A childhood dream and many beautiful dresses later, Aisha Couture is celebrating its 10th anniversary. What started with a little girl sketching dresses has grown into one of Azerbaijan’s most recognisable eveningwear brands.
Exclusively for N13 Magazine, we spoke with Aisha Gurbanova, the founder of Aisha Couture, to learn more about the woman behind the brand, her journey, and what makes the brand unique.
Aisha Couture evolved from a childhood dream. What do you remember most about those early days?
I remember sketching dresses from a very young age and imagining that one day I would create something of my own. At that time, of course, I had no idea where this childhood dream would take me.
I think my story proves that nothing is impossible if you truly believe in it.
What do you think makes an Aisha Couture dress instantly recognisable?
I think it comes down to understanding our clients and sometimes even anticipating what they will want before they know it themselves. When I create a collection, I always want there to be something unexpected and memorable – something that makes someone stop scrolling – while still remaining elegant and tasteful.
With more than 700,000 followers on Instagram, how has social media changed the way you run and grow the brand?
Social media has been a huge part of our story, but it was very different when we started. There was no strategy, no advertising, and I remember gaining those first followers one by one, manually.
Since 2017, it has been an incredible journey, but I haven’t taken it alone. My mother, Aygun, has been beside me throughout this entire journey. Aisha Couture exists today in large part because of her. She has supported me, helped me with everything and believed in what I was creating. I am incredibly proud to be her daughter.
Today, when I see more than 700,000 people following the brand, I sometimes think about those first followers and realise how far we have come together.
Which couture designers or fashion houses inspire you the most?
Schiaparelli is probably the fashion house I follow most closely. I love the courage behind the brand – the ability to create something unexpected while still making it feel luxurious and sophisticated.
I admire designers who are not afraid to have a strong identity. For me, fashion becomes interesting when you can recognise the vision behind it.
How do you choose the fabrics and materials for your collections?
Very intuitively. I don’t have a complicated formula for choosing fabrics; I trust my own taste.
I always ask myself whether I would wear it, and if I wouldn’t, I don’t want to put it into a collection. I think that personal connection is important because Aisha Couture has always been very closely connected to my own sense of femininity and style.
What is your favourite Aisha Couture collection, and why?
My favourite collection is always the next one. I have the same philosophy as the saying, “The best is yet to come.” I love creating something new, and every time we begin another collection, I become completely absorbed in it.
Maybe that’s why I can never choose one collection from the past as my favourite. I always believe we can create something even better next time.
Are there any Azerbaijani details that you bring into your pieces?
I wouldn’t say that we deliberately use traditional Azerbaijani elements in every collection, but my background naturally influences the way I understand femininity and occasion dressing.
In our culture, weddings and celebrations are very important, and there has always been an appreciation for long, elegant, and more modest silhouettes. That has definitely influenced Aisha Couture. We have always paid special attention to long dresses and designs that can be modest while still being striking and feminine.
Who is the Aisha Couture woman in your mind?
She is a woman who doesn’t want to disappear into the room. She enjoys being noticed, but she also understands the difference between simply attracting attention and having style.
The Aisha Couture woman is feminine, confident, bold, and unafraid to stand out. She chooses our dresses because she wants to feel unforgettable.
Which part of your personality is most visible in your designs?
Probably my love of corsets. I have always loved a defined waist and a strong feminine silhouette, so corsetry naturally became an important part of Aisha Couture.
But I think it represents more than just an aesthetic preference. A corset embodies not only strength and discipline, but also femininity and sensuality. In some ways, that combination reflects my own character – I love softness, but I also love structure and strength.
Being a woman behind a brand comes with its own challenges. What has been the hardest part for you?
Perhaps the hardest part was learning to be patient and waiting for the world to notice what we were building. I was lucky because I genuinely loved the process. Creating collections, choosing designs, and then watching people’s reactions on Instagram never felt like something I had to force myself to do, because I enjoyed it from the beginning.
But when you spend years developing your own taste and vision, there is something very emotional about finally seeing thousands of women appreciate it too. Dressing well is one thing; creating a vision that hundreds of thousands of people connect with and want to wear is completely different. That is probably one of the things I am most proud of today.
After ten years, what is your next dream for Aisha Couture?
I want Aisha Couture to hold its own shows in Dubai and Paris, and one of my biggest goals is to open an Aisha Couture boutique in Dubai. We already have plans in that direction, so for me these are no longer just distant dreams.
Ten years ago, many of the things we have today were only ideas in my head. That experience has taught me not to be afraid of dreaming bigger, and now I am ready for the next chapter.
