Yatreda

Yatreda, a family art collective rooted in the celebration of Ethiopian history within the digital realm, derives its name from a childhood moniker.

Founded and led by Kiya Tadele, the collective represents a unique amalgamation of personal history, cultural heritage, and artistic expression.

Kiya Tadele's origins trace back to the Ethiopian countryside, yet her aspirations led her to a transformative journey. Having relocated to the bustling capital city, Addis Ababa, Tadele immersed herself in the modeling industry for a remarkable seven years. Subsequently, driven by a desire to explore the intricacies behind the camera, she transitioned into the realm of production, lending her expertise to lighting and editing departments for various photographers and documentarians across Ethiopia.

Yatreda marks a significant milestone in Tadele's artistic journey as the first project where she assumed full leadership. Seamlessly combining her experiences as a model, casting director, production organizer, and photographer, Tadele navigates the multifaceted responsibilities of leading the collective with both trepidation and exhilaration.

The etymology of the name "Yatreda" is rooted in two Amharic words: "አጥር" (fence) and "ዕዳ" (debt). The genesis of this name can be traced to a childhood encounter when Tadele's mother took her to a vision-impaired woman. The woman, feeling Tadele's face, predicted a future where her beauty would attract attention, resulting in a metaphorical breaking of the family's fence and incurring a debt. This childhood nickname resonates deeply with the collective's ethos, as their creative endeavors unfold within the confines of their front yard. The curious gazes of neighbors and construction workers observing historical figures adorned in costumes within this space led to the apt christening of the collective as Yatreda. In this convergence of personal narrative and artistic vision, Yatreda emerges as a testament to the richness of Ethiopian heritage in the contemporary digital art landscape.