Ghanaian designer Natalia Attivor showcases sustainable phygital fashion globally

Natalia Dzidulali Attivor, founder and Creative Director of the ELEDZINE womenswear brand, has represented Ghana on an international stage through a phygital fashion showcase at Afric’Artech, an augmented reality, technology and innovation event featuring a hybrid fashion showcase, held in Casablanca, Morocco.

The showcase featured ELEDZINE’s capsule collection, YEYE, presented through a unique phygital format blending a digital fashion presentation with a physical exhibition of selected pieces from the collection.

This approach reflects the brand’s vision of merging innovation with craftsmanship and storytelling, while promoting sustainability through a bespoke and made-to-order production model. Even when producing ready-to-wear pieces, ELEDZINE maintains an intentional approach and does not mass-produce.
ELEDZINE is known for creating wearable stories that inspire confidence, identity, and transformation in women. Through her work, Attivor continues to explore the intersection of African cultural narratives, digital innovation, and sustainable design practices, positioning her brand at the forefront of a new wave of fashion storytelling.

Speaking on the milestone, Natalia Dzidulali Attivor shared: “Presenting YEYE in a phygital showcase in Casablanca was more than just a fashion moment. It was a reminder that Ghanaian designers can lead the future of fashion through innovation, storytelling, and intentional craftsmanship.

“YEYE is a collection rooted in transformation, and being able to share that story through both technology and physical pieces made the experience even more meaningful.”
The YEYE capsule collection consists of six looks, each inspired by themes of beauty, change, renewal and newness. The pieces feature layered silhouettes, hand-finished details, and symbolic design elements reflecting strength and rebirth. Each look is also named in Ewe, a Ghanaian language, reinforcing the brand’s commitment to cultural identity and meaningful storytelling.

As a brand committed to sustainability, ELEDZINE operates primarily on a bespoke and made-to-order model, reducing waste and encouraging conscious fashion consumption. The brand also incorporates digital tools into its workflow to explore new creative possibilities while maintaining a strong focus on craftsmanship.

ELEDZINE continues to expand its presence across Africa and beyond, offering its designs to clients locally and internationally.

About ELEDZINE

ELEDZINE is a Ghanaian womenswear brand founded by Natalia Dzidulali Attivor. The brand has previously made waves globally, dressing actress Michaela Coel for Hollywood’s SAG Awards and earning recognition through a feature in Variety Magazine.

ELEDZINE creates wearable stories designed to inspire confidence, identity and transformation, blending craftsmanship, storytelling and innovation. The brand is built on a sustainable, bespoke, and made-to-order model, producing purposeful pieces with attention to detail and exceptional finishing.