Let’s talk about a brand that’s doing fashion right—where every stitch tells a story, and every piece carries the soul of Madagascar. Meet Voahary, the ethical luxury label that’s as kind to the planet as it is stunning to wear. If you’ve been searching for fashion with purpose, this is your golden ticket.
Rooted in Nature, Crafted with Pride
The name "Voahary" comes from Malagasy, meaning "nature" or "creation"—and oh, does it live up to that name. Founded in 2018 by Randrianasolo Mino, this brand was born from a love for Madagascar’s landscapes and a fierce commitment to its people. Mino, with her background in marketing and international trade, swapped the corporate world for something far more meaningful: a brand that celebrates Malagasy craftsmanship while protecting the environment.
Picture this: handwoven raffia from native palm trees, silky landibe (a wild silk unique to Madagascar), and natural dyes that bring earthy, vibrant hues to life. Voahary’s pieces aren’t just accessories; they’re wearable art, crafted with zero-waste practices and a deep respect for the planet.
Collections That Tell a Story
Voahary’s designs are as meaningful as they are beautiful. Take the Viavy collection, a celebration of women’s strength and solidarity, created in collaboration with 3 Ladies Pirates. Or the Euphoria line—dreamy pastel bags with intricate crochet details, inspired by the quiet beauty of nature. Then there’s Range , a versatile mix of handbags, hats, jewelry, and home décor that blends tradition with modern elegance.
From the Euphoria line, we have the Iris Single Strap Baguette. £67.10 GBP
Each collection is a love letter to Madagascar, showcasing the island’s natural beauty while appealing to the global conscious consumer. And let’s be honest—owning a piece that’s both luxurious and guilt-free? That’s a win-win.
Why Voahary Deserves a Spot in Your Closet
Here’s the thing: fashion shouldn’t come at the cost of the planet or people. Voahary offers a refreshing alternative—pieces that are luxurious, sustainable, and steeped in heritage. Whether it’s a raffia tote perfect for brunch, a pretty rafia belt or a statement necklace that sparks conversations, each item is a testament to what fashion should be.
Rohy Raffia Waist Belt. £32.40
Breaking Barriers, Setting Trends
Voahary isn’t just making pretty things; it’s putting Madagascar on the global fashion map. Mino’s vision earned her a spot as a finalist in the WETECH WILE 2020 program, where she stood out among 300 applicants for her innovative approach. The brand has graced platforms like Fashionomics Africa and dazzled at high-profile African design events, proving that ethical fashion can be just as glamorous as its mainstream counterparts.
In Mino’s own words: "The African fashion industry is bursting with potential. Young designers are weaving their history and identity into something fresh and exciting." Her advice to aspiring creatives? "Be proud of who you are, but stay open to the new. Fashion is about taking risks."
Sustainability That Actually Makes a Difference
While many brands pay lip service to sustainability, Voahary walks the talk. They’ve planted over 10,000 trees to combat Madagascar’s deforestation crisis—a problem that threatens the island’s unique ecosystems. Their workshops in Antananarivo are hubs of creativity and fairness, employing over 200 local artisans who earn fair wages and hone their craft. What started as a small team of three has blossomed into a thriving community, proving that ethical fashion can also be a force for economic growth.
Your Turn to Wear the Change
You don’t have to hop on a plane to Madagascar to get your hands on these pieces. Explore Voahary’s latest drops on ADJOAA and join the movement toward fashion that’s beautiful inside and out. Because when you choose Voahary, you’re not just buying a bag or a hat—you’re supporting artisans, protecting nature, and wearing a piece of Madagascar’s soul.
Now, who said luxury can’t have a heart?
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