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Exclusive insight into the fashion world of local designer and hidden gem...Azmara Asefa!! 1. What/Who was your inspiration to get into fashion? -I've always liked design. As an architectural designer, I saw a lot of similarities between fashion and architecture. In fact, I think they're the same thing, just different scales. So in that way, architecture is my inspiration. A lot of my inspiration also comes from 1930s and 1940s movies. Those costume designers did every pattern, print, and silhouette back then. It was a really progressive era. But- Nomads are my obsession! I've researched nomads in the Horn of Africa specifically and their mixing of fabrics, prints, and drapery is so insanely beautiful! That is something that is consistently referenced in my work. 2. How has your experience in architecture translate into your creations? -I'll see a technique in architecture like tiling or shingling, for example, and apply it to clothing through a print, or laser cut technology, or material, or a connection technique. 3. What designers do you look up to? -McQueen- he's untouchable. I love Vivienne Westwood's punk attitude, and Jean Paul Gaultier's irreverence and technique. 4. How has Columbus influenced your designs? -According to some article, Columbus is the third biggest fashion city in America?? We have a lot of designers and creatives in the city so I have a lot of energy to feed off of. There are a lot of cultures represented here so those bring their own fashion and style inspiration. I want to pull the whole city into a fashion frenzy and create our own style and identity, much like how NYC, Paris, or London have their own identity. This motivates me to push my designs into this vision I see for Columbus. 5. What do you think of the fashion industry in Columbus? -This is the third largest fashion industry so we have great potential. The creatives are all here. As a market, I'd like to see more people take interest in fashion. It's how you present yourself to the world so it's really important! The cold winter hasn't helped. I've seen far too many sweats in public for my liking! 6. What's the reaction been towards your RTW line? -So I launched a cheeky Instagram campaign and followed it with blasts on twitter and facebook. I've received great feedback. I've even heard from people outside of my circle like Mood Fabrics and a NYC fashion blogger. I'm definietley excited for the launch at Kifle! 7. Who is the Azmara girl? -She (or he) is so tragically into fashion that she or he would starve (or live in an alley like in the instagram campaign) to get the most creative, newest thing. The Azmara girl takes pride in his or her appearance and wants to stand out. As a side note, I see the draped wool jumper as unisex. I picture a guy with a beard wearing it unbelted with a massive scarf. If you know any beardos send them to the shop because that would be the perfect outfit for their look. Their called the "Azmara girl", but it could be anyone who's adventurous with fashion. 8. What's next for you in the fashion world? -I am working on a concept series for 2014. It's about the body's relationship with body dressing. I'm using themes found in embodiment theory and abstracting them into wearable pieces. The last piece in the series will use wearable technology! Look out for dates and events. 9. What mark will Azmara leave? -I want to raise people's conscientiousness of fashion. It's more than seeing something in a magazine and buying it because of the label. I want to have people ask the question- why? 10. How has the weeks before your brand launch been? -It's been crazy. I made some big changes in my life to dedicate myself to fashion more and grow my business, but I know my fresh perspective will thrive in this industry!