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OUR STORY
Yonael Marga is a slow-fashion luxury brand based in Addis Ababa, Ethiopia. We specialize in custom-made and ready-to-wear design, and conceptual art production. Our brand is rooted in African-Futurism and Ethio-Futurism concepts and utilizes fantasy, story-telling, visual art, graphic, and fashion design to look into the past, how it interplays with the future, and the now through an Ethiopian lens birthing new perspectives.
Preserve and pass on the generational knowledge of cloth making and indigenous art forms of Ethiopia through multidisciplinary approaches that fuse fashion design with visual art and creative writing/storytelling and showcase them to local and global markets/audiences.
OUR COLLECTIONS
HARAR JUGOL: A WEARABLE TRIBUTE
The inspiration for Harar Jugol—named after the historic walled city in Ethiopia—stems from the rich cultural and architectural heritage of Harar. Known as the "City of Saints," Harar is a place where centuries-old traditions, vibrant colors, and intricate craftsmanship come together in a unique tapestry of history and identity. This collection pays homage to Harar’s labyrinthine streets, its strikingly colorful doors, and the fusion of influences from Africa, the Middle East, and Asia that have shaped its aesthetic and cultural landscape.
BERHAN: A JOURNEY THROUGH LIGHT AND NATURE
The inspiration for Berhan—meaning "light" in Amharic—began to take shape during a journey to Arbaminch, a place where nature's vivid colors and raw beauty tell stories of harmony and resilience. Immersed in the lush landscape, the project draws from the deep greens of the forests, the rich browns of ancient trees, and the earthy tones of the land and wildlife. These natural hues and textures serve as the foundation for Berhan’s artistic vision, blending Ethiopia’s organic beauty with thoughtful design.
CHEREKA: A FUSION OF HERITAGE AND IMAGINATION
Chereka is a multidisciplinary project that draws inspiration from Ethiopia’s vast and diverse cultural landscape. Rooted in history yet reaching into the imagination of the future, Chereka is an artistic experiment in fusing elements of the past with contemporary aesthetics and futuristic visions. It is a celebration of transformation—an exploration of how tradition can be reinterpreted to create smething entirely new.