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Amira Rasool, founder and CEO of The Folklore, has been on a mission to transform the way we shop for fashion by championing diverse, independent, and sustainable brands. Part of The Folklore Group, which was founded in New York City in 2018, The Folklore Shop is an online marketplace that curates a selection of exceptional designs from emerging markets in South Africa, India and Colombia, as well as more established fashion capitals like New York, London and Paris.
Rasool’s passion for elevating underrepresented voices in the fashion industry was ignited during her first trip to South Africa, where she discovered an abundance of innovative designers, yet found it difficult to source and access their products internationally.
A lover of creative, well-crafted pieces, Rasool’s own wardrobe reflects her commitment to thoughtful, sustainable fashion. Here, she shares her current favorite pieces from The Folklore Shop—each one carefully chosen for its design, craftsmanship, and versatility.
Crafted from luxurious black calfskin, the Antiochia clutch by K’ai & Vrosi combines both style and functionality. Inside, a handwoven fabric sponge offers protection, making this sleek clutch perfect for vacations, shopping trips, or everyday use. “Timeless elegance meets versatile design,” according to Rasool. This clutch is more than just an accessory—it’s a statement of effortless sophistication that will elevate any outfit.
The Jaya Sandal from Inola Ojén embodies both femininity and sensuality with its graceful silhouette. Its ankle strap provides extra support for comfort, while the signature sculpted heel enhances its refined aesthetic. Whether you’re dressing up for a special occasion or looking for an elevated everyday sandal, the Jaya offers the perfect balance of chic design and comfort. Rasool’s take: “Comfort and style crafted with care.”
The Webster jacket offers a contemporary twist on the classic denim jacket. With a fitted, cropped silhouette and a light-blue wash, this piece is as unique as it is stylish. The handmade bleached effect on each jacket gives it an artisanal flair, making every piece one-of-a-kind. The Webster jacket is perfect for layering and will quickly become a go-to piece for anyone seeking a fresh, fashion-forward take on traditional denim.
“There’s artisanal craftsmanship in every stitch,” says Rasool of the Juliette dress by ELF. Made from lightweight rayon and adorned with pearl buttons, this dress is designed to flatter every figure with its fitted front and smocked back. Its timeless silhouette makes it a versatile choice for any occasion, season after season. This dress is destined to become a wardrobe staple, offering effortless style and an air of sophistication for both casual and formal events.
The Folklore is empowering brands to grow faster, save more, and sell globally through easy-to-use commerce, dropship, and shipping technology.
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