Embracing Culture

Sudanese architect and artist, Yasmin Elnour, whose captivating work showcases the unique history and heritage of Nubia, talks about her inspiration and the legacy she wants to leave behind

Tell us about your business – what inspired the idea and when did you start it?
I started as a self-taught artist in 2018 after discovering the power of collage while studying architecture. I used collage as a visual tool to portray the concepts and metaphorical meanings behind my designs and quickly realised that it was an effective way of expressing myself and my abstract ideas. I want to expand into painting, drawing, and using my own photography in my work, perhaps even reflecting this artistic language I develop in my future building designs. I have always been interested in cultural heritage, history, and identity, so I set out to explore what that meant to me, particularly as a Sudanese woman. I would like to remind people that throughout history, women have held key positions in Sudanese society, which is evident through the Kandake’s – Kandaka in Arabic – the royal queens and queen mothers of the ancient African Kingdom of Kush.  I intend to help create a visual landscape and space that embraces and explores culture and identity, mainly through the lens of a Sudanese woman. My main hope is to bring people together and celebrate our differences and diversity and view them as positive things.

What do you consider to be your greatest personal and professional achievements? 
I started this journey with no particular destination in mind. I just went with the flow, but I knew I had a message and a vision I wanted to share. Through this approach, I have collaborated with some wonderful clients and brands I admire, while exhibiting my work internationally. 

“I want my generation and the following generations from all over the world to embrace their culture and identity – they form a huge part of who we are, and we should be proud to share this with the world.”

What advice would you give to the younger generation that might want to follow in your footsteps?
My work is greatly influenced by identity and what this means in the 21st century. I want to challenge this modern identity, and remind the globalised youth of today, including myself, about our heritage. I want my generation and the following generations from all over the world to embrace their culture and identity – they form a huge part of who we are, and we should be proud to share this with the world. 

Has social media helped or been a hindrance? How does social media make you feel in general?
Over the years social media has been an extremely useful tool for me to keep up with what is happening in the creative world and connect with like-minded people. However, for creatives there is always this immense unseen pressure to constantly push content out even when it feels incomplete or unnatural. This also becomes unhealthy because we start equating our value to the number of likes or the frequency of our posts. Inspiration may come in waves; I think that people should always prioritise their message and not rush the process.

Do you feel that magazines, brands, and PR agencies lack diversity in this region? Do you feel you are included and represented?
I feel that there definitely isn’t enough representation of black women, especially darker-skinned black women. It is important for everyone to feel equally represented in an authentic and consistent way, not just for shock value or one-off campaigns. In the case of Sudan, we straddle both Africa and the Middle East, so it’s crucial to feel seen and heard, as we often get lost in an undefined space in between. We are sometimes considered too ‘Arab’ to be ‘African’ or too ‘African’ to be ‘Arab’. I would love to see a more diverse, realistic reflection of the people in our region.

What message would you like to give to women out there?
I am all about female empowerment and highlighting the significant role that we, as women play in society. Historically, there have been many powerful women who have contributed to society at all levels. These crucial efforts have been discarded in our male-dominated societies. My message to women is that we have to believe in our power to create change and break boundaries. Nothing is beyond our reach.

If you look back over your life and career if you were given the opportunity to do anything different, would you?
I would encourage my younger self to go for it and make it happen. By showing people rather than telling them you can really explore new avenues and exciting ideas, that’s how you become an innovator. 

What is important to you? Have your priorities changed during the pandemic?
I found myself looking inwards and by doing a lot of reflecting during that period I feel that I have a different perspective and outlook on life. From appreciating every present moment with my loved ones to what I would like my legacy to look like.