Why: In envisioning a worldwide and inclusive fashion solution, IY embraces the joy and empowerment inherent in fashion. Recognizing the historical significance of beautification as a fusion of science and art in ancient self-care practices, IY lifestyle concept emphasizes that the Right of Expression is vital in the Human world.

How: The Forbidden Fashionistas campaign was initiated to tackle the overlooked in the global women’s fashion. Collaborating with undiscovered artists committed to humanity, preserving ancestral craftsmanship, and championing earth-friendly upcycling, the campaign promotes core values that transcend fashion, contributing to a more sustainable and expressive world.