Where do you look for new ideas or voices in fashion?
Inspiration often emerges from tension: the dialogue between precision and fluidity, uniformity and rebellion. I am drawn to moments of quiet elegance disrupted by imperfection, the poetry of the unfinished. Cinema, literature, and fine art provide endless references, as do the rhythms of daily life, where style is instinctive rather than prescribed. There is also something compelling about the interplay between structure and movement, the way garments can shape and shift with the body. This constant dialogue between construction and wearability informs my approach to design.
In what ways might fashion creativity effectively drive growth?
Creativity is the engine of desirability. When a brand offers not just garments but a distinct aesthetic world, it fosters a loyal following. The ability to create timeless yet unexpected pieces ensures longevity, while thoughtful collaborations across disciplines – be it art, architecture, or performance – can reinvigorate a brand’s reach. There is also something to be said for restraint; in an era of excess, brands that exercise considered refinement often stand apart. Growth, when driven by creativity, should feel organic – an extension of a brand’s ethos rather than an exercise in commercial strategy.
What surprises you about the industry in 2025?
The increasing appreciation for craftsmanship and permanence. In an industry that has long been driven by relentless novelty, there is a discernible shift towards pieces with longevity: garments designed to be worn and reinterpreted over time rather than discarded with the next trend. This return to a slower, more considered approach is not nostalgic but necessary, and reflects a collective desire for depth and meaning in what we wear. Another unexpected development is how design languages from different cultural landscapes continue to merge. There is a growing reverence for precision, modularity, and the art of layering – ideas that have long been integral to craftsmanship but are now finding their way into the global conversation with more nuanced. There is a quiet radicalism in this kind of approach – a refusal to rush, which feels almost rebellious in today’s fashion climate.
How do you think your brand can spark and sustain desire with so much else going on in the world?
By offering something sincere. Desire is not about excess but about connection: pieces that feel considered, that invite the wearer to make them their own. At Rokh, we design with the idea of permanence in mind, garments that reveal themselves over time rather than demanding immediate attention.
There is something profoundly modern about clothing that does not shout for attention but instead allows the wearer to express themselves with subtlety. To sustain desire, a brand must remain authentic to its ethos while allowing room for evolution. It is a delicate balance, but one worth striving for.
There seems to be more overlap between fashion/entertainment and fashion/sports than ever. Thoughts?
Fashion has always been intertwined with culture, but what is particularly interesting now is how these worlds are merging in ways that feel more intrinsic rather than opportunistic. The codes of sportswear – its emphasis on movement, functionality, and performance – have permeated luxury in a way that feels entirely natural. Simultaneously, film, music, and performance are no longer separate from fashion but integral to its storytelling. The most successful collaborations are those that feel like genuine dialogues rather than mere co-branding exercises. The challenge is in ensuring that, amidst all this cross-pollination, fashion retains its own voice rather than being subsumed by other industries.
This interview has been lightly edited.
