A Conversation with Turana Atash: Elegance Rooted in Intention
At Modest Beauty, we celebrate the designers who don’t just follow trends but shape them with authenticity, vision, and soul.
This week, we sat down with Turana Atash, founder of Turana Atash London, to explore the story behind her designs and the values that ground her elegant, intentional collections.
Born in Azerbaijan and now based between London and Dubai, Turana brings a unique blend of cultural richness and contemporary spirit to the modest fashion world.
On Cultural Influence
Q: You were born in Azerbaijan and now live between London and Dubai. How have those places influenced you?
A: Azerbaijan gave me tradition. London gave me freedom. Dubai gave me ambition. Each place shaped how I design: with elegance, intention, and cultural depth.
On Starting Her Brand
Q: When did you know you wanted to create your brand?
A: It grew quietly over time. I came into modesty around 7 years ago and always struggled to find both modest and ‘me’ pieces. I kept returning to the same sketches, the same silhouettes. Eventually, I knew I had to bring them to life.
On Her Existentia Collection
Q: What inspired your Existentia Collection?
A: It came from a personal search for balance. The chakras offered a language of energy and healing. I wanted women to feel powerful, grounded, and graceful.
On Launching a Brand
Q: What were your first steps in launching the brand, and what was your biggest early lesson?
A: I started small, refining the vision and sourcing fabrics. The biggest lesson was consistency. Stay close to your purpose and trust the slow build.
On Her Creative Process
Q: What does your creative process look like now?
A: It begins with emotion—a colour, a place, a memory. Then I shape that feeling into form. Each piece carries a message.
On Brand Philosophy
Q: What’s the heart of the brand?
A: Intention. Every piece is made to honour the woman who wears it—her strength, softness, and story.
On Partnering with Modest Beauty
Q: How do you choose where to showcase Turana Atash?
A: We choose platforms that align with our values—thoughtful, elevated, and soulful. ModestBeauty.co was a natural fit.
On Modest Fashion Week
Q: How was Modest Fashion Week?
A: It was emotional. Hearing that a woman felt ‘seen’ in our pieces made it all worthwhile.
On Modest Fashion in Global Cities
Q: How does modest fashion in London differ from Dubai or Baku?
A: London is understated. Dubai is bold. Baku is refined. Each reflects its own rhythm—but the core is always self-expression.
On Defining Modest Fashion
Q: If you had to describe modest fashion in three words?
A: Empowered. Intentional. Evolving.
At Modest Beauty, we believe modest fashion is more than a dress code—it’s a narrative. One that’s evolving, expressive, and empowering. Turana Atash embodies that belief with grace, proving that true style is rooted in meaning. We are honored to have her collection on our platform and excited to see where her journey takes her next.
Explore the Turana Atash London collection on ModestBeauty.co—crafted for the woman who leads with purpose.