Ted Baker KSA

Interview with LAMIA ASUDARI

By Ornella Homsi

ShoesandDrama.com | LAMIA ASUDARI

Three (3) of our favorite @Asudari looks at @ffwddxb

Meet Lamia - the designer behind the Asudari brand. Lamia Asudari obtained her degree in Fashion Print from the Prestigious Central Saint Martins College of Arts and Design whilst working under Alexander McQueen. Having already tailored a background in Theatre and Costume Design and gaining her qualification in Pattern Cutting from the London College of Fashion, her passion lies in her development and execution of intricate and emotionally driven hand crafted prints, whilst constantly experimenting with a variety of fabrics against conflicting and bold silhouettes.

In 2007, she launched ASUDARI with a design philosophy that lies in a trans-cultural aesthetic, combining and hybridizing two desperate and dissimilar worlds into a Harmonic Fusion juxtaposed against a 21st century backdrop.

What is the philosophy and main inspiration for Asudari?

Innovative prints, kaleidoscopic colors, intelligent tailoring with a new age, crafted aesthetic. Be all and become with a taste of the real soldier.

We loved the short blonde wigs on your models at FFWD can you tell us why you chose this look?

The look was made to encapsulate a generic mannequin coming to life. Stills with no emotion. With the same confusion that our beloved “mannequin” film from the 80′s felt. Her confusion and how she tried to hide it. To be human. What ever that might feel.

That inspiration brought meaning to a collection that needed to be without body but just form…. And for once emotion had to be controlled. This time. The prints needed to have a sold substance. A thread that is the same throughout the style. The following thread of firearms and guns is an anecdote to this image. Yet different but a solid, non the less. A form of action. Yet in the sub mannequin manner of perfection. We still come from a world of weaponry.

Thus, we all need to think! Make all looks the same by putting blond wigs on all walks of life to prove they can all be the same with just a wig. Even a bad one.

Which is more difficult for you, design or execution?

Don’t find either difficult. The only challenge I might have is keeping up with the demand. Design comes as second nature to me. Subconsciously, I view everything with design in mind. Shapes and formed start taking shape in the mind daily.  Once this form has developed, the natural progression is execution which becomes the main focus. This is an exiting time for me as my designs start taking shape and start having a life of its own.

Print-focused designers tend to become a kind of “type-cast” in way such as Mary Katrantzou and Emilio Pucci are you afraid of that happening to Asaduri?

Asudari is proud to be distinguished for its prints and I am a print designer. The depth of my collections translates in the message in my prints whatever the medium I choose to execute them in. To be recognized for that would be an honor. Asudari also dose bespoke bridal and culture dresses, which is a division that is growing rapidly.

What’s the must-have characteristic for a young and talented fashion designer to survive in the fast-changing fashion world?


Which piece from the collection you presented at FFWD was your favorite and why?

I love the Sketchagun print due its playful manure and harsh subject. Wearing this print with body con fabrics gives a 90′s edge that I love. The palette star embroidery is a showstopper. I used my prints to make this up using laser cutters and each piece was hand embroidered. The blazer gown with its backless detail is so reagent and graceful. Is hard to choose one piece when so much of you went in to each part of the collection.

ShoesandDrama | Lamia-Asudari-Fashion-Designer-at-FFWD

The designer herself, Lamia #Asudari, at Fashion Forward (FFWD)