AOI, an abbreviation for “An Ocean of Ideas,” (Instagram) is not your typical design brand. Founded by the Kuwaiti-Lebanese designer Farah Marafie, AOI embraces a surge of creativity influenced by music, colours, and textures. AOI’s meticulously crafted products, from clothing to jewellery pieces and beyond, are sure to make you stand out from the crowd as they’re never restocked, reproduced, or re-released. Similar to the ocean’s movement, the brand moves with a multitude of ideas and, just like waves, no two pieces are alike.
When was it that you decided to venture into the world of fashion?
It wasn’t a conscious decision to begin in fashion, rather I evolved into it. Since I was a young girl, I was always artistically creative in so many areas, from dance and ballet classes to painting, sculpting, and singing. I was always drawn to creativity and expression. From there, it evolved from fine art to using myself as a canvas. I became obsessed with the technique in the craft and really value the time it takes to create beautiful products.
Can you share the inspiration behind the creation of AOI (An Ocean of Ideas) and how the concept of an ocean serves as a metaphor for your design philosophy?
My inspiration is always the process behind the craft; I really respect the journey of my work and the intricate details that lead to each final piece. I envisioned AOI as a testament to this journey and to celebrate the craftsmanship and master craftsmen that breathe life into each piece. An Ocean of Ideas serves as a metaphor for an endless space for my creative canvas where, I can work my ideas and allow them to flow freely using different mediums.
Can you elaborate on the archive that AOI has been forming from day one and how it contributes to the narrative and identity of the brand?
The concept of one-of-a-kind collectibles holds significant value, particularly in today’s fast-paced fashion landscape. In an industry that has quick turnover and accessibility I wanted to prioritise quality and individuality while creating pieces that resonate on a deeper level and allow collectors to build their own curated archives.
How have your studies at Parsons School of Design in New York and Central Saint Martins in London influenced your approach to designing wearable art?
Parsons is known for its progressive approach and this opened my eyes to functional designing. In projects, we were creating clothing lines for medical wear to create purposeful fashion, which really opens your eyes to how fashion is part of a much larger conversation than just luxury fashion. This emphasis on functionality provided me with a fresh perspective and allowed me to approach design with a focus on utility and usability.
Central Saint Martins, on the other hand, was very open and allowed me to stay focused and concentrated on my particular passion and purpose within the realm of design.
How do you prioritise quality, craftsmanship, and also factor in the time it takes to create each piece within the fast-paced fashion landscape?
I am very hands-on with the process of materialising each piece, from design, development and production to shoot planning, messaging and creative direction. This process for me is prioritising quality and craftsmanship, which holds a deeper power than simply designing the pieces. I see my collectables as a celebration of the efforts and crafts they journey through.
I always allow for the process to take as long as is necessary for the craft to be perfected. I realise creativity takes time and requires immense attention to detail, by respecting this journey you are able to create beautiful products.
Being a Kuwaiti-Lebanese designer, how do your cultural roots influence the aesthetic and themes explored in AOI’s creations, and how do you balance global appeal with cultural authenticity?
In Middle Eastern culture, there’s a celebration in the act of taking time to get ready. It’s a form of self-care and we embrace the opportunity to express ourselves through fashion.
Growing up in an Arab household, there is a beautiful understanding of dressing for yourself; it’s a ritual which I learned watching my mother and grandmother get ready. We all have our own individual styles, but we always dress to empower ourselves. Choosing the clothes to dress yourself in each day allows you to explore feeling and emotion, it is a very empowering morning ritual.
In what ways does AOI diverge from conventional fashion industry practices, and how do you navigate the challenges associated with this distinctive approach?
I always focus on connecting the maker to the wearer. So many hands are involved in creating these pieces, so the beauty in sharing the story behind this process is what sets AOI apart from convention. This approach does present unique challenges, such as having to persuade the ideal makers to believe in my vision the same way I do and to trust in my process. With many hands contributing to one piece, maintaining a strong vision and upholding a level of refinement is very important in order for my ideas to naturally adapt.
What message or emotion do you hope individuals feel when wearing or experiencing AOI’s unique creations?
I hope individuals feel a sense of strength and identity. Each piece is crafted with such attention to detail, allowing the collector’s identity to shine through. The pieces should carry you through all areas of life – the highs and lows, the familiar and new. They serve as a form of self-celebration through all those moments.
AOI designs pieces that should not only be worn on special occasions, but they will also guide you through your everyday lives, creating memories and embracing the journey with each wear.
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