For our pieces, we use Italian yarn produced for brands such as Loro Piana, Cariaggi, Zegna Baruffa, and others. These are high-quality natural materials — merino wool, cotton, angora, and silk — valued for their softness, comfort, and durability.
The “Zhelen” collection was born from a sense of lightness, freedom, and play. I was inspired by the aesthetics of the 2000s — their boldness, vibrancy, and ability not to take fashion too seriously. Through knitwear I wanted to show a contrast: an external fragility and playfulness that always hide an inner core of a woman.
For me, “Zhelen” is about combining intellect, femininity, and the freedom to be oneself.
On the third day of Kazakh Fashion Week, the audience seemed to mirror the mood of the previous shows — much of the venue was immersed in soft milky-pink tones. Meanwhile, the runway was ruled by bold contrasts and timeless animal prints, sculpted corsetry, leather accents, and a masterful play with scarves.
The knitwear outfits in candy color palettes were invigorating: viewers immediately thought of children's toys and playful pastimes. By the way, Assel Erlanovna creates every piece of clothing by hand, each one unique. Bralettes, bikinis, pareos, cardigans with textured accordion sleeves, coats, swimsuits, and tailored blazers look utterly unusual and poetic.
The "Zheleń" collection, presented at VFW Almaty, proved that knitwear can speak the language of luxury — and not only in the familiar 'cozy' context. Assel drew inspiration from the spirit of the 2000s — an era of shine, boldness, and daring experiments — but without replicating it literally.
