Naomi Tarazi on Freedom, Femininity, and Fashion: A Candid Conversation with MERDE Magazine

Designer: Naomi Tarazi

Photography: Julia Lee Goodwin

Styling: Elisabeth Kiko

Hair & Make up: Caterina Veronesi

Photo Assistant: Marcus Arthur Fabian

BTS: Sato Jacobi

Models:Pricilla Finkbeiner, Ella Marcia, Tijen Ekicivia @twomanagement, Lisa Hahn

Special thanks to Thomas and the Team of Victoria Bar

Interview by Christiaan Pienaar

Naomi Tarazi’s designs are a fusion of sensuality, structure, and the unexpected. Her sleek dresses, tailored tops, and fitted trousers are reimagined through delicate spirals that grace edges, collars, and waistlines, infusing each piece with a lively rhythm that moves and adapts with the body. Like a sculptor shaping clay, Naomi plays with form and texture, drawing inspiration from nature’s curves, the softness of petals, and the fluidity of water. Since launching her eponymous brand in 2022, the Berlin-born designer has made waves in the city’s independent fashion scene, crafting pieces that feel both otherworldly and grounded—perfect for a night out or the runway. Below, Merde Magazine sits down with Naomi to discuss her creative journey, inspirations, and vision for the future of her brand.

What inspired you to start your own fashion brand, and how did you take the first steps to make it a reality?

The inspiration came from a pure desire to create my own outfits. I remember watching music videos by Kylie Minogue and TLC and making it my mission to design looks inspired by them for nights out. I had so much fun experimenting, especially because I didn’t follow any real instructions. Sometimes, not knowing all the rules keeps you free.

That sense of freedom has carried into my work today. I love working with techniques that aren’t always 100% predictable and evolve during the creative process.

I never initially planned on having my own brand. The first steps happened during COVID quarantine, when I had a lot of time in my home studio to explore and create.

Can you walk us through your creative process, from initial concept to final design?

Before the Mathilda collection, I had already experimented with a specific technique that opened up a new direction for the brand. It usually starts with one idea I’m excited to try, and I dive straight into the process, working directly on the mannequin.

As the vision becomes clearer, I start sketching and putting together looks. It begins broadly, but over time, as I choose fabrics and colors, it becomes more refined. I do fittings on different models and body types to see how the fabric behaves and how it feels to wear. In the end, we create a collection that feels cohesive.

For the Mathilda collection and the holiday drop, the overall aesthetic and design language came together quite quickly.

What challenges did you face when launching your brand in 2022, and how did you overcome them?

Apart from my design skills and the creative direction I wanted the brand to take, I knew relatively little about the other aspects of running a brand. It felt like jumping into the deep end. From creating prints to setting up my online store, I did and learned everything myself, which came with many challenges. But it was also an invaluable learning process. It helped me think ahead for upcoming collections and gave me insights into what I needed to grow.

What’s the most important lesson you’ve learned since starting your brand?

Keep going and have fun. No matter what, try to take something from every situation that can push you forward. The fashion world can often feel ungrateful, and it’s easy to feel like your work isn’t appreciated. That’s why it’s so important to stay motivated and surround yourself with people who understand and support your vision.

Your brand emphasizes the beauty of the female body. How do you ensure your designs celebrate diversity and inclusivity?

The material plays a huge role. It’s challenging to include every body type, which is why I started working mainly with elastic fabrics. The fabric shapes around the body rather than forcing the body into a specific shape. It’s flattering, and I design for people of all sizes. I’m also very open to custom work—if someone needs a size that’s not available in the store, I’m happy to accommodate.

What role does sustainability play in your design process, and how do you incorporate it into your collections?

All my pieces are made to order. Unless I’m participating in a pop-up, I don’t pre-produce. If something sells well, I might stock it, but I usually start making pieces only when they’re requested or ordered. This helps minimize material waste.

How do you approach fabric selection and manipulation to achieve the unique shapes in your designs?

When selecting fabrics, the most important thing is how they feel on the body and how they flatter it. I love working with stretchy materials because of their fit and versatility. The properties of the fabric really influence the design process.

What inspired the Mathilda collection, and how do you hope customers feel when wearing these designs?

I’ve always loved unusual shapes, especially when they’re created by the fabric itself. This technique really spoke to me once I started using it. I’m inspired by organic shapes, water, and nature—they feel comforting, calming, and feminine to me.

I want customers to feel great and self-confident. I thought a lot about combining design and comfort so that you get a wow effect without worrying about how everything fits. That’s how the Mathilda collection came about. When you wear these pieces, you feel empowered, sexy, and definitely stand out.

What’s the most rewarding part of being a fashion designer?

I love the moments when everything comes together—when I’ve been working on a collection for a while, consulting with my team, and then seeing the results on shoot day. Collaborating with talented creatives and seeing all the hard work pay off is the best feeling.

I also love getting feedback from customers who tell me how good they felt wearing my clothes and how many compliments they received. It’s so sweet when people take the time to share how my designs made them feel—it truly makes me happy.

How do you stay inspired and avoid creative burnout in such a fast-paced industry?

It’s important to find your own pace, even if the industry moves quickly. Don’t get too caught up in what’s happening around you. Everyone moves at different speeds, and staying focused on why you’re doing what you’re doing is key.

I’ve also learned to allow myself time off. In the beginning, I spent seven days a week in the studio because I felt like I couldn’t waste a day. Over time, I realized that breaks and time for yourself are essential for creativity. Stepping back and looking at things with fresh eyes really helps.

What’s your vision for the future of your brand? Any upcoming projects or collections you can share?

I’m working on a new collection that’s a bit more sculptural but still wearable. It’s more artistic, and I’m really excited about it.

I’m also thrilled to share that I’ll be hosting my first event in Berlin at the Hoxton Hotel. We’ll showcase the new collection and present the brand in a multidisciplinary way. I can’t reveal too much yet, but it’s happening in June!

Could we be expecting Naomi Tarazi to make its Fashion Week debut soon?

No plans yet, but as a native Berliner, I’d love to debut my show here.

What advice would you give to aspiring fashion designers?

Be patient and don’t overthink things. It’s always good to just try stuff out and see where it takes you.

If you could host a dinner party with three fashion icons (past or present), who would you invite, and would you design for them?

Isabella Blow, Chloë Sevigny, and Violet Chachki. And yes, I’d design for all of them!