Today it’s a rare thing to find a brand that has so many meanings - this is exactly the feeling the Azi brand evokes. We gave the word to its founder, Aziza Azim to find out that the first impression was still the right one. In an interview for the summer issue of the Vremena Goda Magazine, she talked about herself, fashion and her favorite cities.
Alexandre Vauthier (TOPSTYLE) jumpsuit; By Far (TOPSTYLE) mules; Cartier earrings
I live in Moscow since my family, beloved ones as well as my professional activities are here. Although I grew up abroad, Moscow spirit perfectly suits me. Moscow is a center between Europe, Asia and America, it is a convenient place to live, communicate and implement ideas. I have many like-minded people here. It doesn't matter where you are from, but what does matter is what you do and how you think. Then there are no boundaries and your location is not important.
Honestly, I only recently fell in love with Moscow, despite our relationship has already been over 15 years. Sometimes love fades out as this city is very energy-consuming, it is essential to figure out what you want to receive from it.
America is my second home, but I won't say I’m missing it. Each city gives certain knowledge and energy. Los Angeles has an incredible light for production: it is a good place for shooting. And also, you can encounter anyone, even Brad Pitt, just being out for coffee, and thus understand how connected we are to each other. I lived in New York for five years, and it is an incredibly fast-moving city - everything there multiplies a thousand times.
ABOUT OWN BRAND
I call the customers of the Azi brand heroines. Statistics run that 70% of them are located outside of Russia. Once a grandmother came to us to buy fashion items for her daughter and granddaughter. It means our heroine does not belong to a single place or even generation.
Our heroine has walked her path, she perfectly knows what is alien and what is close to her. She does know that quantity doesn't equal quality. She is very careful about her choice. She has certain criteria for cut, texture, composition. Therefore, it is not crucial for my heroine to follow the trends dictated by the industry. This is a creative girl with enough visual experience.
I do not call myself a designer, I am a doer: I study, create, think and share my experience. That’s why I do not give a definition to my occupation. I explore. Initially, I was interested in the editorial office, after marketing, then sales, turning ideas into realities, production. I have a taste I trust and it guides me. I create what I like and what I would like to wear myself. My ideas are five years ahead of their time, if not more. I have a high sensitivity and I follow it.
Gucci blouse; Alexandre Vauthier (TOPSTYLE) pants; By Far (TOPSTYLE) mules; Bvlgari watches