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who is Slayna?
Where It Began
Before there was a brand, there was a young girl who understood the world through what people wore.
Dana Johnson was born in the Bronx and raised between two worlds: the city’s raw, fearless energy and the quiet of upstate New York, just thirty to forty minutes out.
That distance gave her a wide-angle view of style, from streetwear to function to the way a look changes depending on where you stand when you see it.
Her family was her first fashion education. Her father, a Harlem native, gave her streetwear. Her mother gave her timeless taste. Her grandmothers, whose vintage finds knew no limits, gave her the thrill of the hunt. Dana would go through all of their closets, and that is where her love of collectibles and rare vintage pieces began.
By seven, her mother already trusted her to put together her own outfits. It was an early kind of freedom, one that allowed her to discover who she was through what she chose to wear.
But there was one outfit that changed everything.
For her eighth birthday, her godmother gifted her a Baby Phat set: a baby-blue halter top, a white denim miniskirt, and a matching purse. She still remembers the combination. The contrast of that soft blue against the crisp white. The silhouette. The feeling of putting it all together. Something about those colors awakened something in her. The outfit made her feel fearless, as though she could step into an entirely different version of herself simply by getting dressed.
It was more than a birthday gift. It was one of her earliest memories of understanding the transformative power of fashion.
'Fashion became my armor. My canvas. A way of expressing everything I felt without having to say much at all."
Long before she could articulate what personal style meant, she understood its power: that clothing could hold emotion, create confidence, and allow someone to become whoever they imagined themselves to be.
That belief would eventually become the foundation of Haus of Slayna...a world where getting dressed is more than an everyday ritual. It is an invitation to step outside yourself and discover another realm of possibility.
The Name
In 2016, “slay” was the word of the moment, and Dana was already living it. In high school, she designed her own prom dress and dressed others for theirs. She never dressed down, unless she had a volleyball, soccer, or basketball game that day. Her friends and peers said she slayed on the regular. She blended her name with her alter ego, and SLAYNA was born.
The Eye
Dana knew in fifth grade that she had an eye. She followed it to the Fashion Institute of Technology, graduating a year early thanks to her AP coursework. But the biggest lesson was never in a classroom. It was learning to read people: how they see themselves, what they’re afraid to say out loud, and how close their vision already is.
She knew that feeling because she lived it. Dana was confident on the inside, but outwardly she felt society’s standards loudly. Fashion became her outlet, a way to say what she couldn’t yet put into words. That struggle is the foundation of Haus of Slayna.
The Haus
In December 2020, Dana founded Haus of Slayna to help brands and private clients find their spark and dress artistically, in their own way.
Today, Slayna is a multidisciplinary stylist and creative director specializing in fashion styling, creative direction, production, and brand partnerships. Her work blends elevated aesthetics with intentional storytelling, creating distinctive experiences for private clients, celebrities, and global brands.
Her portfolio includes projects for and alongside Warner Bros., The Wall Group, Rent the Runway, CLINIQUE, Samsung, Macy’s, Amazon Fashion, Bloomingdale’s, Theory, SPANX, Away, The Only Agency, Shop The Curated, Oresund Iris, Ralph Lauren, Marie Claire, NYLON, Numéro Homme, and Glamour, alongside celebrity clientele.
Through Haus of Slayna, she continues to redefine personal style and brand storytelling with a refined, contemporary creative vision.