OTHERWORLD's founder, Ashley Smith, was recently interviewed by the Examiner. Here's a snippet of the interview below:

The designs comes from Ashley Smith, who creates catchy designs by digitally printing photographs that she took from around the world. We chat with her below.

Q: How did the idea for “Otherworld Apparel” come to be?

The idea for OTHERWORLD was first conceived at a small market in Jodhpur, India, where I spent all day trying on colorful saris, gorgeous scarves and embellished Indian wedding veils. They all made me feel so beautiful, adventurous and free, and in that moment I knew I wanted to share this feeling with others by creating a product that made a woman feel transported to exotic locales across the globe.

Q: What is the biggest challenge of running the business? And biggest reward?

The biggest challenge is having to wear so many hats: designer, social media guru, lawyer, HR, chief marketing officer, head of business development, etc. You have to be really versatile and always be thinking one step ahead.

The biggest reward has been hearing how Otherworld pieces make my customers feel: light, free, beautiful and exotic are just a few of the adjectives I’ve heard. I built the brand based on a feeling of freedom and adventure I had while traveling the globe, so to hear that one of my designs has made a woman feel like the most beautiful version of herself makes this journey all worthwhile.

Q: Tell us more about how you use photos to create the scarves? What places in the world are the designs inspired by? 

Each collection is inspired by a different country I have visited; the first collection is inspired by the golden paradise that is Morocco. We use the photos as a base for the prints and then add abstract elements on top of the images to make them more interesting and fit the shape of the garment. We used a photo of the Grand Mosque of Hassan II in Casablanca for our Grand Casablanca print, an image of the fragrant bougainvillea in the Jardin Majorelle in Marrakech for our Jardin Majorelle print, and an image of the wind-swept sand dunes in the Sahara Desert for our Saharan Nomad print.


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