Working Design from the Feet Up.
21-04-2006
…and who have contributed as visiting lecturers to HE fashion programmes. What is unusual is the fact that as well as both being design practitioners, Bashir is an inspirational Senior Lecturer at the Arts Institute at Bournemouth for the BA (Hons) Fashion Studies degree, which with only two graduating cohorts thus far has successfully shown each year at the prestigious London Graduate Fashion Week and received tremendous accolade.
In interview (18. 04.2006) Bashir discussed his and Chieh’s label, Aswaliu, and the distinct design ethos developing from it.
Q. (SH) So Bashir, why shoe design when you and Chieh have both specifically specialised in womenswear and knitwear?
A. (BA) Developing a new BA (Hons) Fashion Studies degree in an industry focussed and specialist Art and Design college, has proved extremely demanding, and we also realised it was just too early to initiate a clothing collection yet. When on summer vacation in
Q. (SH) How did the shoe designs develop from your
A. (BA) Shoes proved to be the ‘step’ forward because we started to fully appreciate how important the balance of shoe design was in relation to the whole of the silhouette. Having taken pattern blocks and scissors with me for clothes design preparation, instead we sourced a wealth of suppliers and industry contacts to consider a shoe range being available for A/W 2005.
Q. (SH) Who is your ‘ideal’ shoe customer?
A. (BA) Our ethos is this – we are not bracketing our consumers with an age profile but to those who have an acute sense of style and who know how to be fashionable…
without it being branded on their sleeve…and who recognise that fashion wear, particularly shoes, should have the ability to be worn on diverse occasions, styled in a variety of ways and are classic, wearable, comfortable and yet still fashionable in the real sense of the word, without the dictates of seasons and current trends.
Q. (SH) The shoe range is small, is this intentional?
A. (BA) Yes, we have focussed on small production with limited pieces that allow for individuality.
Q. (SH) The website illustrates lovely shoes; who has assisted in the photography and styling?
A. (BA) Two level three students who are currently constructing their own designs towards showing at London Graduate Fashion Week, Anna Felton and Joanne Lee, were commissioned to do a photo shoot – the students are multi-disciplined in their talents and the images have proved sophisticated and stylish.
Q. (SH) You are now nearly to the second stage of your brand development – knitwear – to be part of the Aswaliu pure label. Will this be available soon?
A. (BA) Within the next four weeks we will have available for our distinct customer, a small, bespoke range of very special summer knit pieces – delicate, hand-made in translucent colours of grey, black, olive green and deep red, for example, some with the most beautiful embroidery, but also very contemporary.
Q. (SH) After the success of this – then a clothing collection?
A. (BA) Eventually –
We are effectively developing our design ideas from ‘the feet up’!
Senior Lecturer
BA (Hons) Fashion Studies &
BA (Hons) Costume for the Screen and Stage
The Arts Institute at
