For someone who obtained a degree in fashion prints from the prestigious Central Saint Martins College of Arts and Design while interning for Alexander McQueen, opportunities look easy. The truth is that Saudi designer Lamia Asudari who established her brand 7 years ago, works incredibly hard for success. “What has happened this year for me and my brand has been amazing, and as a brand we have grown so much. Having this opportunity came as if it was planned, but it was not,” admits Asudari, referring to the chance to work with Vogue Italia during Vogue Fashion Dubai Experience (VFDE). Saudi support Currently, Asudari is based in London, with many supporters in the Kingdom: “Saudi is my main market. Everyone has just been amazing and supportive.” That is not to say that Asudari did not face any challenges here. “My obstacles were the challenges of learning about Saudi culture and do's and don'ts,” the London-born and raised designer said, adding that at one point, she considered opening an atelier in the Kingdom. However, Asudari soon realized that the laws here are “a lot more complicated than anywhere else in the world. Simple things became really difficult to try and do [in the Kingdom], and unfortunately I was not able to open my atelier, but I am looking into opening one in Dubai in the near future.” Favorite pieces Given how personal designing is, Asudari said all the pieces she created are like her babies. However, from the latest collection, she was especially happy with the bomber jacket with gold bows, which is “just fun and playful and looks nice when it sparkles. My bomber jackets are always the signature and my kind of having fun-moment.” Apart from that, there is one concept Asudari came up with in 2011 and recreated over and over: the serpent dress. “[The dress] had over 300 pattern pieces to it. It was based on snake scales and it moves a bit like snake scales. It was a nightmare to cut, a nightmare to sew, but it is just beautiful, and I recreated it in loads of different ways. I made a wedding dress out of it, and we have got mini and long dresses out of it, but the concept of the serpent is something that I love.” The Asudari signature When creating a new look, the Saudi designer likes to be in charge of the whole process, from designing the prints to the cutting and the toiling (testing a garment), but she admits it takes a team to do a whole collection. “I would not be here without my team,” reckons the designer, who is known for her versatile designs and constant experiments with a variety of fabrics. However, what really stands out and gave the label international acclaim are the prints, Asudari said. For Asudari, prints are the strength of her brand and make her designs eclectic. They can even transform a design into “a piece that you keep and want to keep in your wardrobe for your daughter to wear 10, 20 years after you bought it.” To illustrate, Asudari revealed she used to go into her mom's wardrobe as a teenager and find things that she wears even today. “I would love for my brand to get to the level where they become almost like museum pieces that you keep throughout the generations.”
