NEW IN: Egyptian-Spanish Brand Rota Captures Beauty in the 'Broken'

When Dana Abadir left her finance job in Barcelona to “see what I can do” back home in Cairo, she didn’t expect to start a brand. “During COVID, my boyfriend, Ignacio “Nacho” Galceran, and I were stuck in corporate jobs, spending 12 hours at jobs we didn’t enjoy, and we both got an itch. We wanted to do something creative – something that actually meant something.”

That leap of faith became Rota – first imagined as a jewelry brand, born from curiosity and a trial and error approach. The learning curve was steep: from finding the right suppliers to mastering the technicalities of design and production. “I never studied fashion or jewelry making,” Abadir says. “But by learning and failing, and trying again and again, we made it happen.”

Through each setback and small victory, the strength of their relationship became Rota’s foundation. “It was a challenge, of course,” she admits. “But we picked each other up when motivation dropped – that’s the perk of building something with your partner.” The two became each other’s mirror and safety net, alternating between creative chaos and calm reassurance. “We’re new to this,” Abadir reflects. “So we decided early on – we have to enjoy the process, not just the outcome.”
That simple but important principle became the core of the brand, even inspiring the name, Rota meaning broken in Spanish. “We called it that because we wanted to embrace the imperfections. We love seeing the beauty in the chaos – whether it’s in Cairo, or in our pieces, or on our social media. We don’t want to reach perfection because that can stifle you.”

This sensibility flows effortlessly into the duo’s visual language – tactile, human, and distinctly warm. Galceran, who Abadir calls “the creative mind in terms of branding and social media,” captures what she describes as “the small aesthetics in life, the moments you’d normally pass by.” Abadir, meanwhile, handles the business and production side but has also become the brand’s unintentional face, embodying its grounded authenticity.
Together, they’ve built an aesthetic that feels candid and unfiltered, like a shared diary rather than a polished campaign. Their Instagram moves between behind-the-scenes clips of fabrics being cut, impromptu shoots with friends, and spontaneous “day-in-life” moments that trace their creative process in real time. “We post without overthinking it,” Abadir says. “We want to be relatable. Not everything has to be extra curated or have a crazy caption. This is us.”

Galceran agrees: “We like to have fun with every part of the process, staying creative, unfiltered, and always open to new ideas. It’s about experimenting, evolving, and keeping things real.”Rota’s visual identity thrives on duality – a Spanish lightness that Galceran brings, filtered through the kinetic energy of Abadir’s hometown, Cairo. “People always say there’s a Spanish influence,” Abadir smiles. “I think it’s the colors – Spain is vibrant and funky. But Cairo adds its own chaos and warmth. We love that.” The brand’s imagery merges these worlds with ease: downtown rooftops draped in striped silks, sunlight cutting through dust, laughter caught mid-frame.

For Galceran, this fusion extends into how he envisions their muse. “The Rota girl’s style is minimal and effortless. She likes what feels good; sometimes it’s trendy, sometimes not. She finds charm in imperfection and knows how to make simple things look cool.”Their latest collection, launched this month, pays homage to timeless patterns like stripes and polka dots. It carries Rota’s signature: effortless, but a bit different. Shot on a Cairo rooftop, the campaign radiates that signature Rota ease. The story behind it feels just as spontaneous. Abadir recalls how they met the man who owns the rooftop a year earlier, while showing friends around downtown. “We passed by his shop, and he offered to show us the view,” she says. “You could see the Citadel, the Cairo Tower – all the city’s landmarks in one frame.” When they returned months later to shoot, he welcomed them back like old friends. “That’s Cairo,” Abadir smiles. “The city just flows, if you go with it, you find yourself in the most unexpected places.”
This spirit continues to guide Rota – open to the process, evolving with their community, and constantly experimenting with form and feeling. Every piece is a conversation between curiosity and craft, shaped by trial, intuition, and play. As for what’s next, Abadir’s eyes light up: “We’re focusing on the product, perfecting it, understanding materials, making sure every piece feels timeless. We want to go international, but remain true to Egyptian identity and production at the core. It’s about taking the beauty and the chaos of here – and putting it on the map globally.”