Yonna moda social sostenible

Abstract

Yonna is a brand dedicated to the social construction of sustainable fashion through the co-creation of textile products with indigenous communities in Colombia. A brand proposal that seeks to recognize ancestral traditions, cultural heritage and the relevance of weaving as a transversal element of culture was materialized thanks to this collaborative work. From this point on, knowledge and traditions around weaving were recognized as a trade of the indigenous artisan, enough reason to generate networks that allow the conservation of these practices and put them in dialogue with the contemporary languages of sustainable fashion.

In this sense, the document presents the most relevant results and findings of the Yonna’s configuration process as a Colombian brand. Here the reader will find out how a business idea can be materialized in a creative and innovative proposal. Firstly, the production lines defined in the process are described. These revolve around a process of co-creation through garments intervention, accessories creation and collections launching, being the latter line the backbone of the creative proposal. Secondly, a brief description of the context and the approach with the indigenous communities is made for this specific work, where vital elements of the collection process are defined. On the incursion into the territories, the Fashion Dairy was used as an instrument of information gathering. Thanks to this method, a wealth of graphic and audiovisual material was obtained, showing both the trade of weaving and the cultural practices present in these territories. Thirdly, the ideological structure of Yonna brand is presented. In this section the reader will find the Origins, Vision, Mission, Creative Pillars and the Business Model Canvas Structure, which seeks to create textile pieces with history, cultural identity and social fabric. This is done by constantly making visible our communities work through eco-friendly, sustainable and circular products that respond positively to environmental impact.