Asian spirit brings out all the beauty and richness of Asian fashion infusing it with western codes. The Russian label offers bespoke designs for the empowered modest woman unafraid to affirm her individuality and her one-of-a-kind style. Feminine, noble and royal are the 3 adjectives that best describe this luxury brand.
We had the chance to meet its founder Svetlana Kuzovova in Moscow a few months ago where she kindly invited us to her showroom. We still remember how beautiful, radiant, joyful and kind-hearted she was. These characteristics are also perfectly translated into her designs. Read the interview we had with her to know more about her inspiring fashion journey and her brand.
Svetlana Kuzovova: Let me tell you the story of the brand. In 2010, when I had a connecting flight at Dubai Airport, I bought the latest edition of Libas magazine which was the only one media about Asian fashion at that time. The magazine had a lot of articles about the Fashion Weeks in India, Pakistan, Dubai and other locations all over Asia. I then decided to share information about the Asian designers with the audience in Russia. After making a detailed and thorough analysis of the fashion market, I traveled around the countries of Asia and Orient to meet designers and purchase clothes in order to showcase them during a fashion show in Moscow. This turned out to be incredibly innovative and unusual, my fashion show attracted a lot of interest and I sold all the clothes. However, after having done a couple of fashion shows, I realized that each and every model needs to be adjusted to the features of the Russian market. As a result, we decided to create our own Asian Spirit brand by collaborating with fashion designers from all over Asia to create new collections for Russian and Western markets, and created a versatile fashion line for both the East and the West, and support the globalization trends.
Photos : courtesy of Asian Spirit
I had to face a lot of things because I had no idea about the fashion market, and I just wanted to bring something new to the world of fashion… Something really innovative and unique. Firstly, I didn’t want to create my own brand. The idea was to represent the most talented fashion designers from Asia, and that’s what I really did with the first collection. I simply bought a lot of garments from different showrooms in Asia, brought them to Moscow, and made a fashion show. It was a success because I realized it was something fresh and really demanded. Really soon, I understood that I had to make something on my own because clothes from Asia were not really fit for European minds. We made a giant work, and we were never scared of any problems and obstacles on our way.
I’m inspired by the Fashion Weeks in India, travels, architecture, history, jewelry masterpieces, which can be transferred to the world of fashion. I’m also inspired by nature, colors, shades, our clients and their limitless gratitude.
After 8 years of successful brand operation, I can tell you that Asian Spirit is chosen by modern, charismatic and self-sufficient women of the royal archetype. They are not afraid to set the rules and be unique. They enjoy the fact that their look is too complex to be understood even in the most demanded and sophisticated communities. They love luxury and chic, but they are able to avoid running for popular brands in order to choose their own individuality.
Initially, the idea of the brand was to make a fusion from the ancient crafts and traditions of the Orient and the most innovative technologies and trends from the West by combining the best fabrics, embroideries, ornaments, and textures. The idea is to bring the woman back to her feminine values without despising or showing the body, and provid enough comfort to live in a big city. Each collection of the brand is truly unique and produced only once. We only offer a limited number of items, and we never produce them more than once. By doing so, we are able to give our clients an exquisite and luxurious experience.
It is hard to choose but I think I want to tell you about a short golden jacket made from brocade. This short jacket can be worn during the summer or winter, on virtually any occasion because it can add an elegant touch to any look. Brocade will take more vintage look and a bit pinkish shade in a while. I can easily wear it with dresses and high heels, as well as with more casual looks. It allows changing an entire look making it fresh and unique.
The key idea of the brand is to return the proper understanding of women to themselves. They need to become a creature of divine power. Firstly, we wanted to create a brand that would help women to avoid being linked to the material world that would limit their endless abilities.
We also need to mention that we produce handmade clothing. Such clothes bear a different type of energy, and each stitch is really important. The production of a single dress may take up to 4 months, but it will become the second skin of the woman in return. People wearing our clothes are able to change their mindset that allows starting a totally new and happy life.
My philosophy is Majjhima-Patipada and trust to the internal authority.
“People were created to be loved, while things were made to be used. The world is in chaos because people are used and things are loved” – Dalai Lama.
The most important thing is to enjoy your work. You need to feel that you do what you really want. You need to combine and develop your talents, slowly gaining missing skills and knowledge. Use your intuition and listen to your own feelings. Always ask yourself if what you are doing is making the world a better place.