Having lived in the UAE for over five years, it was about time for the multitalented designer to come out with his own line. USHISATO is his latest creation of ready-to-wear womenswear, although his name is mostly known for the fashion blog “The Shades and Scarf” which Ushi has run for as long as he has been in the UAE in addition to his haute couture wedding dresses that he’s been creating for a multitude of brides in the country. We’ve sat down with Sato for a quick chat to find out about his new line and pick his brain on his creative process and hopes for the future.

What is Fashion to you?
For me, it’s an art form of creating something. It’s an ever-changing aspect of our lives, and it’s the best way for me to express myself. As an artist, I chose to create a wearable art; something to enjoy on a daily basis and on a special occasion.

What is your brand about?
USHISATO, a contemporary clothing brand defined by its juxtaposition of modern craftsmanship and attention to detail with a sense of refined ease. It is constantly inspired from the contemporary arts, architecture, literature and culture with emphasis on tailoring and the use of custom fabrics. USHISATO provides beautiful everydaywear accented with a sense of lunacy resulting in a style that fuses the cool with glamour, chic with sophisticated, edgy with classic. It is about being refined, instead of defined. Simply effortless.

“I find complicated and unexplainable things easier to blend with my work”

Take us through your creative work process…
I have an unstable creative process. Possibly because I’ve got a ton of ideas in my head. But one thing that I always stick to is my fascination with shapes. I often start planning what shapes I want to create, then I analyse and figure out the process.

Above all, however, I always get inspired by something interesting that surrounds me. I am very observant, and I often seek deeper stories in one story, deeper beauty in something beautiful or a form in a shape. It’s weird, but I find complicated and unexplainable things easier to blend with my work.

What is your opinion on the fashion scene in the region?
Lack of original artistry. Given that we are in the ‘middle-earth’ where diverse people come and go, the style and fashion here should be the growing root of artisan who is capable of maintaining his or her best craft to show original art from this region. On the other hand, there’s a big change in the fashion business over here. There’s a bigger place for pret-a-porter than for custom-made, where the latter used to be the focal option for most Arab consumers. Fashion scene in the region, is indeed at a fast growing pace in the Middle East.

How do you see yourself as a designer in this market?
Back in the days when I was a fashion student, I chose to master in couture so I could call myself couturier someday, or at least be able to get myself in the Syndicale (Ecole). However, I always ended up making my work with ease and relaxed finishing, that made me create my custom-made gowns wearable and easy to wear. By the time I began being exposed to the retail scene, I started to observe the fashion business in the region. I figured out it would be the best thing to venture out what I do best- pushing the boundaries of ready-to-wear. It is a risk to take, but as I consider myself an artist- I express my artistic perspective through making clothes and, I think, this way I can create my own market…

What do you hope for the future of USHISATO and what are the plans?
Consistency. Building a successful brand doesn’t happen overnight. As long as I am able to show my art and expression translated onto the clothes every season, and I am happy with results, I could then sae bigger things happen in the future. I let the time test and pass, but my plans are solid to take the leap. It’s important to maintain the goal and be able to deliver it every singl moment. I founded the brand in a modern city and I have bigger plans ahead… so watch out.

What is the one fashion item you never leave home without?
I don’t fancy wearing a watch, however, recently that I’ve had lots of things to do in a day, I couldn’t leave the house without wearing one. It helps me manage my time, reminding me that time is money for someone owning a business.

What is the best fashion advice you’ve ever received in your life?
A plastic surgeon once told me when wanted to do something with my face, not to do it because I wanted to look like ‘someone else’ but do it because it would suit me best!

Photographer: Rozen Antonio

Production: Gene Mendoza

HMUA: Brianzon Acallar & Valentino M Jasmin

Models: Maud & Veneta (FLC)