Ahmed Azzam Talks All Things Bags

Individuality seems to be the strong suit this creator manifests. Graduating from the Faculty of Commerce in Cairo University, Ahmed Azzam worked in the field of digital media for years alongside designing. His creative passion actually grew at an early age, and now we have an inventive designer known for the fanciful, avant-garde shapes that mark his iconic brand, ZAAM. His continuous dedication paid off; while studying, he managed to grow his talent designing accessories for women, and down the line, men’s apparel, till he launched his first bag line in his very own name in 2012. We were able to sit down with the sensational designer and catch up on his latest creations, fashion perspectives and the current market.

What made you go for the bag industry?

It all started in 2012 when I realized I had much passion for everything classic and vintage. I wanted to put this passion to work and start working on my vision professionally till I create something unique, timeless and impeccable. I did my extensive research beforehand and took a step into creating a signature brand that linked those two aspects with a modern twist. Since its creation, ZAAM speaks volumes in the fashion industry, representing authentic leather goods.

You came up with consecutive, various collections. Do you believe in versatility rather than limited signature designs?

This perception varies from one designer to another. I always like to aim for versatility, whether in the collections or the lines. I always keep a lookout on the market’s latest trends as a necessity observation but make sure the brand still stands the test of time. That is why we have different styles and shapes that make the brand largely collective, while ensuring we keep our original identity. It’s what makes our collections so fresh and forward in this aspect.

ZAAM is now a global brand. How did you create such an imprint in a competitive industry?

After we reviewed the industry route and client-based needs, we were able to expand internationally to Dubai, Korea, UAE, Oman, and soon the KSA. It’s all about the concept and identity of what we present each time, as long as we stand out and make an imprint among other competitors.

Do you believe designing for a special audience or client in mind rather than offering common taste?

When you head towards a different route from the start, you bear in mind that it takes time to establish a specifically dedicated clientbase. No designer can satisfy everyone’s taste, so he might as well try to create the identity he desires, and it will eventually attract a targeted party of customers that are familiar enough with the brand and what sets it apart from the rest.

What inspired your latest collection ‘Coquille’?

Nature contributed to the inspiration behind the production of this collection. Basically, ‘Coquille’ means the seashell. I created most of the bags in their structure and curves, and some modulations were made. For example, I wanted to incorporate pearls in some of the designs but according to the market needs, it was better to leave it without.

What is it about a bag that excites you?

The idea that you can match a bag to a woman is a huge deal. That’s why I always seek certain aspects of any bag’s creation, whether it is my design or the production of other fellow designers. The story, identity and presentation of the brand are counted in before the design itself. What matters most is having all of these aspects taken into consideration when designing, which then creates a wide range of respectful competitors and ultimately benefits the market.

Why geometrics? Take us through your thought process.

Finding a theme or a story behind any collection is by far the most time-consuming process. We aim to meet different concepts each time, so I pay attention to what’s around me from elements, textures and shapes. Then, it’s time for the sketching and designing, along with scooting the market for the finest materials to work with.  

Your brand represents inclusivity for men and women alike. Why did you choose to include both aspects?

We know most of our clients are women; however, we do customize bags of practical purposes for men to ensure that our brand works both ways. I have a vision that this direction will be very much common shortly.

Do you intend to go beyond bags and branch out into other areas like clothing or accessories?

We used to have an annual suits collection for men where the fabric is manufactured in-house and not imported. We are currently on-hold regarding anything but bags, but will soon proceed to look into it.

All in all, what is the most rewarding experience that comes with what you do?

There are a couple! Firstly, it hits me daily that I love what I do, and it genuinely makes me want to evolve as a designer and a brand. Another favorite is seeing my hard work come to fruition and appreciated by many.