Adaure Veronica Masha, visionary Founder and CEO of AdaureVee Fashion, seamlessly fuses African heritage with sustainable innovation. Her brand bridges tradition and contemporary style, reflecting her deep passion for creativity, craftsmanship, and responsible fashion.
Roots and Early Inspiration
Adaure’s love for fashion began in her village, where she watched her grandmother, a talented tailor, transform simple fabrics into elegant, expressive garments. These formative experiences instilled in her the belief that fashion is a powerful storytelling medium, capable of conveying identity, culture, and heritage.
Pursuing Her Passion
Despite her father’s encouragement to pursue a conventional career, Adaure followed her creative calling with determination. She honed her skills through professional training and expanded her expertise with a Master’s degree in Supply Chain Management. To further integrate into the UK fashion scene and elevate her design knowledge, she upskilled at the British Academy of Fashion Design, gaining technical proficiency and a comprehensive understanding of sustainable fashion practices.
The AdaureVee Brand
AdaureVee Fashion celebrates African textiles, particularly Ankara, reimagined into contemporary silhouettes including hoodies, joggers, winter wear, and men’s suits suitable for both summer and winter. The Roots and Rhythm Collection exemplifies her creative vision, blending bold prints with modern streetwear and formalwear to produce garments that are stylish, meaningful, and versatile.
Signature Pieces
• Ankara Gown: A summer-ready design highlighting Adaure’s talent for merging traditional fabrics with modern elegance.
https://gallery.fabphotography.co.uk/adaurevee/?pid=16033640929&id=64&h=NDAxNjY4NDgzMQ
• Denim Trousers: Decorated with an Ankara map of Africa, representing cultural identity and youthful style.
https://gallery.fabphotography.co.uk/adaurevee/?pid=16033727788&id=122&h=Mjc0NTExNzg2Mw
• Men’s Suits: Crafted for year-round versatility, combining comfort, sophistication, and cultural flair.
https://gallery.fabphotography.co.uk/adaurevee/?pid=16033651360&id=79&h=MjI4NTc4ODg0OA
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