How do you ideally want a woman to feel when wearing Sasha’s State of Mind?
When a woman sets out for the day ahead, she faces a maze of constraints, limitations and pressures; as a woman, as a professional, as a mother. Her clothes, hair, makeup and jewelry – these are under her control and here she makes her statement. A woman in Sasha’s pieces should feel comfortable or alluring, mysterious or energetic, playful or spiritual – whatever her state of mind is.
How does the brand express its unique language?
Sasha’s unique voice and philosophy of playful, dreamy fun are reflected in the brand’s every detail. From engraved fanciful sayings sure to make you smile to the packaging to the giveaways and shop displays, Sasha’s imagination runs wild with whimsy and thrills. Each piece is held together brilliantly with an O-ring; a beautiful clasp that makes Sasha’s collection modular and lets customers take part in designing their own jewelry by selecting charms and chains to suit their mood as well as daydream-inspired collectible gift box sets, making Sasha’s a complete brand experience. Life is a carnival and we choose which rides to go on – it is all about our state of mind!
What is one of your key items for this upcoming season?
This season we have introduced special imprinted leather designs in the language of Sasha and inspired by current fashion trends. Using unique imprinting technology, we are able to express the graphical aesthetic of Sasha’s philosophy and brand.
What is your personal fashion philosophy?
Clothing is not a disguise; it is a language and has ambivalence. On one hand, it covers us up; on the other hand, it exposes and expresses our inner world and our moods. The clothes we choose to wear are an inseparable part of the ongoing dialog we have with the environment.
If you were not a designer of this brand, what would you be doing?
I spent 18 years as an interior designer and I managed a business for soft furnishings. If I hadn’t gone into fashion accessories, I would probably still be doing interior design. I am a creator and a designer by nature and I can’t imagine myself doing anything else.