Designers, stylists and fashion bloggers from Uzbekistan on what local brands deserve attention and how the arrival of new foreign boutiques has changed the market.
Diana Chudilova, city — Tashkent, designer and personal stylist, @_chu_di_
About me
I am a designer and creator of clothes. Since recently I have been engaged in personal styling.
Style in Uzbekistan today
In Tashkent today, progressive modern people prefer to add ethnic motifs to everyday and weekend looks. This is beautiful and organically suits our national culture. The fashion industry is also oriented towards modern ethnicity.
I am picking up on the trend of conscious consumption. I especially like how upcycle designers are developing. It's close to me. More and more brands are using quality natural materials, which is great for our climate.
About trends
We are all happy about the arrival of such a giant as Inditex on the market. Any variety always has a positive effect on the mood of the market and the purchasing power of the population.
With our clients, we most often visit stores of local brands. Personally, I like Chiroyli, Pink Island, Kanishka.
Malik Majidov, city — Tashkent, fashion-influencer, @syndicate.7
About me
I am a stylist and merchandiser. I worked at LVMH for brands such as Givenchy, Balenciaga and Alexander Mcqueen for over seven years. My passion in fashion is Streetwear. I blog on Instagram to elevate this culture. I believe that on the way of finding our own style we are hindered by factors such as humor, facts, Uzbek mentality and stereotypes.
Style in Uzbekistan today
Style is a reflection of the inner state, worldview of a person, expressed in external forms. And if the inner and outer harmoniously correlate, then we can say that a person has found his or her style.
Every Uzbek knows that in six months the market has changed a lot and what brands have entered our country. Of course, we had High-end and Premium brands. But brands such as Zara, Bershka, Massimo Dutti, New Yorker, Pull&Bear and Oysho have given almost the entire population an opportunity to transform themselves and be in trend! Before that, we only had luxury brands in trend.
About trends
The combination of incongruous elements becomes actual for street fashion: an airy dress with rough boots or sneakers. Velvet, lace, leather, denim are in trend. All these materials have a place in Streetwear images. Neutral colors of clothes can be diluted with pastel, bright, catchy inscriptions.
Brands I would mention: Aimè Leon Dore, Vetements, Off White, Ralph Lauren, Amiri, Rick Owens, Kith, Bape.
Dilnoza Maksudova, city — Tashkent, founder of Imsilk brand, @imsilk_uz
About me
I am a doctor-neurologist, candidate of medical sciences. I work in a private clinic. I am also a mom of three wonderful boys.
Since childhood I have been drawing sketches for dresses and coming up with interesting models. But since my family is 90% doctors, I followed in my parents' footsteps. Working as a doctor, I always followed fashion. And two years ago at one of the events many people liked my outfit so much that they asked me what designer made this dress. I told them that the dress was made according to my sketch, and I started receiving orders. This is how the Imsilk brand was born. It is presented in the Teplo Store and has already managed to find its customers.
Style in Uzbekistan today
I can safely say that we Uzbeks are stylish people. The style and manner of dressing of our women directly reflects the character of each one. This is how each of us copes with several challenging roles, such as mom, wife and successful businesswoman.
We know how to combine comfort with elegance and carry our ethnic wear DNA with ultra—modern products. And today, the whole world enjoys wearing our traditional clothing. This makes us infinitely proud.
About trends
Our brand is two years old. I am grateful to my homeland for such opportunities. During this period, the number of local brands has grown, which generates healthy competition.
Domestic brands are not inferior to foreign brands in terms of boldness and quality. Our designers know how to combine the incongruous. It is a pleasure to see how tourists are eager to buy Uzbek national clothes and wear them with pleasure.
Brands that I would like to mention: Liliya D'ulat, Moel Bosh, Elf.Corp, Saadi Atelier, Aida Ozker, Nadi Uz Items.