ROOYA is an up-and-coming luxury womenswear brand named after the designer, Rooya Rasheed. She emigrated from the Maldives at the age of 8 to Australia, where she lived majority of her life. From a very young age, she had a real love for art. Having graduated from high school, she found it very difficult to decide what to study at university. So she applied to all the creative degrees and chose to study Industrial Design at RMIT University. During her first BA, she realised she had a love for fashion upon undertaking a student exchange program in India for a semester. She finished her degree and worked for 2 years before moving to the United Kingdom to pursue her dreams in fashion.
Her decision to name the brand after herself was because it was a reflection of her upbringing, being born in the East and moving to the West and the challenges of being part of two clashing cultures. Furthermore the name of Persian origin means vision, adding to the brands depth as it is a vision inspired by the designers life, her dreams, aspirations and also challenges and overcoming them. As it’s largely based on the designer’s own personality it is first and foremost open and vulnerable, however looking deeper the brand is daring, imaginative, independent, real with a sense of originality that comes from a life of adaptation and fitting in.
Her AW19 collection “Anxiety and The Masks We Wear”, reflects upon dealing with certain elements linked with anxiety. It is about trying to break the stigma that surrounds mental health. The collection provides a sense of comfort, as well as, feelings of restraint and worry. The silhouettes have been inspired through draping her yoga mat, as well as, furniture design and contemporary art.