Joy Ojetola

SELINA is a dancewear brand for women who like to look fashionable while they dance. After experimenting with different styles as a designer throughout my BA degree, this Showcase project is a more consumer-focused approach to design. I decided to start this brand after attending many heels-dance classes as a part of the UAL dance society. I realised that it was difficult to pick clothes to wear to dance classes that were both practical to dance in, in terms of fabric and flexibility, but also fashionable so I felt good while dancing. After asking around, I discovered I was not the only one with this issue. Many other dance/sports brands on the market have simple, plain designs. Many dancers do not want to pick between simple & practical or looking good & fashionable. As such, SELINA was born. Please follow the Instagram page to see the exciting moves SELINA will make.

SELINA’s key values are: Ethical, Practical & Fashionable, Eco-Considerate.