Baku-based fashion brand TUVA focus on the concept of authentic storytelling, presenting a playful, bold, contemporary and fresh aesthetic to serve the dynamic and modern women. Founder and Creative Director Shabnam Bayramova launched a fashion brand after her fashion studies and experiences collected around the world. Through TUVA, she inspires women around the globe, highlighting the female independence and beauty. We meet Shabnam to find out more about her vision for TUVA, her learnings as a business woman, fashion industry and much more.
Shabnam, tell us about your greatest strength as a professional?
The ability to imagine and understand human psychology.
What inspired you to set up your business?
I had a bedspread that my grandmother made 60 years ago, old patches and patterns always attracted me. One day, I decided to design a garment from this bedspread. The tailor laughed at first but made the garment I wanted, and was astonished in the end. Because the garment made from this bedspread turned out to be really good. I even wore this garment to meet someone very special to me. I received very good feedback from everyone. Then, I prepared a garment from a tablecloth for another meeting… each design was better than the previous one… and this inspired me enough.
How you got involved in fashion design industry and why?
Everyone should dress according to their character… I was having trouble finding clothes that would represent my character. There was always something either too much or too less in the clothes on sale. I think even the most creative garment should know where to stop. Or there should be a peculiarity even in the simplest garment. I wondered if this world needs a new brand? The answer seemed to be yes. After finishing my education in marketing, I started a second education in fashion, I learned every aspect of this job, marketing, sewing, design, textile. After being fully ready, I started, the only thing left for me to learn was experience.
What are the 3 most important things that people should know about TUVA?
The most important is limited production, quality being more superior than price, and creativity being functional.
Is there something that you try to communicate through your designs?
We are trying to communicate functionality and versatility through our designs, with a goal of creating garmets that can be worn for various occasions and all seasons, avoiding the need for multiple non-functional garments. This approach not only benefits our clients but also contributes to the sustainability of the environment , by reducing the one of the biggest problem of our industry, textile waste and its impact on the earth we live in.
What is your favorite part of being in the fashion industry?
My favourite part of being in the fashion industry is like hearing the unheard demands of some women and being able to fill that void, to meet their demand. In addition, in my country, where the fashion industry is rapidly developing, I am passionate about promoting local brands and providing consultancy to many new brands to support them in this field. This connection to the industry and the opportunity to inspire more projects excites me.
You are a true multi-talent. What motivates you?
Of course, the wonderful feedback coming every day and seeing that confidence in the form of a woman dressed in Tuva.
All creative projects have their challenges. What challenges do independent brands like yourself face?
The main challenge is meeting the entire demand due to limited production. However, it is essential to be disciplined, precise, and assertive to be taken more seriously as a woman in the industry. It is also crucial to have knowledge in every aspect of the business: design, production, presentation, styling, customer service, advertising, and, most importantly, problem-solving skills. I am a proponent of the belief that “If you consider your work ideal, success will come naturally.”