Clothing as Soulful Art — An Interview with Zhania, Founder of Zhania Studio

There are designers who follow trends, and then there are visionaries who reshape the way we see clothing. At just 31 years old, Zhania Tasmurzina has already carved out a space for herself in the fashion world with Zhania Studio — a brand where garments are not just worn, but felt. Born in Kazakhstan and shaped by her fine art background and studies at Istituto Marangoni London, Zhania’s path is one of courage, passion, and deep devotion to creativity.

In our interview, we spoke with Zhania about her journey as both an artist and entrepreneur, her belief in clothing as a form of protection and self-expression, and her vision for a fashion world that is more soulful and sustainable.

Zhania, you founded Zhania Studio as an extension of your inner world. What inspired you to take the step from creating art to building your own brand?

I’ve always been fascinated by the way beauty reveals itself through people—their shapes, colors, and the way clothes live on the body. For me, fashion is not just about garments; it’s about turning everyday life into an exhibition of art. Unlike a painting that hangs in a museum, clothing moves, breathes, and becomes part of the human form—which I believe is the most beautiful canvas of all. Creating my brand was my way of making art more accessible, intimate, and alive—something people can carry with them every day.

As both the designer and owner of Zhania Studio, how do you balance creative freedom with the responsibilities of running a business?

I often feel like I live in two worlds. One side of me is the artist—restless, searching for inspiration, always dreaming of new forms and expressions. The other side is pragmatic, structured, and capable of turning vision into reality. Zhania Studio lives at the intersection of these two sides, but for me, the brand is first and foremost about creativity and self-expression. Business is important, of course, but it is not the driver. What guides me is the need to create something meaningful and soulful.

Your collections are deeply connected to sustainability and craftsmanship. How do you ensure that these values remain at the heart of your brand as it grows?

I am very much against mass production because it strips away both quality and soul. For me, each piece should feel intentional, carefully made, and alive. I want to preserve the spirit of individuality in my work—garments that are crafted, not manufactured. Growth for Zhania Studio will always mean growing in depth and authenticity, not just in numbers.

Zhania Studio uses unique materials like wire and eco-friendly yarns. How do these unconventional choices help define the identity of your brand?

These materials give my designs both uniqueness and durability. Wire, for example, allows a garment to be sculpted directly on the body, creating a form that feels personal and alive. Such choices make each piece unforgettable—not something you wear once and forget, but something you treasure and care for like part of yourself. I’ve never wanted to repeat what has already been done. I’m drawn to the unusual, the experimental, because I believe true innovation gives life to clothing. It transforms garments into living entities that accompany you on your journey.

Each piece you design carries emotional energy and a story. What do you hope people feel or experience when they wear your creations?

My deepest wish is that people feel embraced and protected when they wear my designs. The modern world is filled with anxiety, and I hope my work offers a kind of quiet refuge—an emotional shield. I create in a state of joy and intention, believing that this energy is transferred into the clothing itself. I want my garments not just to be worn, but to be felt—like a companion that brings comfort and confidence.

Many fashion brands focus on trends, while you focus on timeless, soulful clothing. How do you see your philosophy fitting into today’s fashion industry?

Trends are fleeting, but true art is eternal. I pay attention to what is happening in fashion, of course, but my focus is always on deeper currents—those ideas and forms that remain relevant for decades. When art becomes part of the DNA of a garment, it can never go out of style. My philosophy is to create clothing that transcends trends, offering people something enduring and soulful in a world that is often too fast and disposable.

What challenges have you faced in building Zhania Studio, and what lessons have those experiences taught you as a brand founder?

The greatest challenges were never external—they were within myself. I questioned whether I was truly ready, whether I was capable of creating something meaningful, whether my voice mattered. Confronting these doubts was essential. Once I found balance and clarity within, everything around me began to align. The lesson for me was simple yet profound: when you believe in your own vision, the world begins to open its doors.

Looking ahead, how do you envision the future of Zhania Studio—do you see it as a boutique artisanal brand, or evolving into something larger on the global stage?

I envision Zhania Studio as a brand with two distinct lines. One is pure art—avant-garde creations meant to be displayed in museums, much like the work of Iris van Herpen, celebrating fashion as high art. The other is a line designed to bring well-being and confidence into people’s everyday lives. Together, these two directions will allow me to explore the extremes of expression while also making beauty and comfort accessible to those who wear my creations.