Paparazzi Boutique|Luxembourg Interview July 2015
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Life
. Entrepreneurship
. Fashio and
o
3,14
with Feyrouz Ashoura
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Feyrouz Ashouri is one of the young girls who change the face of nowadays Luxembourg. If we have to describe her by the impression she left on us it would be: a young designer, entrepreneur and an artist who was born to create and who bring the Change. After meeting her at the Vernissage @ 1535, we were curious to learn more about her life, future plans and projects. Thus, we have invited Feyrouz for an interview and coffee in the downtown of Luxembourg. We are sure you will enjoy the nice conversation we had with this young woman. And because we won’t waste more time, let us present you her story… PB: Hello, Feyrouz. First of all let us thank you for accepting our invitation for an interview. It is a pelasure meeting you anmd being able to share the readers of Paparazzi Boutique your story. Let’s start with: Who are you? Feyrouz Ashouri: Pleasure is mine. Well, it is really hard to define myself. Actually, putting yourself in a box or frame is something that I consider as a mistake. I am against it. So, basically if I have to answer this question, the answer would just be – I am Feyrouz. A young woman who do fashion and love arts. I am working toward the so called “communities-building”. And what I am trying to do right now is to bring some dynamic here, in Luxembourg. I am trying to merge the sides – the arts and the business; the entrepreneurship with the creativity. To me progress is when art has been combined by science and its technological development. PB: This is very important, though, because young designers are usually not quite aware of the business’ world and how it works, isn’t it?
FA: Yeah, exactly. I was living and working in Dubai for years. And my work there was coherently related to selecting and finding the local “gems” (i.e. designers with their unique work). And what I felt whole doing it was that there is a problem for the graduating designers. Just after finishing their studies they are in a situation when, let’s say, tons of creativity cannot find a way to be expressed in a profitable way.
Why I am so dedicated on my mission now is because I saw this “conflict” with my own eyes. While doing my studies I had the opportunity to work and to see how the business works. Hence now I can give the young designers ideas and advices that are essential for them as young professionals who are taking their first steps in the world of market. My experience allowed me to note out one paradox: sometimes the creativity of the designers limits their own opportunities. Let me give you one simple example. I was invited to the fashion week in Riga. And I was given a very cute and original USB with a portfolio inside. The design of the USB was quite impressive and it definitely
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was a good marketing approach. But as soon as I got back to my office and I have decided to check the look-book I was given I got annoyed. Simply because of the size of the USB card which was going to take all the space around the ports on my laptop. So of course I was not going to disconnect everything just for to look that USB. In such moments you realize that creativity in business cannot go too far. PB: Getting back to the first question we cannot skip the fact you have a very interesting name. What are your origins? FA: I am Luxembourgish, but my dad is from Algeria. PB: Than can we say that you gain some inspiration from the Algerian culture? FA: Indirectly, yes. I have never thought I do, because for me it was even a cliché (you know the commercialization of the Middle East and Arabic culture in the recent years). I was never really associating myself with this culture. Visually, though. Because of course I am keeping the traditions. But when I moved to Dubai I have rediscovered myself a bit. I was impressed by the local culture. Compared to the Arab women who live here or in France, Belgium, Germany etc. women in Dubai are different. They have “normal” trendy clothes, such as leggings, high heels, all the trendy accessories and jewelries. And then they just put the black robe. The impression of seeing
“Because what
progress is? – It is the moment when science meets the creativity. ” Feyrouz Ashoura that is amazing. The robe is giving them some royalty; women look like empresses. Of course there are some women, who are a bit more “strict” but still there is an outstanding beauty within them. While they are walking on the street or in the shopping mall you may catch with your eyes the “less-than-asecond” moment when under the robe appears the outfit of the modern woman.
definitely is the yellow. PB: Shoes? FA: I like high heels. But in the city it is a bit complicated having your high heels not broken (smiling) PB: How about your family? Did they support you when they understood you have chosen the design to be your profession?
