RUTH
SHAWEL
Fashion Designer | YE'RU Creations
ABOUT ME
After a successful career in architecture, where I founded my own business and cultivated a deep understanding of design, I have chosen to fully embrace my lifelong passion—fashion design.
This portfolio marks a new chapter in my creative journey, reflecting my transition into the world of fashion. Drawing from the principles of structure, detail, and innovation that defined my architectural work, I now channel those skills into crafting garments that tell stories and celebrate individuality.
Each piece in this collection represents my commitment to design as a transformative force, one that connects, inspires, and empowers. I invite you to explore this evolution and discover the world I am building through fashion.
Fearless Motion
Capturing the joy, movement, and carefree essence of childhood, blending vintage textures with modern silhouettes.
Embodying the Culture
Inspired by Ethiopia's Tigray region and the Ashenda celebration, a tribute to women's freedom and cultural expression.
Reimagining Game of Thrones
A fantasy-inspired collection capturing the essence of power, identity, and dramatic storytelling through fashion.
YE'RU CREATIONS
A fashion brand rooted in cultural heritage and innovative design, creating pieces that tell stories and celebrate diversity.
BRAND VISION
To be a global trailblazer in fashion, revolutionizing how people experience clothing by seamlessly blending cultural heritage, artistic storytelling, and cutting-edge technology. The brand aims to create a movement where fashion transcends functionality to evoke emotions, inspire connections, and celebrate individuality.
BRAND MISSION
To design fashion that goes beyond the ordinary, providing customers with unparalleled experiences that engage all senses. By combining Ethiopian cultural craftsmanship, ethical practices, and interactive elements, the mission is to craft wearable narratives that connect people to the stories, textures, and emotions behind every piece.
CORE VALUES
- • Cultural Authenticity
- • Sustainability
- • Innovation
- • Empowerment
- • Transparency
- • Inclusivity
- • Excellence