Leila Abo Tira In Conversation With ROUGH

Leila Abo Tira is a handbag designer and creative force behind  the distinctive luxury handbag label ALIEL. The Cario-based designer divulges her freshest and night-loving handbag collection ASEELA, an Arabic word meaning "Authentic".

The new ASEELA handbags is a testament to its continuous creative evolution in bold and daring designs. The Wild West is the new collection theme, focusing on originality and authenticity, both attributes found in horses' sincere nature. What began as a small project has now evolved into an international brand, bringing together luxury and simplicity and showing no warning sign. The Egyptian designer in conversation talks about her new collection of handbags and more

ROUGH: Leila Abo Tira, can you tell ROUGH a little bit about yourself and what you do?

I'm a passionate leather bag designer, who founded a brand called Aliel, which is actually my name spelt backwards. My Dad is a fashion designer and an artist who has been in the leather-manufacturing industry for decades. Growing up in an artistic family gave me a good eye when it comes to details and finishing as I’m always exposed to creating things, eventually it led to me starting my own brand, ALIEL . Aliel gave me the opportunity to bring to life my creative imagination through artistic pieces

ROUGH: What was the inspiration behind Aliel’s latest collection, Aseela?

The collection depicts the many faces of Aseela “أصيلة”, proving that authenticity knows no conformity.

Aseela is inspired by horses and their dignified nature to be genuine and candid. Their magnificence tells a story of everlasting strength and resilience, being creatures linked to people for centuries, across time, history and ancient civilizations.

Domesticated and wild, the campaign depicts the many faces of ASEELA, proving that authenticity knows no conformity. The model and bags are situated with a horse that’s set against a white canvas, framing the bag in a picturesque mood. It establishes a powerful tone, rendering the feeling of utter grace and grandeur. The model is styled in ways that transcend any fashion craze or era, reflecting the rebelliousness of what it entails to be real in this fast-paced world.

ROUGH: What were you trying to achieve whilst producing this collection?

I was trying to bring women closer to their true authentic nature. I wanted to inspire women everywhere to be who they truly are and wear it with pride. Emphasizing on the fact that every one of us is special and unique in their own way and that in conformity you take away from the beauty of who you are as a human. I felt to do that we had to go back to the wild and connect with nature where horses once were our companions, to learn from them what has been forgotten but still exists deep down; authenticity.


ROUGH: You often mention that Aliel’s slogan is: “Creative possessions, expressed in art”. How important was it for you to build this bridge between art and fashion with the latest collection, Aseela?

Art and fashion have always been connected. They're inseparable in a way. We use art to express our experiences, and fashion to express ourselves in clothing. So this connection was very important for me to bridge the gap between just owning a bag versus owning a bag that tells your story, expresses your experiences, and connects you to your true desires. The latest collection Aseela expressed all of that in a bag.

ROUGH: Lately, there has been a lot of discussion about the topic of inclusivity in the fashion industry. In your opinion, is the industry truly changing? What do you hope to see more of in the future?

I think the industry is truly changing. We see a departure from unethical fashion, fashion that’s wasteful and also brands that only focuses on sexualizing the female body or fashion that only emphasizes on certain beauty standards. Now there is a clear interest in ethical fashion, sustainable fashion, diverse fashion, artistic fashion and fashion that empowers, rather than sexualizes, fashion that dissolves those set beauty standards and that creates a market more inclusive and diverse. I'd like to see more local brands in the market doing their best to present something authentic, ethical, and more inclusive rather than exclusive. It's time for a new era in fashion, and it's long due now!

Click HERE to shop the ASEELA handbag designs and other  ALIEL collections.