Ziyad Buainain is a designer based in London. Driven by curiosity and in-depth research, Ziyad finds beauty in unexpected places, drawing inspiration from art, culture, and human emotion. He runs a namesake luxury brand from London focused on thoughtful, high-quality fashion for modern women. Blending boldness and femininity, the brand creates unique designs with eye-catching prints, playful shapes, and rich textures, with him at the helm. Thanks to his artistic vision, Ziyad Buainain strives to bring together art and fashion in ways that encourage self-expression and individuality.
KHAMSA talked to Ziyad Buainain and took in his insights on what it is like to be a creative in his line of work.
(All images courtesy Ziyad Buainain)
١. Ziyad, please tell us more about your brand and what it’s all about.
“My brand is rooted in storytelling through a contemporary, multicultural lens, drawing inspiration from diverse cultures, traditions, and personal experiences. By weaving these elements together, I aim to create art that fosters a sense of unity and shared humanity. Each collection reflects a blend of cultural narratives and personal stories, encouraging connection and understanding across different backgrounds. Ultimately, the goal is to celebrate diversity while highlighting the common threads that unite us all.”
٢. Your brand intersects boldness with femininity. How do you channel this balance in your designs?
“In my designs, I channel the balance of boldness and femininity by combining strong, striking elements with softer, more delicate details. I aim to create pieces that empower while embracing the nuances of femininity. Bold colours, sharp lines, and daring forms are harmonized with intricate textures, graceful silhouettes, and fluidity. This intersection reflects the strength and complexity of modern femininity—fierce yet elegant, assertive yet nuanced—capturing the essence of a woman’s multifaceted nature.”
٣. Having been born in Saudi Arabia and lived in various cities like Tokyo, Milan, and New York, how have these multicultural experiences influenced your design approach and storytelling through fashion?
“Being surrounded by and forming relationships with people from different cultures and religions from a very young age really shaped who I am today. It taught me tolerance, understanding and really ignited my interest in learning more about the world we live in. There are so many inspiring people to meet and places to discover – this is what truly fuels my creativity.”
٤. Your collections emphasize versatility and individuality. What drives your focus on self-expression, and how do you see it resonating with contemporary women of the Arab world today?
“Whenever I start designing a garment, I always think about how many times a person would wear it and where they’d wear it to. I create these stories in my head where the clothes are actors playing different roles. I believe having pieces that can be worn and styled in different ways creates a bond with the wearer, allowing the person to interact more with the garment and cherish it instead of deeming it disposable after one wear. I was so sick of hearing people say ‘I’ve worn that already,’ or ‘I posted a picture in that look already,’ so I try to create pieces that you can have fun with and give different lives to. Arab women have always been creative and multifaceted. I think my designs would enable contemporary Arab women to get more creative in how they style themselves and have a bit more fun with their fashion choices.”
٥. Sustainability is a core aspect of your label, with ethically made-to-order garments using deadstock and recycled fabrics. How do you balance luxury with sustainability in your creative process?
“Luxury to me means quality and withstanding the test of time. Every garment we create is impeccably made in our studio in west London with the utmost attention to detail using quality fabrics. Using luxury repurposed and deadstock fabrics in my collections is a vital aspect in my design process. I think utilizing things that are already available to us is crucial in this day and age where overconsumption and overproduction play a huge role in damaging the environment. There isn’t anything more luxurious than preserving our planet.”
٦. As a designer, you embrace diversity and multiculturalism. How do you integrate these values into your collections, and why are they so important to you?
“I try to translate multiculturalism and diversity in my work by the way I present my collections – using references from various cultures and working with models and creatives from different backgrounds – I believe by doing so you get a far more interesting outcome. Inspirations for my collections are usually very multicultural as well – for example my latest collection was inspired by a Czech film from the 60s, the collection before that, ‘From the Ground Up,’ was inspired by my Saudi heritage and memories of my childhood in Al-Khobar, and my debut collection was aesthetically inspired by a Japanese surrealist film from the 70s. Embracing the beauty of multiculturalism, to me, creates a sense of unity in a world that often feels divided.”
٧. What role do art, culture, and human emotion play in inspiring your designs, and can you share a specific example where these elements came together in one of your collections?
“When I design a collection, I often use the process as a form of escapism. Memories of my childhood and my fascination with art forms from different cultures and their ways of expression through film, art, dance and literature is what inspires me the most. I’m grateful to have grown up surrounded by people from diverse cultures, and I think that sparked my curiosity in learning more about how they expressed themselves creatively. I particularly find joy in films from the past that deliver strong messages in a surrealist manner.
“Every collection I have created so far has an emotional element, combined with artistic visual references. A specific example of this would be my debut collection, which focused on the notion of “coming out of a dark place” and its purpose was to send a message of hope during turbulent times. I took visual references for the collection from a 1970s Japanese surrealist film called ‘Hausu,’ which I thought worked very well in communicating my message.”
٨. What is next for Ziyad Buainain?
“The sky’s the limit. There is a lot I would love to do, such as collaborating with artists and creatives that inspire me and creating innovative accessories, but my main priority right now is to focus on my work, keep learning and build my brand organically in hopes that my work and journey will inspire others.”
For more information on Ziyad Buainain, visit here.
