A Conversation with 2024 Aritzia Indigenous Fashion Grant Recipient
From the heart of the Biljik First Nation in New Brunswick, Shayna Boudreau, Founder of Amakehs Designs and 2024 Aritzia Indigenous Fashion Grant Recipient, embodies the spirit of Indigenous creativity and cultural celebration through her unique powwow attire. Known for her beautifully crafted garments, Shayna’s most popular creation is the Overall Ribbon Dress, a piece that combines traditional elements with modern designs, resonating deeply with families looking for something special for cultural events.
Shayna’s journey began in 2021, when she made her very first ribbon skirt in July and launched Amakehs Designs just a few months later in September. Starting small, she crafted and sold her creations at her community powwow. The birth of her daughter in 2022 sparked further inspiration, leading Shayna to create custom regalia and outfits for her little one. This passion turned into a viral sensation when she shared her daughter’s Overall Ribbon Dress on TikTok. “That’s when they gained popularity!” she recalls with excitement, as the adorable designs quickly caught the attention of families across the country.
For Shayna, her business is more than just a creative outlet. “I’m incredibly passionate about my business because sewing brings me a sense of peace and fulfillment,” she explains. “Knowing that families trust me to create outfits for their children during their most cherished moments makes me feel like a part of their family.” It’s this emotional connection that drives her work, as she finds immense joy not only in sewing but also in teaching others the art, and sharing the creativity and joy that it brings.
Shayna describes Amakehs Designs as a brand that stands for creativity, community, and individuality. “Each outfit I create is not just clothing; it’s a way to connect with families and their stories,” she shares. “My brand represents empowerment through creativity, as I aim to inspire others to learn how to sew and express themselves through their own creations.” For Shayna, every garment symbolizes love, tradition, and the lasting bonds formed through shared experiences, making her work deeply personal and meaningful.
The significance of Indigenous fashion is something Shayna holds close to her heart. “Indigenous design and fashion represent a rich heritage, cultural resilience, and a celebration of identity,” she says. To her, each piece tells a story, reflecting the traditions and beliefs of her ancestors. “Indigenous fashion is about honouring my roots while embracing contemporary expressions of culture,” Shayna explains, adding that it’s an opportunity to promote sustainability, showcase craftsmanship, and foster pride within her community. Ultimately, for Shayna, Indigenous fashion is about preserving culture, empowering people, and inspiring future generations.
When asked what she hopes people feel when they see her designs, Shayna replies, “I want them to feel a sense of connection and joy.” Her fashion aims to spark curiosity, encouraging others to explore their own cultural narratives. “Ultimately, I want my fashion to resonate on a personal level, sparking conversations about heritage, creativity, and the power of self-expression,” she adds.
Looking ahead, Shayna is focused on growth, community, and cultural representation. While she currently specializes in children’s attire, her ambitions for Amakehs Designs include expanding to offer adult clothing. “This expansion will allow me to reach a wider audience and provide families with matching outfits that celebrate our Indigenous heritage,” she shares. Shayna envisions creating collections that balance traditional elements with contemporary styles, making them accessible and appealing to all ages.
Beyond designing clothes, Shayna hopes to use her platform to empower others by teaching the art of sewing and sharing the stories behind each garment. Her goal is to create a community where people can connect through their love of fashion and culture. “I hope my brand not only provides beautiful clothing but also fosters pride in our identity and inspires others to celebrate their own heritage through fashion,” she shares.
Securing an Aritzia Indigenous Fashion Grant is a game-changer for Shayna’s growing business. “It will allow me to invest in essential tools, like my very first industrial sewing machine, which would significantly enhance my production efficiency,” she says. She also plans to use the grant to design a professional website, a crucial step for expanding her online presence, and reaching a broader audience. “A well-crafted website will not only showcase my designs but also facilitate sales and foster a deeper connection with customers,” Shayna explains. With the support of the grant, she’s eager to elevate her business and continue sharing her passion for Indigenous fashion.
Shayna leaves aspiring Indigenous fashion entrepreneurs with heartfelt advice: “Stay true to your roots and embrace your unique heritage. Your cultural background is a powerful source of inspiration that can set your designs apart.” She encourages others to focus on storytelling through their creations, to take the time to develop their skills, and to seek out resources and mentorship within their communities. “Collaborating with other Indigenous artists and designers can be incredibly enriching,” she adds.
To watch Shayna’s winning pitch in the Pow Wow Pitch Semi-Finals, click here. To read more about the 2024 Aritzia Fashion Grant Recipients, click here. To shop Amakehs Designs, click here.