With a passion for fashion from a young age, Ayuna Asalkhanova always had a keen interest in luxury brands. As a young girl, Ayuna used to devour any fashion magazine she was able to get her hands on. She would study every pattern, seam and fabric of ready-to-wear and haute couture collections fresh from the runway. The years of analysing the fashion landscape helped Ayuna to score an internship at Chanel when she graduated from high school. Afterward she decided to study Economics at Solvay Brussels School of Economics and Management and Digital Business Management at IE Business School in Madrid. She combined her love for business and fashion to make her lifelong dream of creating her own fashion label in 2022. Putting her skills to good use, soon after the first hand drawn sketches were finished, ALIDA was born. Partnering with a talented team of professionals, each highly skilled in their own right, Ayuna transformed her dream into reality and created her own company, ALIDA.
Having lived in Russia, China, Spain, Belgium and Germany, Ayuna drew from the artistry and riches these countries have to offer.The choice to establish the production of ALIDA in Belgium was a given thanks to the country’s world class reputation in quality clothing, edgy design and skilled craftsmanship. Our garments are produced by the same artisans that work with famous Belgian fashion houses like NATAN, Carine Gilson and Jean-Paul Lespagnard.
Comfort, quality and timeless designs are at the very heart of the brand, christened as modern luxury by Ayuna. Our founder was inspired by the lessons her grandmother, a Medical Doctor & Professor of Oncology, taught her about sourcing only natural materials and to treasure quality. ALIDA derives its name from the combination of the founder (Ayuna) and her grandmother’s (Lydia) monikers.
The brand was born out of the realisation that the pandemic would forever change the way we look at our wardrobe. This new kind of wardrobe requires it to be versatile, with pieces that can be worn in- and outside the house, styled by the right accessoires. Our pieces can be worn as ‘robe de chambre’ with slippers, re-imaged as a fancy cocktail set with high heels, or even as your new favourite go-to outfit to hang around on a yacht. The kimono and pants are the perfect cureatable cornerstones for your closet and easy to personalise.
Our mission is quite simple; we want you to have fun and find out what makes you feel great on every occasion.