Aigerim's passion for fashion began in the early stages of her life. Even as a young girl, she possessed an innate love for craftsmanship, spending hours perfecting intricate beadwork, embroidery, knitting, and origami. Interestingly, she didn't initially find joy in drawing, but rather in the world of crafts. Reflecting on her childhood, Aigerim reminisced, "One of my brightest memories was when my grandfather would transit through Karaganda airport, my hometown, on his business trips. He always brought me gifts, and one time, he brought my first children's sewing machine. My mother and I made a dark green drapery coat with a Karakul lambskin collar and cuffs for my Barbie doll. I was just five years old at the time." Little did she know that this early foray into fashion would ignite a lifelong pursuit of her dreams.
Aigerim set her sights on the European Institute of Design in Milan, Italy. Despite societal expectations that discouraged women from venturing far, her family recognized her burning desire to follow her dreams and supported her unconditionally. Aigerim's time in Milan became a transformative chapter in her life, where she discovered the power of merging her Kazakhstani heritage with contemporary design aesthetics. It was during this period that she reflected, "In our family, my admission abroad was a phenomenon. Girls were usually not allowed to go far. Through my aspirations, I have shown that this was my dream. As a result, my family supported me and let me go abroad to follow these dreams."
Building on her experience in Milan, Aigerim applied for an exchange student program and was selected among European Institute of Design students to go to Los Angeles for a summer quarter at the Fashion Institute of Design & Merchandising (FIDM). Learning the business side of fashion from the American fashion industry leaders and creative conceptual approach to design from Italian maestros, she strengthened her vision and skills to build her own brand one day.
Recalling her time in Milan after graduation, Aigerim shared: "I had the opportunity to work as an assistant at Carta e Costura, a small but daring Italian fashion brand, which also was designing for MaxMara Group and BVLGARI. Through professional connections made during my studies and internships with the textile industry I quickly advanced in my international career as a fashion designer."
Following her experiences in Italy and the United States, Aigerim found herself in Bahrain, entrusted with the task of introducing a brand to the international market. Recognizing the fierce competition in the fashion industry, she understood the need for something truly unique. Embracing the theme of identity, Aigerim decided to work with ‘identity’ and made collections with that theme: including an Arab-Bedouin collection and a second dialogue between Japanese and Arabic cultures. Reflecting on this period, Aigerim expressed her thoughts, "Living and traveling in different countries made me reflect on how Kazakhstan stands out. I found myself explaining the unique qualities of Kazakhstanis that are authentic to our cultural intricacies that shape our identity."
It was during these moments of introspection that Aigerim's experimentation with Kazakh handbook and accessories resurfaced in her mind. The idea took hold, fusing her design prowess with her passion for her homeland's cultural heritage. However, she encountered challenges in communicating these because of people’s lack of knowledge and understanding of Kazakhstan and it’s culture. She explained,
"I needed to explain to some people for nearly half an hour, trying to help them understand why we look like this, that we are located between China and Russia and why we are muslims. These thoughts arose from my experiences living and traveling abroad, and they reflected my understanding of our distinctive qualities as Kazakhstani people, qualities that make us unique."
Motivated by a deep-rooted desire to celebrate and preserve Kazakhstan's cultural legacy, Aigerim's start-up company, AIKEN, began to take shape. Each creation carried a profound meaning, interweaving her designs with the essence of nomadic heritage and a yearning to reconnect with lost roots.
One of her first collections, "Horizons," paid homage to the nomadic roots of the Kazakh people—a fictional story of nomads reaching Baikonur and embarking on a quest to explore new vertical horizons. Aigerim's designs effortlessly blended authenticity with contemporary sophistication, capturing the spirit of the nomadic lifestyle and infusing it into modern fashion.
Continuing her artistic exploration, Aigerim embarked on a dialogue between steppe nomads and Polynesian nomads in her second collection. Expanding the scope of nomadism far beyond the Kazakh steppes, she embraced the sea nomadism of Polynesian islands. Using noble jacquard fabrics and high-tech materials, her designs encapsulated the hues of the ocean, the golden expanses of the steppe, and the vibrant reds of exotic hibiscus and local poppies, constructing a rich tapestry of cultural interconnectedness.
In her third collection, "Essence of a Woman," Aigerim draws a parallel between the earth and the female essence, channeling her focus on environmental consciousness. This collection paid homage to Umai, the earth goddess and patron of children in Tengrism, as it explored the study of female nature through clothing and imagery. Aigerim's designs became a celebration of femininity, an ode to the interconnectedness between women and the environment that sustains us all.
Aigerim reflects her cultural heritage and identity in all her creations. In 2022 she introduced the AIKEN homeware line. The dining collection “Tactile Living” expresses the nomadic culture of hospitality and the idea that every guest is treated as a ‘messenger from the heavens’. “Yurt - house of the nomads, was full of highly tactile natural materials, and that is my inspiration for the choices of materials in my collection.” It was an honour for her to debut with this collection at the Kârvân Journey at Milan Design Week where the essence of Central Asian heritage came to life at Alcova. Aigerim masterfully showcased a modern and innovative interpretation of Kazakh rich culture and exquisite artisanal skills.
Throughout her journey, Aigerim fostered a collaborative spirit among her team members, empowering them to contribute their creativity to the AIKEN brand. She believed that her work served as a platform for engagement, where ideas flowed freely, and each team member had the opportunity to bring forth their unique inspiration. Together, they embarked on a mission to elevate people’s understanding of Kazakhstan's rich heritage and contemporary arts through the world of fashion.
Though Aigerim initially aspired to conquer the international fashion market, her mentor—a seasoned industry veteran from Japan—wisely advised her to begin by conquering her local market. By focusing on the local scene and becoming a leader in her homeland, Aigerim assumed the role of coordinator for the Fashion Revolution movement in Kazakhstan. With this initiative, she strives to advocate for conscious consumption and production, nurturing local artisans, designers and preserving traditional craftsmanship. Her success has become a testament to her commitment to decolonize the fashion industry and empower her fellow creative entrepreneurs to illuminate the world with the vibrant spirit of Kazakhstan's cultural heritage and the transformative power of sustainable fashion.
In Aigerim Akenova's remarkable journey with AIKEN, she has seamlessly woven together the threads of decolonization, cultural resurgence, and sustainable entrepreneurship. Aigerim has not only become a visionary fashion designer but also a cultural ambassador, bridging the gap between the past and the present, and inspiring others to rediscover their roots and reimagine the future through creativity and sustainable practices.
Aigerim Akenova
