Fashion designer Avesta Isso is originally from Afrin, Kurdistan, now she is based in Saarbrucken, Germany. Her designs will be showcased in Fashion Week London with the House of iKons on September 19, 2020.
FWM: How did you start your journey?
My journey started since I was a young girl, my mom used to design my clothes when I was a child and after I’ve grown up, I stated to tell her how to sew my clothes by choosing the colour and the design. I was passionate about fashion but couldn’t find a course to study fashion design because the University in Syria didn’t offer such courses. Therefore, I decided to study English literature and I did an internship with a radio and TV channel in the city of Aleppo. When the war started in Syria, me and my family had to escape the country and moved to Erbil in Kurdistan. There, I continued my education in media and did an internship with the TV channel Al Jazeera. I was still designing and sewing in my free time and even designed some dresses for family and friends. My hopes of perusing my dream in fashion design one day shattered again after another war started by the terror group ISIS. The attacks and the genocide on my Yazidi (Ezidi) community in Afrin and Shingal were absolutely devastating. I am also originally from Afrin and me and my family had to flee from ISIS and escaped to Germany as refugees in 2014. It was a very difficult and traumatic time for me, my family and my Yazidi community. After all these traumatic experiences and the fact that I and my family had to start our lives from scratch again, I was actually given the chance to pursue my journey in fashion design in Germany. I recognized that the fashion industry in Europe is different from the fashion industry in the Middle East and started the idea to build my own fashion brand. So I tried to improve my knowledge in the fashion world and did an entrepreneurship training in Germany and showcased my first fashion collection for my own fashion show in August 2018. I used the material also for my graduation project as it was at the same time. Today, I have an Atelier in Saarbrucken in Germany and even offer an online shop. I have dressed pageant contestants for the Saarbrucken contest twice and was also invited to the nationwide start-up offensive program in the county of Saarland in February 2019. Currently, I’m in Milan for a few months to design my newest collection and doing another further education at the University.
FWM: Tell us about the Kurdish solo segment “The hidden beauty of Kurdistan” represented by Zarya Azadi at the House of iKons.
When I was introduced to Zarya Azadi by a mutual friend from a Kurdish TV channel I was very delighted to hear that there was another Kurdish-Yazdid (Ezidi) woman involved in the fashion world. When Zarya introduced the Kurdish solo segment “The hidden beauty of Kurdistan” at the House of iKons fashion show in London to me, I was very proud to hear that she was given the opportunity to create such a beautiful show to represent the history, art and culture of our country and our people. Zarya is one of the main sponsors for the House of iKons fashion show and has definitely paved the way for more Kurdish creatives worldwide to be given a realistic chance in the industry. I know a few Kurdish designers myself and introduced Yadê Couture by Sadiye Demir to Zarya who is now signed and participating at the House of iKons digital show on the 19th September 2020 and the live show from the 20-21 February 2021. Unfortunately, I could not confirm my participation on the show as I am still waiting for the reply from the Foreigners’ Registration Office in order to take part on the live show next year. So I had to miss the digital show unfortunately. However, I’m happy to help and support for the show to become a great success as I believe it’s a very positive way and event in bringing our people together and introducing our art and culture to the western audience. Ya xode u tausî melek it will become a success as we say in my Yazidi (Ezidi) community.
FWM: Tell us about the upcoming London Fashion Week and the House of iKons. Why is this show so important to you?
As a fashion designer it is the biggest achievement in showcasing the newest collection at an international fashion event like the House of iKons fashion show during London Fashion Week. So when I heard about the House of iKons fashion show giving Zarya Azadi the opportunity to create such a big event for our Kurdish community it was even more interesting as I’ve now seen the great success of the House of iKons and their international designers. This platform is giving emerging designers like me the great opportunity to be heard and seen. I would be very happy to be part of the show next year.
FWM: What do you enjoy the most about being a designer?
Being a designer means that I can turn a dream and an imagination into a reality, this means that I can create a smile and happiness for my clients, moreover it is so much fun to design something new by challenge myself every time. I design evening dresses, cocktail dresses and business dresses.
FWM: Describe your designs in a sentence.
My designs are a bridge between East and West, past and present and the convergence of cultures.
