By Sainabou Sambou
Amid the vibrant hum of a recent pop-up fashion exhibition in The Gambia, designer Ya Awa Conateh stood surrounded by her latest summer collection, a vivid testament to her 16-year Journey blending ethical fashion, cultural heritage, and community empowerment. The event, buzzing with creativity, showcased her brand, Yaws Creations, and its mission to redefine contemporary African fashion.
“My inspiration came through my family,” Ya Awa shared, her voice warm with nostalgia. “Growing up, my mom organized fashion events, and my dad, who ran a football team, invited artists. I was exposed to concerts and events from a young age, and that shaped me.” This cultural immersion wasn’t just a backdrop but the spark that ignited her calling. “Fashion isn’t something I chose; it’s my destiny,” she said. “After 16 years, seeing how I’ve transformed the Gambian fashion industry feels natural. I’m passionate, and creativity comes easily.”
Ya Awa’s path to becoming a cultural ambassador and fashion innovator began in her childhood home, where art and community intertwined. Her brand, Yaws Creations, reflects her identity as an African woman dedicated to arts, culture, and empowerment. “My name is Ya Awa Conateh, so Yaws Creations tells my story—through fashion, exhibitions, decor, and uplifting youth, especially women,” she explained.
Her Journey wasn’t without hurdles. After studying at Leeds College of Arts and Design, Ya Awa returned to The Gambia unexpectedly, unable to pursue her planned master’s degree. “I started everything here in an unplanned way,” she recalled. “I couldn’t go back, so I began working for myself.” In a country where contemporary fashion was scarce, she faced the challenge of creating a platform for young talent. “There was nothing for modern fashion. Building that space for creativity was tough,” she admitted.
A pivotal moment came through the SheTrades Initiative, a global platform empowering women entrepreneurs. Selected as an ambassador, Ya Awa gained invaluable training in business development and branding, representing Yaws Creations in England and Ethiopia. “SheTrades has been transformative for me and the brand,” she said. “It helped us clarify our identity and mission.”
Ya Awa has championed sustainable fashion for the past decade, focusing on organic, ethical wear. “Our designs feel international because we’ve worked with artisans—batik makers, tie-dye artists, weavers—for 10 years,” she noted. This commitment to sustainability resonates globally, appealing to markets that value eco-conscious fashion. “The brand became sustainable wear, which makes it attractive,” she added.
Yet, Ya Awa remains deeply rooted in her local community. “I have loyal Gambian clients who appreciate our work and keep coming back,” she said, her gratitude evident. Her ecosystem extends beyond artisans to include models, photographers, and makeup artists, creating a sustainable network. “It’s not just about us—it’s about uplifting everyone we work with,” she emphasized.
Her recent pop-up exhibition was more than a showcase; it was a movement for awareness and sustainability. Guests were invited to bring old clothes for upcycling or recycling, an initiative that saw enthusiastic participation. “We were thrilled that people brought items, and we gave gifts in return,” Ya Awa said. The recycling drive continues, with Yaws Creations open to collecting clothes year-round. “We recycle in different ways, using various techniques,” she explained, underscoring her innovative approach.
Ya Awa’s global influence stems from her travels and experiences. “Fashion has taken me to Africa, Europe, Asia,” she said. “It’s made me more aware, mature, and creative.” These encounters have shaped her worldview, reinforcing her commitment to responsible design and cultural storytelling.
Ya Awa offers sage advice to aspiring designers: “Be truthful and passionate. It isn’t easy, but you need creativity, perseverance, and patience. Know the trends, colors, patterns, and what role you want to play as a creative.” Her words reflect a career built on resilience and vision.
At its core, Yaws Creations celebrates Ya Awa’s passion and purpose. Rooted in her Gambian heritage, sustained by community collaboration, and driven by a commitment to sustainability, her work transcends fashion. As she stood among her vibrant designs, Ya Awa’s presence was a reminder of the power of creativity to inspire, connect, and transform—not just in The Gambia, but across the world.
