The World Of Osman

If there’s any designer who knows women, it’s Osman. With the opening of his new boutique in London, he talks bohemian heritage, the universal appeal of Middle Eastern glamour and why he thinks influencers are here to stay

- Georgie Bradley

Besides the fact that you were born and bred in Britain, how does the world of Osman coalesce with the world of London?

I was born in the second city of England, Birmingham, and left to come to London to study at the age of 18. The world of Osman and the world of London co-exist in their contradictions very harmoniously. London is an amazing place to find inspiration, from its myriad of cultures and cosmopolitan outlook, it inspires and touches me in lots of ways.

It’s been 10 years since you made your London Fashion Week debut. Where did you want the brand to go at that time versus where it is now?

Fashion is probably the hardest business in the world. If you operate purely on a creative level, you become an ‘ideas’ brand. At some point you need to be more commercial, and offer a product that has a wider appeal that works for many more people, and brings more people into the fold. I think the brand has grown bigger than I previously anticipated, and we have managed to add different layers of conversation around fashion, art, diversity and sustainability.

Tell us about the House of Osman’s design concept. Who does it appeal to?

The House of Osman is really an amalgamation of experiences: a bookshop, a space for fashion and a gallery space for exhibitions. The last one was in collaboration with the Fiorucci Art Trust, where Italian artist Milovan Farronato curated a show for our opening from Nicoletta Fiorucci’s collection of some young and established artists. And then the clothes take centre stage. It’s really like being in someone’s home.

Why did you pick Fitzrovia?