Prime Highlight:
- Yolanda White moved from a senior corporate career to building Dayo Women, a brand focused on comfort, confidence, and self-care for women.
- The label is designed to help women feel relaxed and confident in their everyday home wear.
Key Facts:
- Dayo has launched over seven collections and partnered with brands including Reebok, BET, Diageo, and NARS.
- The brand produces in Italy and is sold through Saks Off Fifth, select boutiques, and Amazon.
Background:
Yolanda White spent nearly two decades building some of the world’s most recognizable brands before turning her focus toward a far more personal mission. A trained marketer with an accounting background, White graduated from Tuskegee University in 1994 and later earned an MBA in marketing from Clark Atlanta University in 1998. Her corporate career took her from General Motors to Coca-Cola, where she rose to the role of global group director.
In 2018, White stepped away from corporate America to launch Dayo Women, a loungewear brand centered on comfort, confidence, and self-acceptance. The decision was driven by her desire to support women through life’s many transitions, moments when, she says, they often feel unseen or unheard.
The idea for Dayo emerged from a simple but powerful insight: women frequently present their best selves to the outside world but prioritize comfort and care far less at home. White envisioned elevated loungewear that could help women feel emotionally and physically confident in their own spaces. She explained that the idea came from understanding women’s needs first, which later shaped the fashion line.
Dayo’s designs focus on softness, flexibility, and fit. The clothing is made to be comfortable and flexible, knowing that a woman’s body changes throughout the day and over time. Adjustable straps, easy fits, and natural fabrics are used to add comfort.
White did not come from a fashion background, but she learned the business by working with a New York agency to understand design and production.
This season, Dayo is introducing its first Winter Edit Collection with warmer knits and sweater dresses. As the brand grows, White encourages people to shop thoughtfully and support women-owned businesses. Dayo’s goal is to help women feel comfortable and confident at home.
