NADIA MAHMOUD
Informed by place, culture and identity, headwear designer Nadia Mahmoud cut her teeth in Rundle Street boutiques before launching her own independent label.
After a decade in some of Adelaide’s most loved retailers, including Miss Gladys Sym Choon, Nadia debuted Naducaa on Rundle Street during Fringe, later expanding with New Zealand and Regent Arcade pop-ups.
Today, Naducaa reaches a global audience, empowering wearers of all ages—including those experiencing hair loss or medical conditions—to look and feel their best.
We sat down with Nadia to discover how culture is woven into her designs, her ride or die coffee spot and her proudest career moment in Adelaide.
Nadia, when you want to feel confident, what is your go-to look?
Colour. Love colour, lots of colour. I just hide behind colour!
Who or what in Adelaide first made you believe there was a space for your voice in fashion?
The person that gave me the voice, and the confidence, to do what I'm doing right now is Joff Chappel [former owner of Miss Gladys Sym Choon]. He was my first, and favourite, boss ever, and he's the one that gave me the confidence to keep going and to do what I do.
Throughout your career in Adelaide, tell us about your most memorable moment.
My most memorable moment was ... when I actually opened my first pop-up store. I was really, really scared and I was standing outside for 40 minutes [before going in]. The customers that I thought I was going to get, versus what I got, surprised me. It gave me the confidence to keep going.
What's one spot in the city that you like introducing people to?
Elementary, because I love my coffee. I love their coffee, it’s amazing. They also roast in the city. They're a small business, and I'm all about supporting small business in Adelaide.
Your work reflects identity and a cultural narrative. How do you draw on place and identity in your own designs?
I was born and grew up in Eritrea, where head wraps and head accessories are part of our culture. I used to wear my head wraps a lot and when I started my business, and a lot of people used to ask me if it's culturally inappropriate [for them] to wear. So I made sure it's available for everybody to wear. I get a lot of people with hair loss that feel confident wearing them—it's great to share my culture with everybody else.
Is there a certain influence on you when designing?
My greatest influence is my culture, being from an African background. I take influence from there and then twist it and make it easy for everybody to wear. You don't even have to wrap it yourself; it's ready to go.
What's something about your personal style that stayed the same since you were a teenager?
It's my crazy mismatched outfits that my dad, even today, doesn't understand what's going on. Every time I leave the house, he's like, ‘what's happening with this?’ and I just laugh and say, 'it doesn’t need to make sense—but somehow it does.’
I don't really look at myself in the mirror, so when I see something, I'm like, ‘Oh, this outfit I love. I want to wear this, and I want to wear this,’ and I just wear it. I don't really look at myself because I don't want to doubt myself.
Is there one itemthat you can’tlive without?
My head wraps—they’re a big part of my identity, especially right now. Even before it became my business, it has always been who I am.
What'sthe best piece of advice you've received?
Don't be afraid if you fail. That was the best advice I have received, and it's the best advice I still give to people—whoever wants to start a business.
STEAL THEIR STYLE
Nadia wears:
- Custom Hat by Blakesby Hats & Accessories*
- Naducaa Ladybug Thin Velvet Flip Headwrap
- Acler Springhall Top*
- couture+love+madness Custom Skirt
- Lovisa gold cuff*
*Adelaide City is your style destination—shop these pieces and more in-store at the Blakesby Hats & Accessories studio at The Mill, and leading Rundle Mall retailers David Jones and Lovisa.
