Design studio KASA LIN (Instagram), founded by Syrian-Bulgarian creative director Lina Kassab, embodies her diverse influences and design philosophy. Growing up between Dubai and London and trained in Interior and Spatial Design, Kassab views objects as vessels of memory, carrying stories shaped by time and touch. KASA LIN rejects fleeting trends, focusing on enduring eyewear, jewellery, and homeware. Each piece encourages a deep connection, shifting from passive consumption to intentional collecting.
What inspired you to launch KASA LIN, and how did your journey in design begin?
KASA LIN was founded on my belief that fashion and accessories are investments in personal stories and creative expression. It combines my passion for uncovering unique, expressive pieces, including my vintage eyewear collection, with a desire to challenge the fast-paced, trend-driven world of fashion. My design journey was inspired by my father’s background in jewellery—through him, I began designing and producing my own jewellery pieces. A conversation about an earring I designed led to the suggestion of starting my own brand. This passion was further nurtured during my BA in Interior and Spatial Design, where I learned the importance of thoughtful, intentional design. During my Master’s degree, I was introduced to the environmental impact of the fashion industry, which profoundly shocked me and ignited my drive to create a design house with timeless, intentional pieces built to last.
KASA LIN focuses on creating investment pieces rather than trend-driven products. How do you encourage consumers to adopt this mind-set?
Our approach blends creative freedom with modular designs centred on tactility that cultivates an interactive engagement with consumers. The modularity allows for personalisation, ensuring that each customer feels deeply connected to their purchase. This interactive relationship extends beyond the initial transaction and fosters emotional investment in the product. Our philosophy encourages a mind-set shift—products are not meant to be disposed of after one season, but cherished over time. Our designs empower customers to be a part of the process, allowing them to personalise and update their pieces, ensuring longevity and relevance.
What does circular design mean to you, and how do you implement it?
Circular design is a philosophy that guides every aspect of our brand. From the selection of materials to the manufacturing process, we aim to create products that have a lasting impact—not just in their form but in their lifecycle. The idea is to craft pieces that not only withstand the test of time but evolve with their owners. Our limited-edition pieces are designed to be cherished and passed down, encouraging a lasting connection with the product. By offering updates and add-ons, we enable customers to renew and customise their pieces, extending their life and avoiding unnecessary waste.
How do you balance functionality and artistic expression in your designs?
Each of our designs undergoes multiple prototyping stages to strike the perfect balance between function and form. We focus on precision, using the highest quality materials to ensure that our products are not only aesthetically compelling but also comfortable and durable. The artistry lies in the details—we prioritise craftsmanship and innovation to create pieces that remain timeless while meeting the needs of modern-day life. Every design is the result of careful consideration and a commitment to both practicality and beauty.
You describe KASA LIN as multidisciplinary. How do eyewear, jewellery, and homeware connect within your brand’s vision?
KASA LIN extends beyond luxury accessories; it’s about creating a cohesive narrative across product categories, including eyewear, jewellery, and homeware. These categories all share a commitment to design excellence, functionality, and the use of high-quality materials. The luxury accessory category naturally holds a higher investment mind-set from a customer standpoint, making it more adaptive to our philosophy. The items we design are built to endure over time, requiring minimal upkeep and providing long-term value. This mind-set extends to our Curios collection, our collector’s corner of curated vintage objects, reinforcing our belief in the longevity of well-crafted pieces and paving the way for future homeware offerings.
Can you walk us through the creative process behind one of your most iconic pieces?
Our debut collection, Fragments, was inspired by the idea of personal history and the fragments of life that come together to form a meaningful whole. As a vintage eyewear collector, I drew inspiration from the 90s and the craftsmanship of past collections. The process began with mood boards and freehand sketches, which were then transformed into technical designs. We visited a workshop in Barcelona, where we reviewed over 3,000 pairs of vintage sunglasses to identify construction details we wanted to incorporate. The result is a collection that celebrates craftsmanship with visible screws and other design elements that highlight its technical complexity.
How do you engage with your community of collectors and curators to shape the brand’s direction?
We engage with our community through a multi-channel approach, sharing the stories behind our designs and processes to create deeper connections with the brand. Through exclusive events, behind-the-scenes content, and curated newsletters, we offer insights into the creative journey of KASA LIN. We see our customers as valued members of a community based on trust, transparency, and shared values—empowering them to be part of a narrative that resonates with their own principles.
For more stories of fashion both regional and international, visit our dedicated pages.
