Omer Asim unveiled its latest collection, “Transient Objects,” in an immersive installation in London, highlighted by a live performance from artist Scarlett Rouge.

Event Details

The presentation, led by co-creative directors Omer Asim and Maya Antoun, showcased a decade of meticulous craftsmanship, featuring garments, objects, and ephemera that define the brand’s unique visual language and identity. Their work reflects a journey that negotiates the transience between Sudan and London, using garment and object making as a medium.

Brand Philosophy

Omer Asim’s new chapter focuses on further articulating its distinct identity, rooted in three fundamental pillars: the “Pleats,” the iconic “Gilet,” and the “One Piece,” inspired by the 4.5-meter fabric of the Sudanese Toub. The ‘One Piece’ is a cleverly designed dress that, when unstitched, returns to its original fabric length.

In an era characterised by speed and impermanence, Omer Asim reclaims cultural identity by deconstructing Sudanese objects and addressing historical marginalisation through a focus on materiality and craftsmanship. The brand’s collection of copper objects, created over ten years, challenges traditional crafting and material value conventions.

Future Events

“Transient Objects” marks the beginning of a series of nomadic events set to unfold over the next 24 months. This initiative is part of the brand’s ongoing ‘Other Works’ practice, which explores art, culture, and spirituality, underpinning their design ethos.

Performance by Scarlett Rouge

On the evening of June 5th, Scarlett Rouge performed an interpretation of Omer Asim’s use of fabric and its relationship to the body. This performance was a transformative journey where creativity, expression, and collaboration converged to explore and express Omer Asim’s brand identity.

Collaboration Insights

Omer Asim and Maya Antoun commented on the collaboration with Scarlett Rouge: “We are collaborative by nature; for us at Omer Asim, collaboration has been integral to our work over the last decade. Partnering with an artist like Scarlett, whose work aligns closely with ours, felt natural. Her artistic practices resonate with us, sharing a similar sense of discipline. The process leading up to the performance was an exchange of ideas, culminating in the symbolic performance on the 5th.”

Scarlett Rouge reflected on the collaboration: “Collaborating with Omer Asim felt natural due to the synergy between our thought processes and ideologies. My role was to bring to light the installation with fabric steeped in Sudanese tradition yet portraying a contemporary outlook. Omer Asim creates a space around ‘Transient Objects,’ which I connected with and translated through expression, bridging the gap between physical objects and emotion through movement in the performance.”

E-commerce Launch

In conjunction with the installation, Omer Asim has launched a new e-commerce website, expanding its reach and accessibility to a global audience.