FARAH Asmar is a Jordanian handbag designer. She ventured into the fashion industry after pursuing a course in graphic design followed by another one in fashion design at Istituto Marangoni. She then interned with a handbag designer and worked for fashion editorials and big retailers.

“I’ve been sketching since I was five. However, I would throw my sketches away because I never liked them after I made them. My mom used to gather them all in a big file over the years,” the designer said, adding “I’ve always been attracted to fashion, colors, shapes, and makeup, of course.”

In a conversation with Arab News, Asmar talks about what makes her designs unique:

1) When did you realize you wanted to become a bag designer?

The whole thing was born by chance when I was speaking to a friend about how I wanted to start my own fashion house. I chose handbags after my internship with meli melo in London, UK.

2) Where do you get your inspiration and ideas from?

Inspiration comes from my surroundings, whether it is architecture, research, travel, music or the people around me.

3) How would you describe your style?

I like structured handbags for sure, a piece that would speak identity and individuality.

4) What sets you aside from other handbag designers?

Quality means everything to me, I can’t picture myself carrying something that I’m not certain of or am not confident. Each season I manage to improve a small detail in the finish, from the leopard lining, to the gold plated accessories and of course, using new skins and textures throughout the collections.

5) Which handbag designer you admire and why?

I don’t tend to lean to a certain designer, I look around and learn a lot from each one out there. Handbags include too many details and mechanisms which needs to result in a practical piece in the end. I like Marc Jacobs, Bvlgari, Givenchy, DVF and many others.

6) Do you source your leather locally? Where are your products made?

Leathers are sourced from all over the world depending on the type, texture and colors available, but mostly we get it from Italy, and the bags are handmade in Lebanon.

7) What materials do you use?

Materials can vary from calf leather, to exotic skins (python, water snake, elephant skin, etc.), and some couture fabrics such as lace and satin, all depending on the design.

8) Tell us about some of your signature pieces.

I am lucky to say that we have been reproducing from all our designs over and over but mostly, the Thalia cross bag has been a success in addition to our FW14 Sharon trapeze tote. All our pieces are horse-shoe inspired as I play around with fabric and direction of the shape, in addition to the use of it.

9) Any plans to release bags for men?

I have been asked a lot to get into that and I’m planning to, but I would like to keep it for the near future as leather goods are a whole line on its own.

10) Do you design alone?

I do design on my own but I always consult people with an eye for fashion and style and take all the comments into consideration to come up with the final look.

11) How do you keep up with trends?

Trends keep on changing rapidly so I make sure to design some timeless pieces or at least what can be amended into a signature piece that can be developed for the next season.

12) What is in your handbag right now?

The whole house is in my handbag! I love big bags; they fit my makeup kit, wallet, mobile, charger, paper work, and many other essentials.

13) Where do you sell? And where do you wish to sell?

Each season different concept stores stock our items. Lately, I have been participating in big exhibitions and fashion events, I will be participating in the 2nd season of the FFWD Dubai, which will take place between April 10-13, to introduce my SS14 Collection.

14) Where do you see the future of your line, brand and yourself?

Well I’m aiming for my own store, in addition to stocking at big retailers around the globe. I would love to create a collection for a certain designer runway, it would definitely highlight the brand.

15) How would you like your clients to feel when wearing your designs?

I’m blessed with loyal customers who are collecting my pieces throughout the seasons. It must say something about the comfort and confidence they have when carrying a concept design that’s produced in high quality at affordable prices.

16) Who would you love to see wearing your bags?

I’ve dressed some media and TV presenters from the Middle East but I would definitely love for Queen Rania of Jordan to carry a FARAHASMAR piece, in addition to some Hollywood celebrities, such as Charlize Theron, Julia Roberts and many others.