Design Dreaming and our Shared Vision
“Close your eyes and think of autumn.” This is how we began our last design dreaming session at AZTA. We sat together; got out the magazines, glue sticks, scissors and colored pencils, and started dreaming.
Many of you may be familiar with the concept of a “vision board.” If not, these boards offer us a way to express our creativity and shared vision, while celebrating both differences and similarities. There is no right way to create, there is no right way to dream. Part of what makes the AZTA design process unique is its inclusiveness and emphasis on collaboration. Often times in life, we’re told there is a right answer. In the creative space of our studio, rules go out the window.
Here, nothing is off limits. We play with color, patterns, textures and mediums. As we continue to work together, we become both more cohesive yet unique. When we were going through our beginning phases, dreaming up our Spring/Summer 2018 line, we focused on our values, making sure that they were represented in each product, in each layer of our production process, and in every way we spoke about our shared mission and goals.
Following our visioning sessions, we ask the women to tap into their creativity and draw. We get the kids involved, we have fun! After all, that’s what the creative process is all about right? Coming together, creating something beautiful, and loving what you’re doing.
This week, when drafting designs for our Fall/Winter collection, one of the children held up his own vision board. It was covered in faces of people. Not skipping a beat, Souad spoke up. “Do you see what makes this board cohesive? Why it makes sense?” We asked her why, infected by the engaging way she speaks and the twinkle in her eye. “Everyone is laughing,” she responded. Zahra quickly picked up on what she was saying. “It’s us, we’re all laughing. We’re having so much fun together.”
Our vision is strong. Our vision is a commitment. We commit to honoring timeless tradition, highlighting incredible craftsmanship, cultivating creativity, and celebrating life together. Each piece of our collection is a tribute to these ideals, and working together, we ensure the integrity, uniqueness and authenticity of AZTA.
We can’t wait to see our dreams realized in high quality, hand crafted work. We hope you’re as excited as we are. Won’t you dream with us?