SUPER YAYA

Launched by designer Rym Beydoun in 2016, Super YAYA is an ongoing study of, and love note to, West African culture and textiles. Born in Lebanon and raised in Côte d’Ivoire, Beydoun immerses Super YAYA wearers into her vibrant and branded world. Fabrics are hand-picked, hand-dyed, and printed in Côte d’Ivoire, then transported to Beirut, where they are transformed into Super YAYA designs. Inspired by the bold, exaggerated fashions of West Africa and ‘90s Ivorian pop stars, Super YAYA evokes vintage science fiction as much as Abidjan street style. Garments made with traditional fabrics, colors, and ruching techniques, are updated with playful twists to bring Afrofuturism into the world of fashion. Developed to foster pride in locals, Super YAYA has gained international recognition for its authentic portrayal of West African fashion.