AIDA KAUMENOVA

What's your design philosophy?
Nomadic culture courses through our veins, inspiring us to curate collections that embody both the spirit of women's freedom and our deep-rooted love for traditions.   

How do you choose colors for your designs?
We select designs based on the offerings from the PANTONE Institute for the upcoming season, and subsequently, we commence the creation of our distinctive fabric prints.

How do you balance creativity with wearability in your designs?
We understand that fashion is inherently social and highly adaptable to the ever-changing world. This is why we channel our creativity into practicality.

How do you stay inspired?
To maintain a positive and inspired mindset, I embrace an active lifestyle. I engage in sports and take part in various projects, allowing me to connect with new individuals. Most importantly, it is people who truly inspire me. Through effective teamwork and the distribution of responsibilities within my team, I am afforded the chance to explore, hike, and practice meditation.

What's the most important thing you've learned about fashion design?
To me, fashion design encompasses an entire world, a profound philosophy. It revolves around culture, reflecting the societal atmosphere; it essentially becomes an extension of each individual, a second self.