And believe me this brings a very deep impression of being a discoverer of unexpected beauty that exist all around in different shapes and forms. It is a philosophy. Not just a lifestyle. So, back to your question – life is dynamic. Hence, I am in a period of making synthesis of what I have seen, explored and.. have within my DNA. PB: Talking about fashion is there a type of textile that you prefer to use as a designer and as a consumer? FA: I love raw materials. Leather, fur, silk… They are eternal. Silk blouses stay forever and their shape does never change. On the other hand, I like ‘avangard’ materials; abstract and untraditional decisions that bring new waves and trends. The problem is that the high globalization led to the so called “fast fashion” phenomena. Cheapest costs and materials are the leading factors. PB: And that doesn’t give you a chance to truly sense? FA: Yes, exactly. If there is no respect between producer/designer/ and client than there must be something wrong in the chain. PB: Do you have a favorite colour? FA: I think it depends. In general I love green, emerald green. But for this summer, the colour that takes an important role in my wardrobe
FA: Well, as usually happens in life, when there is something new appearing on the horizon it brings different reactions (smiling again). My mum actually believed I will have a bright career in the field of medicine. Being honest, I was also determined to become a doctor, an osteopath. But then I have realized I love science, anatomy etc., in a different way - for me it is interesting to see how things are working; their practical side, not the theory. At the beginning, when my family heard about my new plans, they didn’t take it too serious. They were ok as far as they are really openminded. It was at the high school when I went to a fair where young people try to find what the field they want to develop in is. It was the 1st time I really saw the design as an opportunity. It was one of those moments when your entire world is changing… in just few seconds. PB: When people make such a big change in their life they usually change their friends, social circle etc. Did it happen to you, too? FA: This is a really interesting question, actually. Basically, it was really critic moment. A lot of people weren’t taking seriously my new intentions. My teachers even boycotted me (she’s smiling).And sometimes it was very annoying – because you notice people’s change can be based merely on some subjective perceptions, which gives limitations. In Luxembourg the educative system is based on the logic that science, medicines and finances are on the top, while arts and fashion are “locked” on the bottom. The society, i.e. the system, wants to reproduce itself and to keep the current status quo (which of course is absolutely natural and
thus should not surprise us as an algorithm).The economy wants to keep itself in the way it is. So, as a consequence Luxembourgish people still don’t know the real value and the prestige of the craftsmanship.
interests or passion. Later on she became one of the leading robotic specialists in the USA. This is a story of the progress. Because what progress is? – It is the moment when science meets the creativity.
So, back to your question - there are 4 or 5 people for who I can say are playing a crucial role in my life and the change within my career path did not affect in any way our communication and connection.
We can literally spend hours talking about society. Thus, in order to close this topic let me add something interesting I have read while ago. It is regarding the materialism of the modern man and the often claims of different specialist, scientist and experts who says we are materialists. But in fact we are not. Because if we were materialists than we would have been taking care of the surrounding. We don’t do that. We just exploit the system, without appreciating it. So the modern man is not even a materialist. This is something we all should think of.
I don’t know if you have ever read the book “Mastery” by Robert Klein. But I truly recommend it to you, because it allows you to see the life in a different perspective. The book explains the different steps of the mastery, giving examples with prominent figures like Leonardo da Vinci, N.Tesla etc. But one of the stories I would like to share with you is for a Japanese girl who was torn by her two passions: from one side, the tennis, and from another – the math and the world of the science. She wasn’t capable to throw out any of them, because she knew they both were taking equal part of her own being. They were what made her the person she was. So one day she decided to combine those 2 passions and to find out how would it be if playing with a robot instead of a human partner. So she started analyzing the movements of the hand and all the scientifically important aspects of the tennis game. That was her own way to be herself; to feel comfortable within her skin without forsaking any component of her mind, thoughts, feeling,
PB: Can you say that you feel a change here, in Luxembourg? Do people change their mentality; do they open their mind for the new? FA: I wasn’t here for 5 years. When I left Luxembourg I was thinking all is too monotonically here. No fashion, no art. But few weeks after I came back I was impressed by how things have changed. There was a strong networking process going on which was kind of: “spreading the difference” and “celebrating the uniqueness”. So, we can say things are changing. But we should be aware this is a long process. What very important to understand is that people here have kind of a conservative spirit; they
don’t risk. To understand it better I will make one small parallel between Luxembourg and Dubai (UAE). Seen objectively there are a lot of similarities between us - two monarchies, two rich countries with small territory. But is there a difference within us when you see nowadays Dubai and nowadays Luxembourg? – Definitely, yes! Dubai is risking. It is innovating and ambitious. Here people don’t risk; they are not keen to jump into the boat. They firstly look for the results. This is a manner which will never bring real innovation. So, it obviously is not about the size of the country or the population. These factors are not the real criteria – they are only an excuse. Somehow this reminds me the following case: if there is a small group of people they may accept themselves either as minority or as elite. It is all in the mind. Seen through the geostrategic prism Luxembourg is located in the middle of Europe. We speak 3 languages, we can adapt, and we have different cultures. There are so many resources and potentiality, but we don’t use it. That’s a pity. Just like the so called “French disease” - not seeing the possibility but focusing on the problem.
PB: Than one final question - would you like to stay here or? FA: I am a nomad. Let’s say that currently I am here. I like to “plant the seeds” and then go to go another place. Because if I stay on only one place I feel I would miss too many opportunities of learning what life is. PB: Thank you for the nice conversation. It was a pleasure to meet you and to discover your world and we hope to meet you again in the future. FA: Thank you, as well. It was lovely.
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