Emerging Melbourne label Asiyam is giving modest fashion a twist
PHOTOGRAPHY BY LAUREN BAMFORD
WORDS BY IZZY WIGHT
“It’s about finding balance in an industry that doesn’t welcome everyone.”
For Naarm-based designer Asia Hassan, the inspiration to launch her award-winning label came after noticing a distinct gap in the market. “When brands started jumping on the modest fashion bandwagon, they didn’t consult with their customers and, instead, just made what they thought modest is,” Asia told Fashion Journal back in 2019. “I love fashion so much, so I find I’m never satisfied with what most modest stores offer to us.”
As a Muslim woman who chooses to dress modestly, Asia struggled to find garments that were accessible, high quality and to her aesthetic tastes – so she started making her own. She enrolled in The Social Studio’s fashion program, learning the principles of design before graduating and launching her personal project, Asiyam.
Keep up to date with emerging Australian brands over at our Fashion section.
Asia’s thoughtful collection, characterised by luxurious fabrics, delicate draping and intricate pleats, went on to win this year’s Afterpay Australian Fashion Week’s (AAFW) Next Gen program. Asiyam was the first modest label to be featured in the Melbourne Fashion Week schedule, and Asia was a guest of the Australian Fashion Council two years in a row. Below, she speaks on the label’s journey so far.
Tell us about you. What’s your fashion background?
View this post on Instagram
My fashion background is not [that of] the typical fashion designer; I don’t have any formal fashion studies. I am pretty much self-educated.
How did the label get started? Talk us through the process and the challenges.
My love for fashion is something that came to me naturally. I don’t think there was ever a time in my memory when I was not amused by fashion – even when I didn’t know what the word ‘fashion’ meant. I don’t have one defining moment because they’ve all accumulated into this passion I have today.
View this post on Instagram
As far back as I can remember, I’ve always been drawn to beautiful fabrics. I’ve always been infatuated with structured cuts, I just didn’t know why. I’ve always been captivated by new designs… for as long as I’ve known, I wanted to be part of that [world].
What were you trying to achieve from the project at the time? How has this evolved and what are you trying to communicate through the brand now?
What I wanted with the label was [to solve] a very human problem. It’s about finding balance in an industry that doesn’t welcome everyone. I haven’t yet solved the problem, but I am moving closer to it.
Where did the name come from?
View this post on Instagram
The name Asiyam came from my childhood friend Sezan, she would always call me Asiyam, which sounds like my name with an ‘m’ pronunciation. It’s hard to understand in writing, but she explained to me that in Turkish when you add the ‘m’ it makes it ‘my Asia’. I loved this so much.
What inspired me about it was that I can always reclaim myself. There’s something so special about taking ownership of your own name.
How would you describe Asiyam to someone who’s never seen it before?
View this post on Instagram
Asiyam’s essential signatures are fabric manipulation, drapes and pleats… designed for the girl that chooses to wear long, loose silhouettes, the girl that chooses to show no skin in the summer.
What are you most proud of in your work on your label?
What I’m most proud of in my work is my winning collection for this year’s IMG Next Gen designers. This is one of my proudest moments, not only just the designs but also being a woman of colour [and] able to win this.
What do you wish you knew when you started?
View this post on Instagram
I wish I knew people in the industry, I wish I knew fashion is way more than just making beautiful garments. I wish there was someone who looked like me or even had similar experiences I could draw lessons from.
Who do you think is most exciting in Australian/NZ fashion right now?
I think Erik Yvon is the most exciting designer right now.
What about the Australian/NZ fashion industry needs to change?
View this post on Instagram
There is so much that I can’t fit into this interview. One of the things that need to change is as a newbie in the industry, there is a lot of talk about being conscious about the environment or being inclusive in the industry. But I found so much of it is just lip services.
Dream Australian collaborators?
Dream collaborators would be Dion Lee or possibly Zimmerman.
Who is in your wardrobe right now?
View this post on Instagram
I think 99 per cent of my wardrobe is Asiyam.
How can we buy one of your pieces?
For more of Asia’s designs, head here.
Liked this? You’ll love these...
