Festdrakt

A modern take

“I love May 17th! It’s the most important day of the year for me. It’s about community, pride, and showing who you are – including when you have roots in different cultures,” says Haddy Jammeh, founder of Ada Festdrakter, a company that custom-tailors festive costumes that complement the Norwegian bunad traditions.

May 17th is Norway's national day, when Norwegians love to show off the more than 450 different kinds of bunads that exist in Norway, each with its own unique design that varies depending on where the bunad (and the person wearing it) comes from or has roots.

But in recent years, the festdrakt has become more and more popular and visible in the streets. It's a modern type of Norwegian festive costume inspired by traditional folk clothing. However, unlike the bunad, the festdrakt is not tied to a specific region or historical design. It was developed to offer a more accessible, inclusive and often more affordable alternative.

Multicultural heritage

Haddy was born and raised in the multicultural Holmlia neighbourhood of Oslo, to parents from Gambia. She describes herself as a "true Oslo girl", shaped by a life that straddles two cultures.

“I’ve been deeply integrated in both Norwegian and African culture, but it’s not always easy to know where you truly belong. In Holmlia, many of us shared that feeling – we felt safe and comfortable there, but in other places we often felt like we didn’t quite fit in.”

That’s why Haddy dedicated a large part of her life to promoting diversity and integration in various settings.

But in 2015, her life took a new turn when she received a Ghanaian festive costume from her father as a gift.

She styled it a bit more in the typical bunad style, with a white blouse, silver brooches, and jewellery – and was overwhelmed by all the compliments she received. People stopped her in the street to ask where the dress was from.

A few years later she posted a photo of herself wearing the dress on Instagram. The response was enormous.

“That’s when I started to realise that many people shared the same feeling I had – a desire to celebrate important occasions in clothes that reflect their whole identity,” she says.

Rooted in the individual

Haddy decided to test out her idea: could there be a market for festive costumes that combine traditional bunad design with elements from various cultures? The feedback was swift and clear.

“People from both minority backgrounds and ethnic Norwegians reached out. Many said they felt seen. It wasn’t just about the clothes – it was about respect for traditions and about being included in them.”

That’s how Ada Festdrakter was born – a clothing concept that unites the traditional and the personal, the Norwegian and the global. The dresses are sewn in Gambia by a local tailor with whom Haddy collaborates. The fabrics vary – sometimes it’s wool, other times Indian silk, brocade, or recycled textiles. Among other things, she has made a costume from old curtain fabric and another from a used sofa cover.

Inspiration for the prototypes she makes comes from many places – a Persian-inspired gown, a Moroccan brocade-inspired version, a South Asian silhouette, and a blue dress representing the ethnic groups she herself belongs to in Gambia, the Wolof and Mandinka.

“Many customers bring their own fabric in order to create a festive costume made that reflects their roots and history. It becomes something entirely personal – and something they wear with pride.”

Ada Festdrakter has a strong visual identity. Its logo combines elements from Norwegian handicraft traditions with symbols from West African culture. And her slogan says it all: “Sewing you together.”

Lets all of you shine

Haddy tells is that the dresses are used in far more settings than just May 17th – in confirmations, weddings, and all kinds of occasions where people want to show up as their full selves.

“Many have told me they’ve dreamed of a festive costume for years but never really felt that there was one for them. Now they feel pride and belonging – and that makes me incredibly grateful. When someone says, ‘thank you for creating something that lets all of me shine,’ then I know it really means something.”

For Haddy, it’s not about challenging bunad traditions, but about being part of them – on her own terms.

“I have so much respect for the entire tradition. Creating festive costumes in this way is my way of saying that I, too, want to belong.”

Creative costumes

Haddy is far from being alone in embracing the growing trend of colourful festdrakter. These modern alternatives to the traditional bunad have surged in popularity, particularly among those who wish to celebrate their Norwegian heritage without being bound by the strict regional or historical guidelines of a classic bunad.

Festdrakter are also an excellent choice for children or for individuals who may not have a strong familial or geographic connection to a specific bunad tradition.

You can find affordable, ready-made versions in many shops, have one custom-tailored, or even design and sew your own – a creative pursuit that’s gaining traction. Books and how-to videos on social media offer inspiration. Each year, more and more unique and colourful festdrakter can be seen in celebrations across the country.

So if you see one you like, don’t hesitate to offer a compliment—there’s often a meaningful and personal story behind every costume!