Editors’ Pick: Aida Kaas

Aida Karimova, the designer behind Aida Kaas, could be called the lady in red. With red being her signature color, Aida is never in doubt, always looks to red and a brand identifier.

The Kazakhstan native veered off of her path of a solid career in law to having a burgeoning career as a fashion designer. Though some might contend that this career change is not only brave, but also extremely risky, Aida Karimova is beginning to flourish. With having garnered a strong customer base through direct sales and retail outlets in New York in its first season, Karimova is looking to continue to make bold moves in the fashion industry.

Karimova believes that having no formal fashion training has actually been an asset for her career. Breaking the rules of fashion has come naturally for her and not being tied down by traditional fashion rules and standards has given her a freedom that trained fashion designers sometimes find difficulty to find. This freedom has come in handy when innovating and creating ready-to-wear collections for the modern consumer that has so many options.

The Aida Kass spring 2018 collection reflects the ever-changing role of women of the 21st century in a way that is both innovative with a modern edge yet romantically reflective. Aida celebrates the female form and allows room for the customer to look like herself.

Photos courtesy of Mao PR

Aida uses distinguishing elements by mixing textures and colors like patent leather and furs, cashmeres and wools, silk satins, and paillettes, all the while utilizing an extraordinary yet unique color sense often punctuated with her signature red. All of this is funneled through a modern lens of innovation, fashion sensibility, and market viability.

Yes, Aida Karimova is fashion’s lady in red. And this lady in red has come to conquer. And conquer she will!!

—William S. Gooch

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