Saudi heritage
By Daniela Bonetto
How has your background influenced your work?
My background plays a big part in how I construct my prints and how I tackle my silhouettes. It becomes second nature as I tend to mix influences and experiences in my work. That is what makes the Asudari prints so unique.
How and what made you get into fashion?
I was always very artistic as a child and loved making things so it was just natural when I started picking up off cut fabrics from the floor of my mother’s Uniform factory Adeem and started using the sewing machine at the age of nine singing to Lionel Richie with the seamstresses.
You started off as an intern at Alexander McQueen, how was it working so closely with him? What is the most important thing he taught you?
Interning at the McQueen studio was an eye opener and taught me the reality of my industry. Being so close to Lee before the Gucci group was unforgettable and made me realise that you need to put in the hours to reap the rewards.
In 2007 Lamia launched ASUDARI. Its design philosophy lies in a trans-cultural aesthetic, combining and hybridizing two desperate and dissimilar worlds into a ‘Harmonic Fusion’ juxtaposed against a 21st century backdrop. Asudari’s distinctive concept of kaleidoscopic colour and form has earned the label the acclaim of a strong global recognition with recent credit in Vogue Italia amongst other publications. Asudari is one of today’s most promising and emerging London Fashion labels stocking at Harvey Nichols, Mahat and Maison, BO-M K.S.A and notjustalabel.com.
How has your design evolved since setting up in 2007?
I have grown with my brand and when I registered the company in the UK I was aware it would take time to develop. I have a 3 year gap in between that made me honed in on my talent and gave me the platform I have today.
Congratulations on your fabulous new A/W 14 collection. What are the highlights from this collection?
The highlight was showing the collection at fashion forward. Working with Ruth Bradley made all the difference.
How does an ASUDARI design begin?
I begin with my moving mood board and I start with one image that leads to a story.
A lady is out shopping. Why do you think she would pick an ASUDARI piece?
Because she wants to be current yet timeless.
What is femininity to you?
Inner strength that is fuelled with confidence.
What makes the perfect modern-day woman?
Someone that finds beauty even in their faults.
Where do you shop?
To be honest. I don’t need to shop when I have a studio full of clothes.
What have you bought recently that you absolutely love?
I bought the Rottweiler Givenchy pouch that I love and use it every day everywhere.
What can’t you leave the house without?
Mascara
Who is Lamia Asudari at home? Your favourite room and why?
My bedroom as I love my French vintage embroidered bed and art collection.
Your house is burning, what do you grab?
My dog. Coco the Asudari mascot is my baby.
Finally… Anything else on the horizon that you would like to share?
My bridal wear is taking off and I am so excited to go to Shanghai in March.
asudari.com
