In the bustling city of Almaty, where the echoes of nomadic traditions blend with the rhythms of urban life, Ainura embarked on a journey to bring the beauty of Kazakh culture to the forefront of fashion. Married and a mother of three, Ainura's dreams were fueled by her children and the support of her husband, who stood by her side both financially and operationally.
In 2016, Ainura Kaparova and her husband opened "Tomiris," an atelier where their shared passion for design and craftsmanship would find its expression. The business was a true partnership, with each spouse assuming specific roles. Ainura took charge of designing, sewing dresses, selecting materials, and managing the atelier's operations and customer relations, while her husband handled financial matters, logistics, and product delivery alongside his other full-time job.
At the heart of Ainura's business lies the creation of beautiful dresses, with a particular focus on the "mother and daughter look" that embraces the fashionable trend of an ethnic Kazakh national style. The atelier brings to life matching dresses for mothers and daughters, a charming concept sought after for special occasions like family celebrations, birthdays, and memorable photoshoots. While also offering clothing for boys and providing restoration and tailoring services, Ainura's main emphasis remains on evening gowns and shapan (long jackets) for women, all meticulously crafted in a traditional Kazakh style with exquisite ornamentation.
The driving force behind Ainura's business is her deep love for the traditional Kazakh style, a childhood dream to create a brand that reflects the essence of a nomadic heritage. Initially, her focus was on designing evening gowns and summer dresses for young women. However, as time went on, Ainura ventured into family sportswear and expanded her creations to include children's clothing, ranging from baby summer outfits to sportswear, jumpers, and dresses. Her vision evolved, blending a "nomad style" with modern elements for kids, an innovative approach that captured the spirit of the times.
Ainura keenly observed a growing trend among people striving to revive Kazakh traditional culture and reconnect with their roots. The resurgence of interest in Kazakh traditional clothing and the emergence of a new generation embracing their cultural identity became evident. In the past three years, there has been a surge in popularity among youngsters for donning the traditional head cap called "tubeteika," the "beshmet" robe, and other handmade national garments. These shifts signify a powerful movement, a collective yearning to reclaim forgotten aspects of Kazakh heritage. Ainura proudly notes that the "nomadic style" has become a fashionable statement, and a societal demand for cultural authenticity is taking shape.
Reflecting on her own childhood, Ainura acknowledges that she grew up during a time of transition, just after the collapse of the USSR. Imported clothes, especially those influenced by European fashion and Italian brands, tempted the younger generation. Local designers struggled to compete with these trends, and traditional attire was perceived as outdated. Ainura's generation sought to embrace global fashion, leaving the heritage of their ancestors behind.
But Ainura's passion for her cultural heritage proved unyielding. Her artistic vision and entrepreneurial spirit converged, inspiring her to carve a different path. By blending the allure of nomadic aesthetics with modern influences, Ainura breathes new life into Kazakh fashion, captivating the hearts of locals and fostering a sense of pride in their cultural identity.
Ainura Kaparova’'s journey exemplifies the power of embracing heritage and reviving traditional crafts in a rapidly evolving world. Her atelier, Tomiris, stands as a testament to the enduring beauty of Kazakh culture and the transformative potential of blending tradition with contemporary artistry. Through her creations, Ainura weaves the threads of the past into the tapestry of the present, igniting a renewed appreciation for the nomadic roots that run deep within Kazakh people
Ainura Kaparova
