Fueled by fortitude, femininity, and fierceness, aŠady is a brand for the everyday woman ready to grab life by its horns–and look good doing it.
”Our designs are powered by bold cuts coupled with intricate embroidery, adding a delicate touch to our pieces: your invincible shield of confidence. At aŠady, we believe you can be both strong and feminine, any day and anywhere. There is no need for compromise.”
Designer and namesake of the brand, Dana Asady, continues to draw inspiration from past and present. Her work is influenced by timeless shapes with roots in ancient Mesopotamia, where goddesses ruled both love and war simultaneously, married with a modern twist fit for the 21st century woman.
Our goal is to elevate your style, one daring piece at a time. Our muse is you.– DANA ASADY
A CHAT WITH DANA ASADY, FOUNDER + DESIGNER OF AŠADY
How does your brand position itself on the international market?
We seem to have more following and exposure in Europe , the Middle East vs. the United States. Women in Europe and the Middle East are drawn to brands that can talk to their personal style which is more risk taking and embellished , Luckily we fall into that category. Most of our pieces are affordable to most women compared to other luxury brands without compromising on the striking aesthetic.
How the brand was born and how many people are involved in the team now?
aSady was born three years ago, it took an entire year between research, prototype and to create and solidify and a trustworthy process that our customers can rely on. We are currently a team of five between design, sample making, management, marketing and PR not to mention our manufacturer partners who help us streamline the production cycle.
What do you think is the biggest challenge for a young brand right now?
There is no shortage of talent and creativity in this world. However, most young brands face challenges of staying current and serving a smarter and more informed generation of customers that the fashion world ever encountered. The current customer has access to so much information from all over the world, they will look to an affordable option that looks good, feels good, ethical, sustainable, with a relatable message.
Staying current is a real deal.– DANA ASADY
How do you want to achieve the long-lasting concept for your brand and how do you determine what is durable design?
My brand is a marriage between timeless and timely fashion, which makes my pieces both runway ready but also worth admiring for generations. I draw inspiration from designers who have perfected this marriage, like Alexander McQueen. Good art also does not diminish in value or respectability regardless of time, and the foundation of my pieces is that artistic vision. Aside from timeless concepts, quality of fabric and design is and will always be key to a long-lasting brand and future.
What happens to that part of a production that does not get sold?
We donate a large part of our production that doesn’t get sold to mercy homes in the Chicago metropolitan area. Our clothes are meant to be worn and meant to bring joy to all women. This is the least that we can do for them.
Where could you serve as a role model for others?
I was born and raised in a third world country war zone until the age of 17, I couldn’t pursue my dreams of being a fashion designer because of the social norms and the set of expectations for younger women at the time . At the age of 40, I decided to believe in my talent and took a jab at that old dream of mine. I hope my story inspires young girls with limited opportunities in life to believe that just because your dream is not transpiring in front of you today that doesn’t mean it will not happen tomorrow or ten years from now.
Our goal is to elevate your style, one daring piece at a time.
OUR MUSE IS YOU.