Dina Yassin

Head Industry researcher, features and production manager

Dina Yassin, Founder & Creative Director of the recently launched Efro & Co, was born in Sudan to Eritrean parents, raised in the UAE, and lived in London & New York City.

She is also a prolific high-fashion stylist and designer whose collaborations with prominent names in the industry have led her to grace the pages of many top tier magazines such as Harper’s Bazaar Art, Marie-Claire, Conde Nast Traveller, Stylist, and most recently, Vogue Arabia.

She has also worked on several advertorials for clients such as Van Cleef & ArpelsPiaget, ChloeHermès, Gucci, Estée Lauder, Clinique, GlamGlow, Nike and celebrities such as Heidi Klum, Nancy Ajram, Tyson Beckford, Angie Martinez and many more. She has worked with top creative beauty visionaries Pat McGrath, Eugene Souleiman, Josh Woods, and Eamonn Hughes to style the SS’2013 trends show where the latest technological innovation and beauty trends were shared with the global beauty influencer audience at the Shangri-la in Abu Dhabi through P&G.

Photographer list includes Rankin, Guy Aroch, Anna Palma, and Chayo Mata among others. She has been an Acting Fashion & Beauty Editor and a Contributing Editor for many magazines in New York, London and Dubai.

She is also at the forefront of sustainable fashion in the Gulf region with which she adopts in her edgy venture, Efro & Co, inspired by the streetstyle and retro/vintage aspects of Africa, and whose recent collaboration was with Levi’s, the Idris Foundation and many more. Efro & Co has been featured in Vogue Arabia for their first Ramadan Collection in 2018, “Dhahabu”, as well as the the team refugee t-shirt collaboration with the Idris Foundation. Currently, she is one of the Founding Partners of Africa Fashion Week Middle East, a groundbreaking platform dedicated to exploring opportunities and promoting the creative connection between Africa and the Middle East, and most recently, she has made it on the Top 14 Global African Ascendants List by one of the most highly accredited publications in Milan, 7 Corriere. A “Jill” of all trades in the industry as she describes herself, her aesthetic is spirited, global and imbued with a unique vitality.