In a world that often rushes past the stories of women, Shaazia Adam’s MINA stands as a bold declaration: “Here I am, in all my forms—soft, powerful, casual, or bold.” More than just a fashion brand, MINA is a movement, a love letter to women who have ever felt unseen. Founded during the stillness of the COVID-19 pandemic, the brand embraced slow fashion, sustainability, and craftsmanship as its guiding principles. In a time of uncertainty, Shaazia chose to build something enduring—fashion with meaning, connection, and resilience.
As we celebrate International Women’s Month, there is no better time to spotlight women like Shaazia—women who are not just redefining the fashion industry but also empowering others along the way. From training orphaned girls in sewing to incorporating Mozambican heritage into her designs, Shaazia’s work is a testament to the power of purpose-driven entrepreneurship. In this exclusive feature, she shares the inspirations, challenges, and future aspirations behind MINA.
Founding MINA: A Pandemic-Born Vision
What inspired you to establish MINA, and how did launching the brand during the COVID-19 pandemic shape its ethos?
MINA was born out of a deep desire to celebrate the essence of womanhood—our strength, our versatility, and our beauty. The name itself, Mina, means ‘me’ in Changana, but it’s not about me, Shaazia Adam. It’s about every woman who has ever felt unseen, unheard, or underestimated. It’s about saying, “Here I am, in all my forms—soft, powerful, casual, or bold.”
Launching during COVID-19 was both a challenge and a blessing. The pandemic forced us to slow down, to reflect, and to reconnect with what truly matters. It shaped MINA’s ethos of slow fashion, sustainability, and craftsmanship. In a world that was suddenly still, we found beauty in taking our time—creating pieces that tell stories, that honor the hands that make them, and that celebrate the women who wear them. It was a reminder that fashion isn’t just about trends; it’s about meaning, connection, and resilience.
International Women’s Month: A Time for Reflection
As a woman leading your own fashion brand, what does this month mean to you on a personal level? Are there any women in your life or career who have shaped your journey in a meaningful way?
International Women’s Month is a time of reflection and celebration for me. It’s a reminder of how far we’ve come and how much further we have to go. As a woman entrepreneur, I’ve learned that our greatest strength lies in our ability to uplift one another. My mother has been my greatest inspiration—a woman who taught me the power of resilience and the importance of staying true to myself. She showed me that being a woman is not a limitation but a superpower.
In my career, I’ve been fortunate to cross paths with incredible women—artisans, designers, and entrepreneurs—who have reminded me that success is not a solo journey. It’s about collaboration, mentorship, and creating spaces where women can thrive. MINA is my way of paying it forward, of creating a platform where women can see themselves reflected, celebrated, and empowered.
Empowering Women Through Fashion
MINA is known for its initiative to empower orphaned girls through sewing training and job opportunities. Can you share more about this program and its impact?
At MINA, we believe that fashion has the power to transform lives. Our initiative to empower orphaned girls through sewing training is one of the most meaningful aspects of our brand. These young women are not just learning a skill; they’re gaining independence, confidence, and a sense of purpose.
To further support their journey, we send all our leftover materials from collection cuttings to the Arco Iris orphanage. These materials are upcycled and recycled by the girls, who create their own products and sell them. This initiative not only reduces waste but also teaches them the value of sustainability and entrepreneurship. Raquel, who is responsible for the orphanage, has played an incredible role in guiding the girls through this process. Her dedication and passion have been instrumental in their growth, and I am deeply grateful for her partnership and the transformative experiences we’ve been able to create together. It’s a beautiful cycle of empowerment, creativity, and hope.
Ashen Rebirth: A Celebration of Transformation
Your ‘Ashen Rebirth’ collection at South African Fashion Week was described as a celebration of life’s enduring cycles. What inspired this theme, and how did you bring it to life through your designs?
The Ashen Rebirth collection is more than just a fashion line—it’s a story of transformation, a celebration of life’s cycles, and a testament to the beauty that rises from the ashes of the past. It was born from a deeply personal moment of reflection during a visit to Évora’s Chapel of Bones in Portugal. Standing there, surrounded by the stark reminder of mortality—“You are dust, and to dust, you shall return”—I was struck by the duality of life and death, of endings and beginnings. It was in that moment that the concept of Ashen Rebirth took shape.
This collection is a love letter to renewal. Each piece is a blend of serene Roman drapes, intricate Islamic art, and the rich cultural legacy of Portuguese traditions. Collaborations with ceramist Lara Freitas, jewelry designer Tailia Carrilho, and Double Drop’s evocative soundscapes brought the collection to life. When Ashen Rebirthwalked the runway at South African Fashion Week, it wasn’t just a fashion moment—it was a celebration of resilience, of the cycles that define us, and of the beauty that emerges when we rise from the ashes.
A Global Vision for MINA
Having showcased at South African Fashion Week, what’s next for MINA? Where do you see the brand in the global fashion landscape?
Showcasing at South African Fashion Week was a defining moment for MINA—it was a dream realized and a door opened to endless possibilities. But it was just the beginning. MINA is now growing into Industrie Africa, a platform that’s helping us take our brand international. South Africa was the gateway to this expansion, and I’m deeply grateful to Lucilla, Natalia, and Rhonwen from South African Fashion Week, as well as Kirsten Swiss from Leo Season, for their belief in the brand. Their support has been invaluable. I also owe immense gratitude to Vasco Rocha and Mozambique Fashion Week, who opened the doors to this incredible opportunity.
Looking ahead, MINA is on an exciting trajectory. This year, we’re expanding our reach to Angola and Portugal, bringing our unique blend of Mozambican heritage, sustainability, and craftsmanship to new audiences. Our goal is to be a voice for slow fashion, sustainability, and inclusivity, showing that fashion can be both beautiful and meaningful.
Ultimately, MINA is more than a brand—it’s a movement. It’s about celebrating identity, honoring heritage, and creating fashion that makes a difference. And as we take these next steps, I’m filled with gratitude for the journey so far and excitement for what’s to come. The world is ready for MINA, and we’re ready to shine.
