EXCLUSIVE: SASHA BERRY - The Art of Seduction
Sasha Berry represents a unique concept in scarf creation, inspired by original prints and contemporary art. Inspired by fashion and design, the creator gave birth to an everyday accessory that combines aesthetics and art. Made from natural fabrics, Sasha Berry scarves offer an opportunity to each fashionista to put a true masterpiece on their neck and shoulders!
Interview by Farouk CHEKOUFI
WHO ARE YOU?
My name is Angelina Ober aka Sasha Berry. I am designer, entrepreneur, model, mother, friend, daughter and so many other hats I wear every day.
WHAT MADE YOU WANT TO BECOME A FASHION DESIGNER?
I want to be a fashion designer because it’s the way to express myself.
COULD YOU PLEASE GIVE US A BRAND HISTORY OF SASHA BERRY?
I created Sasha Berry straight after I moved from South of France to North. I was constantly feeling cold and missing sunshine, I wanted to be bundled up in something soft, warm and beautiful. I struggled to find anything, which would have satisfied me, that is how I decided that I have to create it! So In 2012, I decided to showcase my brand to artists and gave them a chance to bring life into materials of scarves. I only choose to work with talented artists whose worldview is so unique and avant-garde that it brings my scarves to life. Sasha Berry offers everyone to wear an artwork everyday!
WHY DID YOU CHOOSE TO GO INTO FASHION?
After completing my studies I worked in fashion magazine Mojeh in Paris, which opened me doors to all shows and the big fashion houses like Chanel, Dior, and Armani... Also, I always liked art, I wanted to create something what resembles my ideas and me.
COULD YOU DESCRIBE TO US YOUR CREATIVE UNIVERSE?
Scarves, it exists there of all kinds and in all brands, but here it is an artistic concept, which hides behind original printed and inspired by the contemporary art. As you know, there are many scarves, different brands designers but my scarves are artistic concepts that are shown in original prints and inspired by contemporary art.
WHAT ARE YOUR SOURCES OF INSPIRATION?
Behind these refined prints is a whole panoply of various and varied artists who are at the origin of drawings, paintings and other unique artistic compositions. Then they transposed on fabrics whose size is worthy of quality and of the originality.
HOW DO YOU MANUFACTURE YOUR PIECES?
I decide to go back to country of my origin and to study the Uzbek ancestral know-how of the spinning mill for better understanding of tisserands work. After that I left to India with an aim of finding the best workshops and factories that would allow me to produce my luxury products.
WHAT HAS CHANGED THE MOST IN THE PAST SINCE YOU'VE BEEN DESIGNING?
As a creative director now I think more of ways to improve existing material. I come up with new ideas to make our scarves ranges more appealing, ad campaigns and branding.
WHO IS THE SASHA BERRY WOMAN AND MAN?
It is a UNISEX brand.
WHAT IS THE DNA OF SASHA BERRY?
Sasha Berry» presents an unique concept of scarves creation, inspired by the original prints and contemporary art. Made from natural materials, Sasha Berry scarves offer an opportunity to each fashionista to put a real masterpiece on the shoulders or on the neck!
WHAT IS THE ULTIMATE SIGNATURE STYLE OF SASHA BERRY?
MORE THAN JUST A SCARF, A PIECE OF ART
WHAT IS THE BEST PART OF YOUR JOB?
My favourite part of my job is to meet the artist and get inspiration for new collection.
YOUR FAVOURITE STAR EVER?
SASHA BERRY HAS BECOMES AN ICONIC BRAND, HOW DID YOU CREATE THIS VISIONARY STYLE?
It gets created in collaboration with artists. Scarves can be used to accessorize as well as help keep you warm while looking chic! A beautiful scarf compliments an outfit and provides the perfect finishing touch. A Sasha Berry Scarf adds the perfect flash of colour to an otherwise basic outfit and can also be the ideal gift for a loved one! Sasha Berry scarves comes in a gift box in the shape of Russian doll, which is original and made for true lovers of luxury and art. Fashion never ends and every year there is new icon new style new vision and new inspiration
WHAT ARE YOUR FAVOURITE FABRICS AND COLOURS TO USE?
Modal cashmere, wool silk, cotton, using natural are some of my favourite fabrics to work with. My favourite colour is black, its magnificent and combines all colours in it.
WHAT ABOUT YOUR FAVOURITE DESIGNS?
Love is my favourite design.
WHAT IS MEAN LUXURY FOR YOU TODAY?
Good quality, unique style, beautiful appearance and comfort in use
WHAT ABOUT THE TRENDS FOR SS 2017 COLLECTIONS?
Spring/Summer 2017; a season where colour evolves away from a feeling of exacting rules to one of accessible colour and sensible colour solutions. A season where the colour synergy that flows between our forecast shades, from airy and light to explosive and bright, leads to unique and diverse colour mixes that tell the story of our global culture.
WHO IS YOUR MUSE TODAY?
Victoria Beckham, Natalia Vodianova.
DO YOU LIKE TO DESIGNS MORE FOR SPRING SUMMER OR FALL WINTER?
Both are very different, winter full of warm colour and spring is more bright and colourful
IF YOU WERE TO BE A PIECE OF CLOTHING OR AN ACCESSORY, WHAT WOULD YOU BE?
A scarf of course, only one is enough. We can use it everyday and everywhere, in travel, in the work, day and night.