Scarves, Sisterhood, and Style: Inside DAïA’s World

Some pieces aren’t just worn— they’re inherited. They live in drawers, on hooks, passed between hands and across generations, gathering memory with every fold. DAÏA, a brand built on scarves and storytelling, doesn’t chase trends or seasons. Instead, it centers heritage: personal, cultural, and communal. Founded by Yelissah Gabala, DAÏA reclaims the scarf as both adornment and archive: a way to express identity, honor lineage, and offer beauty that endures.

In an industry where 60% of clothing ends up in landfills within a year of purchase and shoppers are rapidly tiring of disposable fashion, heritage is no longer niche. It’s necessary. A 2023 McKinsey report notes that younger consumers are increasingly aligning their purchases with personal values, seeking meaning, sustainability, and a sense of history in what they wear. As Gen Z and millennial buyers embrace slow fashion and purpose-driven design, brands like DAÏA feel less like a launch and more like a return. A return to story, soul, and sartorial substance.

And that’s exactly why we sat down with Yelissah. Because in a sea of trend cycles and overproduction, she sees the gap, and fills it with elegance, depth, and a quiet confidence that feels radically refreshing. DAïA isn’t here to compete for clout. It’s here to change how we think about the things we keep for ourselves and dedicate to our futures.

Wrapped in Culture, Worn with Confidence

DAÏA is a multicultural collection of scarves and hats inspired by Malian artistry, summer, and the many women who shape us. It’s less about logos, more about legacy. Gabala’s vision is grounded in a reverence for femininity— soft, strong, and wholly self-defined.

It started with a scarf passed down from her late grandmother. “The scarf that I had inherited from my grandmother really held a special place in my heart,” she recalls. “It felt like a timeless piece that could even be passed from one generation to the other.”

Gabala grew up across seven countries. Her life was a kaleidoscope of places, languages, and aesthetics that shaped not only her identity but her creative approach. She describes DAïA as a brand for “powerful minimalists,” women whose elegance doesn’t need explanation. “My paternal grandmother was really soft spoken, but still had great confidence,” she shares. “I always related to her… someone that could be feminine and elegant, but still stand her ground.”

The Mali scarf and Kôrè hat. Credit: DAÏA

The scarves, like the women they’re made for, are multi-dimensional. They can be styled a dozen different ways— tied into a top, worn as a sarong, wrapped as a turban— without losing their quiet power. DAïA isn’t prescribing how to wear them; it’s inviting wearers to tell their own story. “It’s a feeling of freedom once you’re able to pick just very basic statement pieces that hold your heart,” says Gabala. “To me, that’s kind of the definition of durability.”

From Fast Fashion Fatigue to Forever Pieces

No formal design training. No corporate team. Just instinct, artistry, and the creative partnership of her sister, DAïA’s visual director. “[Shaïna] directs the visuals and also is super innovative,” Gabala muses. “I wouldn’t have been able to do it without her.”

The Mali scarf, Ségoue hat, Kéné scarf, and Kôrè hat. Credit: DAÏA

Behind the scenes, Gabala is juggling a full-time job, an MBA program, and a budding brand. “My attention and energy has never been as divided as it is today,” she admits. “But I just want to share what I’ve created with the world. I want it to be out there.”

What she’s created is less product, more platform. A dialogue. A mirror. A community. “We want to be able to have everyone feel heard and understood to the core of who they are,” Gabala says. Through DAÏA’s newsletters and future conversations, she wants the brand to feel like a friend who makes you feel a little more like yourself.

Wrapped in Story, Rooted in Connection

Visually, DAÏA pulls from Malian design codes like mudcloth, florals, and rich layering, translating them into accessories that feel as current as they do classic. “They usually layer different colors that go together very well,” says Gabala. “In terms of specific drawings or designs, I would say there's a lot of flowers, a lot of symbols from African culture, like mudcloth, and things like that.”

“You can have a totally simple outfit and just have a shimmery scarf on,” she adds, “and I feel like you’re the girl of the moment.”

DAïA isn’t about feeding trends. It’s about feeding memory. Wrapped in story, rooted in culture, and designed to last— not just in your wardrobe, but in your life. A scarf that feels like home. And a brand that reminds you who you’ve always been.

Scarves, Sisterhood, and Style: Inside DAïA’s World