ASOMATAV
brand history

The history of ASOMATAV began in the fall of 2018 in the very center of Tbilisi, on Shota Rustaveli Avenue. It would seem that a very insignificant purchase of a souvenir book became a starting point a fascinating journey through the pages of Georgian history, ancient scripts and legends

Asomatav, which name comes from the ancient georgian asomtavruli script, explores and celebrates the georgian authenticity, character and heritage.

Inception

But the starting point of the brand's launch was trip to Georgia, which Natia wanted to devote to a deeper study of the culture of her ancestors. Comprehending symbolism, Natia tried to capture the essence, a thin thread that connects everything around. Understand and realize it.

FOUNDER of the ASOMATAV brand

FOUNDER of the ASOMATAV brand

FOUNDER of the ASOMATAV brand

FOUNDER of the ASOMATAV brand

Lawyer by training and former student of Instituto Marangoni Miami and British High School design Natia Gvenetadze was carried away by studying the history
of fashion and design at school.

The casual elegance of street fashion is the main focus of the designer. It is based on love and respect for the traditions of Georgian culture, aesthetics and lightness of Georgians in everyday life, combined with their subtle feeling and perception of new technologies.

At first she collected fashion magazines brought from Europe and America, avidly read biographies famous designers and dreamed of creating her own brand.
Later she studied the principles of design and creation
of collections, materials science and illustration.

"We, as if, are waiting, we worry and gaze intently into the cosmic distance, to where we can barely hear
whispers, flashes of great deeds and flickering of legends are visible. The message that flashed to us
through the centuries, in a moment it will be revealed, but for now it is still a mystery",
- Natia Gvenetadze, founder and creative director of ASOMATAV.

In her debut fall-winter 2019/20 collection, Natia Gvenetadze explores the first Georgian alphabet asomtavruli. The main emphasis of the season is the print - a kind of allegory of connection generations. The letters of the ancient alphabet seem to appear from emptiness, flying to us from a distant of the past. Soaring in the space of time, they are about to form words and we will hear the distant the voice of ancestors. Natia wanted to capture the moment before the formation of the word, to convey exciting feeling of anticipation

In the ASOMATAV collection of the fall-winter 2019/20 season, women's business suit becomes looser -
a voluminous jacket with elongated shoulders is complemented by trousers at a high waist. Fitted midi
A-line dresses, with an emphasis on the intricate shape
of the sleeves, look like a new interpretation of the traditional Georgian women's costume, while maintaining the overall tone of the collection, in which the strength of character and femininity of the 1990s

Oversized jacket paired with knee-length suit shorts and bright satin blouses refer us to the iconic image of the 90s - the heroine of Julia Roberts from the movie "Pretty Woman". In his queue of eco-leather trousers at a high waist in combination with a satin blouse with increased shoulders adding a touch of post-punk. One of the distinctive features of the collection is the lining with a scatter print letters from the ancient Georgian alphabet Asomtavruli.

Oversized jacket paired with knee-length suit shorts and bright satin blouses refer us to the iconic image of the 90s - the heroine of Julia Roberts from the movie "Pretty Woman". In his queue of eco-leather trousers at a high waist in combination with a satin blouse with increased shoulders adding a touch of post-punk. One of the distinctive features of the collection is the lining with a scatter print letters from the ancient Georgian alphabet Asomtavruli.

In the ASOMATAV collection of the fall-winter 2019/20 season, women's business suit becomes looser -
a voluminous jacket with elongated shoulders is complemented by trousers at a high waist. Fitted midi
A-line dresses, with an emphasis on the intricate shape
of the sleeves, look like a new interpretation of the traditional Georgian women's costume, while maintaining the overall tone of the collection, in which the strength of character and femininity of the 1990s.