Fashion and astronomy – what could these two fields possibly have in common? For fashion designer Asma Ali al Balushi, they are the two passions that have shaped her creative vision and helped her to better understand her customers.
Al Balushi graduated with a major in business administration but has always been fascinated by art and the mysteries of the stars.
“I have loved art since childhood, but I did not find the incentives that would make me improve my artistic skills, and the social environment that supports this type of art was elusive,” Al Balushi said.
Al Balushi established her clothing brand “Venus World” in 2019 during the outbreak of the pandemic. The basic concept of the brand is Venus, the celestial planet, which symbolizes beauty, elegance, creativity, and femininity.
“Venus World is not a brand that aims to compete or take others' spot in the market, but it came to define the genuine qualities of women, highlight their beauty in the best way, and portray their true human nature,” she explained, “although the beginning was jam-packed with challenges, they strengthened us and made us capable of enduring even the most difficult circumstances. Currently, Venus World is only accessible in Omani and the Gulf, yet I am striving to expand the brand internationally and increase brand recognition with its Omani identity and an ancient Arabic touch.”
Al Balushi began to see her customers in a new light. Instead of simply designing clothes that she thought would look good on them, she started to think about their individual personalities, preferences, and lifestyles. By understanding the patterns of their lives, she could create clothing that would truly resonate with them.
Al Balushi said when clients wear one of her designs, they tell her that they feel completely different and very distinct from what they wore before.
What sets Al Balushi apart from others is her ability to maintain the culture and beauty of her home country while incorporating astronomy into her designs. Her designs often feature traditional elements such as intricate embroidery and vibrant colors, which are a nod to her cultural heritage. However, she manages to blend these traditional elements seamlessly with her astronomy-inspired designs, creating something truly unique and beautiful.
“Every design tells a unique story that inspires me. I firmly believe that every work should hold significant meaning and value while inspiring the societal environment. For example, the national scarves designs incorporate Arabic calligraphy (Riqa), which was used by the late Sultan Qaboos bin Said. This idea instills a sense of value in this type of calligraphy in Omani citizens, touching them with love and gratitude,” she emphasized.
Perhaps most importantly, Al Balushi began to see her customers as individuals, rather than just as a mass of consumers. She began to understand their hopes, fears, and dreams, and she used this knowledge to create clothing that would make them feel confident, beautiful, and empowered.
“Astronomy is another source of creative and innovative ideas.” She added, “Introducing this type of science into fashion reflects energy on the wearer, as each sign has a distribution of specific stars that are reflected in a person’s appearance according to his zodiac sign. There is a saying that says: 'Man’s reflection is in the sky,' which means every person has a reflection that he derives from the sky if he can use it correctly.”
In a world where fast fashion dominates, and standard designs are the norm, Al Balushi is a breath of fresh air. She reminds us that fashion is not just about looking good – it's about expressing our true selves, and connecting with the world around us. By embracing the patterns and rhythms of the universe, she has created a unique and inspiring vision of fashion that speaks to the heart and soul of her customers.
“Not everyone who criticizes you understands the work you present or means that his criticism is in the right place.” Al Balushi explained, “Several standards may catch your attention when people criticize you: some criticisms make you take steps forward and work harder to provide what is better, while other criticisms come out of nowhere, so I neglect them because the person presenting them may not be at the intellectual level that makes him a critique.”
Al Balushi started her fashion design career with a limited financial budget, but today has attained a stage of stability both financially and professionally.
Remember that fashion is not just about the clothes – it's about the people who wear them, and the stories they tell, Al Balushi concluded.
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