Ilhan Dahir, initially focused on becoming a Data Scientist, pursued a Master’s program in the US and progressed in her career until the COVID-19 pandemic left her unemployed. It was during this turbulent period that she rekindled her interest in print design, catching the attention of a friend who encouraged her to explore it further. Encouragement turned into a bold suggestion when her friend proposed that she applies to participate in the prestigious New York Fashion Week. Initially daunted by the notion of a new comer in the fashion industry gracing such a grand stage, Ilhan resolved to give it a shot, given the upheaval in her life. To her astonishment, she navigated through the auditioning process with ease, captivating judges with her unique designs and vibrant print fabrics, previously unseen on the runway. Adding to the intrigue, Ilhan, hailing from the conservative Muslim Somali community, was an unexpected anomaly in the fashion world.
Ilhan’s 13-piece collection debuted at New York Fashion Week to resounding success in 2020, leading to an invitation to return the following year. The positive response from judges and spectators boosted her confidence, prompting her to abandon her original career path and fully commit to fashion, establishing her brand, Aert.
As with any new venture, challenges inevitably arose. A friend suggested that Ilhan enrol in the British Council Creative DNA programme. Having returned to Kenya and pondering strategies to establish the Aert brand locally, the programme offered an invaluable opportunity to gain insights into the intricacies of the fashion world. The Creative DNA programme, spearheaded by the British Council, aims to promote innovative approaches within the global fashion ecosystem.
Ilhan describes the programme as the perfect solution to the myriad challenges she faced in steering her brand forward. Over the intensive eight-week programme, she gained invaluable insights into the business aspects of the fashion industry and its vast potential. “I acquired a wealth of knowledge through the programme, filling in gaps and addressing lingering questions as a newcomer to the industry. Key takeaways included mastering marketing and branding, understanding sourcing, maximizing profit margins, and the importance of compensating myself as an entrepreneur. Thanks to the programme, I forged meaningful connections with fellow participants, facilitating Aert’s showcase in Addis Ababa in 2023.”