SS25 Collection Launch: Daia

DAïA : An Accessories Brand with Beauty and Cultural Heritage

Daïa is a brand of remarkable beauty, rich in history and cultural heritage. In an era dominated by fast fashion and fleeting trends, a new brand is crafting its story—one scarf at a time. Introducing Daïa, a soulful accessories brand that pays homage to ancestral legacy through modern design. The brand launched in June. The debut "Basi" collection showcases lively scarves and bucket hats influenced by Malian art. Each item is designed as the perfect summer accessory, merging striking visual style with deep cultural heritage. Daïa is distinctive and genuine, providing a unique identity that is unmatched. It serves as a remarkable statement piece.

Even more beautiful, Daïa originated from a cherished memory: a scarf handed down from a grandmother to her granddaughters, an act filled with history, emotion, and identity.

Daïa's essence is derived from this legacy, celebrating timeless traditions while resonating with the modern and contemporary spirit. The brand is dedicated to reestablishing individuals' connection to their sense of origin, authenticity, and belonging through wearable storytelling.

Three scarves are crafted from 100% cotton (Indigo, Nomad, & Mali while

two scarves are made from a blend of cotton and polyester (Kéné & Jawoo).

All the stylish bucket hats are made entirely of cotton.

The founder, Yelissah Gabala, a cultural nomad who has resided in seven different countries across Africa, Europe, and the Americas, offers a distinctive perspective influenced by a blend of traditions. Despite all these changes, one constant truth persisted: heritage anchors us.

This belief is the core of Daïa—honoring the beauty of staying connected to one's roots while welcoming the world.

“I didn’t just want to launch a brand—I wanted to start a conversation," Daïa is about where we come from how we feel, and how we connect. I believe authenticity is the new luxury." (Yelissah Gabala)

Rooted in storytelling and rich with cultural significance, Daïa is set to leave an impact. It provides accessories that are truly symbols of identity, emotion, and human connection.

The "Basi" Collection marks the debut for Daïa. It is a collection inspired by Malian Heritage, blending Broderie, delicate transparency, and timeless craftsmanship. Each piece tells a story through intricate textures.

When Yelissah found some time, she chatted with Gemma Magazine about her sources of inspiration, her debut collection, and how she narrates stories through textiles. The brand is abundant in beauty and history, featuring pieces that possess a genuine personal style. So let's dive in.

Can you tell us about your design education and how it has influenced your work?

I come from a business and marketing background rather than a formal design education. I hold a degree in marketing and strategy, and I'm currently completing an MBA in International Management, Entrepreneurship, and Innovation at ESCP. This path has shaped my design approach through an entrepreneurial and human-centered lens. I'm fascinated by how people connect emotionally with products, so I focus on storytelling, brand identity, and creating pieces that feel personal.

What inspired you to pursue a career in accessory design, specifically scarves and hats?

It started very personally, when my paternal grandmother passed away, I inherited one of her scarves. It felt like a piece of her legacy and elegance that I could carry with me. That emotional connection inspired me to reimagine scarves, which are often seen as traditional or for older generations, and bring them to my generation in a fresh, modern way. Hats came naturally alongside scarves as statement pieces that frame personality and style.

Can you tell us the story behind Daïa? Its history and cultural heritage?

Daïa was born from a desire to create accessories that hold meaning and feel timeless. Growing up across multiple countries — including the Ivory Coast, the US, and Paris — I've always been drawn to how textiles tell cultural stories. Daïa embodies that multicultural spirit, blending refined European aesthetics with African warmth and storytelling. The name itself evokes something feminine yet strong, much like the women in my life who have inspired me.

How do you stay current with trends in fashion and accessory design?

I watch how my generation expresses itself, both online and offline. Social media is a huge source of insight because it shows real people styling pieces in unique ways. I also stay up-to-date with sustainability trends, emerging materials, and niche communities that shape broader fashion shifts. My goal is to merge timeless design with details that feel relevant now but won't fade too quickly.

Can you walk us through your approach to selecting materials and colors for your creations?

I start with the feeling I want the piece to evoke, whether it's softness, warmth, boldness, or nostalgia. For example, I love cotton for its airy, luxurious texture in summer and puffer or wool fabrics for winter scarves that feel modern yet comforting. Color is tied to emotion for me: I draw from my travels, memories, and the mood I want the wearer to embody. For this first collection, "Basi" the colors are inspired by Malian craftsmanship (there are Malian origins in my family).

Where do you find inspiration for your designs?

Inspiration is everywhere, art, film, conversations, and memories of places I've lived all shape my ideas. My multicultural upbringing has a profound influence on my work, as do everyday rituals, such as the way someone ties a scarf or styles a hat to feel more like themselves. Nature, architecture, and vintage fashion archives also spark ideas for me.

How do you define your target audience, and how does that influence your designs?

Daïa is for people who appreciate meaningful, versatile pieces - primarily women and young creatives who want to express individuality without shouting. They care about quality and the story behind what they wear. This pushes me to design accessories that feel fresh yet timeless and easy to style in a modern, personal way.

What do you believe sets your designs apart from other accessory designers in the market?

It's the balance of storytelling, quality, and the intentional reimagining of an overlooked accessory. Scarves can feel old-fashioned, but with Daïa, I want them to feel youthful, artistic, and collectible. I focus on small, thoughtful collections with an emotional touchpoint—pieces that can become part of someone's story, just like my grandmother's scarf did for me.

How do you incorporate sustainability into your designs?

I'm mindful about sourcing materials and producing in small batches to avoid waste. I'm also researching ethical production partners as I grow, and sustainability will remain a core value, from fabric choices to packaging. Beyond materials, creating pieces that people will cherish for years is a form of sustainability.

Please describe your first collection and the meaning behind it.

My first collection explores contrasts. It's called Basi, it is inspired by Malian heritage, blending broderie, delicate transparency, and timeless craftsmanship. Each piece tells a story through intricate textures. It's about playing with texture and mood, showing that scarves can be bold or understated depending on how you wear them. The collection honors legacy and individuality: each piece adapts to different styles while carrying a sense of story and intimacy.

What are your long-term goals with Daïa?

My vision is to build Daïa into a trusted, specialized accessories brand that people come back to for unique, meaningful pieces. I'd love to expand into other accessories, such as hats, sarongs, and maybe even jewelry, while staying true to creating small moments of elegance in everyday life. In the long term, I also hope to contribute to women's empowerment by building a community around the brand and showcasing diverse stories through our campaigns and collaborations.

To keep up with Daïa, follow them on instagram: https://www.instagram.com/fromdaia/

Or visit their website: https://fromdaia.com/