Meet ÁCHROME - Gender-Neutral, Futuristic and Multi-Layered Fashion
The ÁCHROME brand is making headlines in Russia and around the world for its gender-free clothing inspired by futuristic ideals. Founded in 2017, it won the international competition BENEXT, cementing its place in Russian fashion as a visionary leader and trendsetter. With a focus on casual clothing, a decidedly avant garde point of view comes to play in the form of metallics, glitter, textured fabrics and recyclable materials.
What's your name?
My name is Aigul Asadullina, and I created my gender-neutral clothing brand under the pseudonym ÁCHROME.
Where are you from?
I was born in a small city in Russia, and then I moved to St. Petersburg to study fashion design at the Saint Petersburg Stieglitz State Academy of Art and Design. Since then, this northern city marked the beginning of my clothing brand.
Describe your signature design style in five words.
Gender-neutral, futuristic, ambiguous, multi-layered, underground.
What's your biggest source of inspiration?
My biggest source of inspiration is people, namely, how they dress and behave in society. I like to travel and look at different people, then I note down everything that comes to my mind. Sometimes ideas come to mind as concepts for the whole collections for several seasons ahead. Also the second most important source for me are my own experiences that go through the prism of my mentality and my thoughts about social problems in the world. The multinationality and rich historical background of my country has definitely left a big imprint on my work.
If you could collaborate with anyone in the world on a new collection, who would it be?
My mission is to show that clothes can be not only beautiful, but also innovative. Therefore, I really want to create a capsule of virtual clothes and discover the possibilities of fashion by the means of my brand. My muse is one of the popular virtual models on Instagram - @lilmiquela, and I would like to create a collection of clothes together with her.
Do you prefer to follow or subvert trends?
To be honest, I prefer to stay ahead of trends :) As an artist, I do not like to follow trends, for me clothes are a way of expressing my thoughts, communicating with the world about problems that are relevant to me. I see a reason to follow only long-term trends, like conscious consumption, etc.
Do you prioritize aesthetics or functionality?
I am happy when I manage to combine these two aspects in clothes. First of all, it is important for me to convey my vision of beauty. And then I think about the architecture of clothes so that a person feels as comfortable wearing my clothes as wearing a second skin.
Do you gravitate more toward designing for men or women?
I want to free clothes from the gender framework and the rules that dictate how a standard man and woman should look. Therefore, my clothes are gender-neutral. I avoid clothing highlighting sexual characteristics. I also like to play with this by bringing fashion motifs and elements associated with women into men's wardrobes and vice versa.
What first made you passionate about fashion?
It started in my early childhood, when I was putting on my parents' clothes and did impromptu fashion shows at home, at first - for my toys, then - for my parents.
What is your favorite thing to do outside of fashion?
My other passion is music. I would not be able to create and feel harmony if I were forbidden to listen to music. I am an absolute music lover.
Check out ÁCHROME's new collections here