Meet Asomatav - Charming, Fundamental, and Inspired by Georgia
The name Asomatav derives from the ancient Georgian Asomtavruli script, and this brand - which launched in 2019 - explores and celebrates Georgian authenticity, culture, and heritage under the leadership of creative director Natia Gvenetadze.
Natia's desire to honor family and tradition has led Asomatav to undertake modern reinterpretations of traditional national clothing. In doing so, a unique collection has been established that is highlighted through prints and silhouettes that seamlessly connect the past and the present.
What's your name?
Where are you from?
Describe your signature design style in five words.
Fundamental, modern classic, authentic, urban, charming.
What's your biggest source of inspiration?
My motherland, Georgia - I was born in Russia but am originally from Georgia - Georgian traditions, Georgian national dressing, Georgian dances.
Do you think true innovation in fashion is still possible?
Everything new is well-forgotten old.
What role does the commercial aspect play for you? Does it limit your creativity?
The commercial aspect plays a significant role in my brand. The more financial resources a brand has to invest in the creation and development of new collections, the more it will be full of creativity and new technologies.
What other art forms inspire your collections?
Museums, famous paintings.
Do you prefer to follow or subvert trends?
I prefer to follow current trends while interpreting them my way.
Do you thrive off of spontaneity or careful planning?
Inspiration can hit me anytime during the day. Then I transfer it to the paper.
How do you deal with creative blocks?
I travel - there are different, beautiful places around the world - go to museums, theater, opera, ballet, etc.
Are you a romantic person?
Yes, I am.
Do you prioritize aesthetics or functionality?
Asomatav combines aesthetics and functionality.
Which fashion designer do you have the most respect for?
Demna Gvasalia, Simon Porte Jacquemus, Virgil Abloh.
Are your designs connected with or inspired by your heritage?
Yes, the name of my brand Asomatav comes from the word Asomtavruli, which is the first Georgian alphabet from the third century.
Are art and commercialization irreconcilable?
Yes, these can work perfectly together.
What places have the worst-dressed people?
Anywhere there are well-dressed and not-so-well-dressed people.
Did you undergo a formal design education?
I completed a course at the British Design School in Moscow.
Do you think collaborations between companies and designers are cash plays or real attempts at innovation?
Do you gravitate more toward designing for men or women?
What first made you passionate about fashion?
It’s the best way for self-expression.
Once you’ve mastered a certain style, is it difficult to continue evolving it?
All Asomatav items follow the brand’s style and complement each other.
If you had to invent a new color, what would it look like and what would you call it?
My favorite color is black, and I would be happy to invent a double-black color.
Do you work better alone or on a team?
On a team of course.
If you could travel anywhere tomorrow, where would you go?
What is your favorite film?
The Green Mile.
Do you have any rituals when starting a new design?
Positive vibes are always welcome.
What is your favorite thing to do outside of fashion?
Spend time with my special ones, traveling, sport, shopping, eating, etc.
You’ve received an elephant. You can’t give it away or sell it. What would you do with it?
I would post many stories with my new pet on instagram.
What is your favorite food?
Italian pasta and Georgian national food.
What's your favorite month or season?
If you could collaborate with anyone in the world on a new collection, who would it be?
Balenciaga or Demna Gvasalia.
What is your spirit animal?
What’s the first thing you do when you wake up?
Check my phone.
What is one thing you can’t live without?
If you could have any superpower, what would it be?
To predict the future.
Check out Asomatav's new collections here