Merging science and creativity to combat colorism through purpose-driven handbag designs
Chemist-turned-designer Deirdre Roberson launches EUMELANIN (yü-‘me-lə-nən), a fashion brand that merges science and creativity to combat colorism and redefine beauty in all shades of melanated skin.
In a powerful TEDx Talk titled “Fighting Colorism with Fashion,” Roberson shares her personal experiences with colorism and her desire to use EUMELANIN (the most abundant type of human melanin responsible for the pigment in black and brown hair and skin) as a vehicle to celebrate the beauty of all shades of melanin-rich skin.
The flagship of EUMELANIN is the brand’s stylish signature HEX Bag drawing inspiration from the diverse range of black and brown skin tones across the globe. “Our handbag designs center on black and brown shades to reflect the beauty and richness of melanated skin,” explains Roberson. “The variety of skin tone and type serves as our inspiration, and we celebrate those differences to uplift our communities.”
“Our HEX Bags are more than just handbags—they celebrate Black fashion pioneers’ rich history and contributions,” says Roberson. “We meticulously craft each piece to blend luxury with functionality, ensuring that our products are not only beautiful but also practical and reflect a deep appreciation for the science behind beauty.” The brand incorporates this inspiration into its fabric, symbolizing strength and resilience.
Roberson strategically named each handbag after a different fashion trailblazer, with the color of the bag representing the skin tone associated with that individual. There is also an added personal touch for consumers as a component of the purchase experience. “When you purchase our bags, you’re not just getting a stylish accessory, but also the story and legacy of the incredible trailblazers they honor.”
For example, the “Zelda” HEX Bag, named after designer Zelda Wynn Valdes, features a deep chocolate brown hue that evokes the warmth and richness of darker skin tones. The card included with the bag shares Valdes’ pioneering achievements, including designing costumes for Josephine Baker, Ella Fitzgerald, and Diahann Carroll, breaking barriers in the fashion world.
Other trailblazers include Willi Smith, creator of Williwear, who revolutionized fashion by blurring the lines between high fashion and street fashion, pioneering the concept of “Street couture”; Hylan Booker, a prominent menswear designer who was the first Black couturier in the world to head a fashion house, receiving the coveted Yardley Award as the leading British designer; and Elizabeth Keckley, a former slave who, in 1855, purchased her and her son’s freedom through her successful dressmaking business and became a confidante of Mary Todd Lincoln, the wife of President Abraham Lincoln.
Another strategic move the savvy businesswoman made is owning the trademark of the chemical structure of melanin to safeguard her brand, maintain market dominance, build consumer trust, and create new revenue opportunities – all of which contribute to the long-term flourishing and expansion of her brand.
The hexagonal shape of the HEX Bags is a nod to the chemical structure of melanin, the pigment that gives skin its color. “The hexagon, repeated three times in melanin’s structure, reflects the scientific origins of our brand,” Roberson shares. “We’re merging our passion for fashion with our deep understanding of the chemistry that makes melanin-rich complexions so beautiful and unique.”
EUMELANIN gained significant recognition when the brand was aired in a national commercial during the Grammy® Awards broadcast on over 20 major television networks, exposing it to a large nationwide audience.
Additionally, the introduction of EUMELANIN’s HEX bag on social media garnered viral attention, with the corresponding social media post amassing over 15,000 shares. This viral social media success demonstrated EUMELANIN’s ability to create fashion products that resonate with and impact a broad consumer base.
Through these high-profile marketing efforts, EUMELANIN was able to significantly increase its brand awareness and showcase how fashion can be a vehicle for creating meaningful social impact.
On August 19-21, EUMELANIN will release and debut the HEX Mini Bag at the Project Show in Las Vegas as part of the IMFC Incubator program the brand is part of.
To see the EUMELANIN product line, please click here.
- About EUMELANIN
EUMELANIN is a Black woman-owned luxury fashion brand celebrating and elevating black and brown beauty through scientifically inspired designs. Founded by chemist and designer Deirdre Roberson, our mission is to honor melanin-rich skin tones and challenge traditional beauty norms. We create high-quality apparel, jewelry, and luxury leather goods, each piece infused with the chemical structure of melanin to symbolize our commitment to inclusivity and representation.
Our products are more than just fashion items; they are statements of identity and empowerment. Each piece shares the stories of forgotten black fashion pioneers, ensuring their legacies are remembered and celebrated. The HEX Bag, which went viral in 2022, exemplifies our dedication to innovative design and luxury craftsmanship.
At EUMELANIN we strive to inspire and empower our community by promoting diversity and excellence in the fashion industry. We aim to expand our product line, increase our global presence, and continue challenging traditional beauty norms through our culturally resonant designs. Our ultimate goal is to make a lasting impact on the luxury fashion market, creating products that resonate with and honor the beauty of black and brown communities.
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- About the Founder
EUMELANIN is a fashion brand that merges Deirdre Roberson’s scientific and creative side. She uses her talents and life experiences to address issues of colorism that she’s faced in her community, which exists worldwide. She started the brand because she believes fashion can use its powers for good and be a vehicle to send an important message that all shades of skin are beautiful. It is important to celebrate all shades, especially those that fashion, beauty, media, and society deem(Opens in a new browser tab)unworthy.
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