Ayah Tabari
Weaving Fashion And Humanity
One Thread At A Time With
Mochi
When Ayah Tabari broke into the fashion scene of Dubai, with her Jaipur collection in 2013, who knew that her brand “All Things Mochi,” would reach prominent fashion weeks across the globe soon after? In addition to collaborations with retail giants like Topshop, Mochi expanded its international presence through London Fashion Week, New York Fashion Week, Paris Fashion Week, and by styling celebrities like Gigi Hadid, Cara Delevingne and the Kardashian clan.
The designer, who is of Palestinian descent, was born in Riyadh, raised in Amman and studied in London before moving to Dubai, which was followed by many of her travel adventures. Ayah specialises in the use of raw materials, and over the years, she has repeatedly brought striking new collections, each inspired by a place and culture she personally connected with.
It was the fascination for eccentric embroidery, craftsmanship, colourful clothing and accessories that powered Ayah’s initiative to bring a positive change in the lives of the local artisans she met during her travels. The idea was to design clothing lines that would endorse the artistry of diverse countries, support stitching communities and bring out collections that are chic yet unlike any other. Hence, Mochi became a product of her dream. A label with humanitarian groundwork combined with fashion that is original and can be carried by everyone, day or night.
Today, the brand features unique adult ready to wear collections including Morocco, Jaipur, Thailand, Hungary, Palestine, Uzbekistan and Spain, along with a line for little fashionistas, Mini Mochi.
GLOSS got a chance to have a chat with the designer and philanthropist who answered our questions about fashion, inspiration and her ever-growing brand.
All Things Mochi has grown immensely within a span of few years. How did it reach this point?
A lot of hard work. I think I came up with the concept and did not let anything hold me back. Fashion is a labour intensive industry and you can go through many hard times, but I just didn’t give up. I also have a great team which has supported me unconditionally along the way. Social media is also a massive factor relating to the growth of Mochi. We began as an Instagram account and as our content was fun and colourful, we developed a big audience through this tool and continued to make sure we kept our followers active and interested. Lastly, working with renowned retailers definitely helped to put us on the map as their audiences are so wide. Moda Operandi, Shopbop and Bergdorf Goodman are amongst some of our partners.
Since the beginning, you have produced collections featuring the work of artisans of diverse countries. How does it work and what is the process behind these collections?
Mochi was born to support stitching communities and their talented work worldwide. We travel to different destinations to design a collection. I work with artisans in the country which the collection is based on or inspired by to create the collection. I think some unique aspects come from the communities and it is amazing how they bring the pieces to life – they really are a joy to work with. Even though I try to always be on trend with my designs, the exclusive part of the brand is that every piece is unique to its owner – and that’s what makes it so special.
How do the artisans benefit from your work?
I support the artisans and stitching communities by creating jobs and opportunities of work among the women, in the hopes of contributing to their well-being, standard of living and purchasing power.
Please share a skill or a tip that you learnt while showcasing at major fashion weeks and working in the fashion industry.
Work hard but don’t take it too seriously; everyone is in the same boat. There is a lot of competition but rise above it. Be vigilant of what others are doing, but don’t let competition get you down.
Tell us about your collaboration with Topshop this year. How did it happen and what was your reaction?
We pitched an idea of making a more affordable line with Topshop and after a lot of back and forth, they went with it. Once we finally had the contract in our hands, I cried! It was a huge thing for the brand and it has contributed positively in increasing our worldwide exposure.
We saw celebrities sporting some Mochi creations. Who would you like to style in future?
Beyoncé, Taylor Hill and Kendall Jenner are definitely on my list, oh and Kaia Gerber – I think she is going to be unstoppable.
I support the artisans and stitching communities by creating jobs and opportunities of work among the women, in the hopes of contributing to their well-being, standard of living and purchasing power.
A moment or an achievement that you are most proud of?
There are a few. The Prints by Mochi for Topshop collection was one of those moments where I pinched myself and honestly thought if it is actually happening. The whole experience was a whirlwind and to work with such an internationally renowned retailer was phenomenal. Another was when celebrities like Gigi Hadid and the Kardashian clan began donning Mochi. It was a bit of a wow moment to realise how far Mochi’s name has reached globally.
Please tell us about your recent and upcoming projects.
Most recently we did our first ever New York Fashion Week presentation, previewing our SS18 to press, friends and influencers in New York. I can’t really speak much about what is coming up but you will find out soon!
What is a typical day like?
At the moment, I am really into yoga at sunrise but it changes month to month. I love exercising in the morning, it gets the endorphins going so this is how I start my day. I am usually in the office at 9 a.m. and leave when the work is done. A typical day at the office will consist of meetings, brainstorm sessions, sampling, planning campaigns and shipping out orders. I am super hands on so there is no normal day.
What will we find in your closet?
Mochi, every piece from every collection and a lot of shoes! I often start with a pair of shoes before creating a collection – I visualise the pair of shoes I would wear with it. I am also a bit of a sneaker hoarder, so you will find lots of sneakers as well.
Any fashion pet peeves?
I hate try-hards. They actually drive me up the wall. You don’t have to always stick to the exact trend every season. Be yourself and be out the box.
A style tip that you would like to share with our readers.
Always wear lipstick and mix your basics with some fun elements. Also, a good pair of jeans is always the perfect accessory.
