Genia Ashton, the designer turning recycled denim into creative designs through zero-waste principles and a circular approach to fashion.
By Sanj Saigal
What makes Genia Ashton worth watching isn’t simply her commitment to sustainability. It’s her ability to make the conversation genuinely inspiring.
Sustainable fashion isn’t just about having good intentions; it’s also about finding ways to make thoughtful design work in the real world.
With a fresh take on recycled denim, experimental silhouettes, and zero-waste design, emerging sustainable designer Genia Ashton is turning discarded materials into something definitely worth a second look. What if your old jeans were the next big thing in fashion? What if the most interesting thing in your wardrobe was the pair of jeans you were about to throw away?
For Eugenia “Genia” Ashton, old denim isn’t simply fashion from the past. It’s very much alive and full of possibilities. As a sustainable designer, she sees beauty in the worn, the imperfect and the forgotten. She takes old jeans and transforms them into statement pieces that challenge our obsession with always buying something new.
Genia Ashton – Design
In an industry that produces collections at a pace that would make your head spin, it’s refreshing to see a designer who chooses to work with what we already have. Genia’s designs move from illustration to reality, brought to life through her creative process and showcased on Instagram. Her work is intriguing, individual, and thought-provoking, encouraging us to see sustainable design as far more exciting than simply recycling an old garment.
Genia Ashton – A New Perspective on Sustainable Fashion
A graduate of ESMOD Dubai’s 2020 class, Ashton introduced her creative vision through Sound of the Silence, her graduation collection. Built around upcycled denim and a zero-waste approach, the collection explored experimental silhouettes while addressing something much deeper: loneliness and the changing nature of human connection.
For Genia, the inspiration came from observing how little time people seem to have for meaningful, face-to-face conversations. She was also concerned about the growing number of people experiencing loneliness, including older people who may go for long periods without a visitor.
Human Loneliness
But her thinking didn’t stop with people. She saw a parallel between how society can overlook human loneliness and how we often pay no heed to the damage we do to the natural environment. As someone who cares deeply about sustainability, she felt she couldn’t ignore that impact.
The result was a collection with a message behind every garment. Rather than buying new denim, Genia sourced second-hand jeans from charity shops and accepted donations from friends. She then transformed them into new designs, using leftover denim and leather instead of letting those materials go to waste.
Through patchwork, Boro and Sashiko stitching, weaving and fabric manipulation, scraps were given a new purpose and turned into details that made each piece individual.
It’s a reminder that sustainable fashion doesn’t have to mean plain, predictable or boring. In Genia’s hands, it can be experimental, expressive and full of personality.
From Recycled Denim to Wearable Art
Genia’s creative process is just as interesting as the finished garments. She experimented with draping fabric and existing garments on a mannequin, creating collages and exploring different pattern-making approaches.
One discovery that influenced the collection was Julian Roberts’ subtraction-cutting method, an experimental approach to garment construction that helped inspire one of her main volume pieces. It gave her another way to challenge conventional cutting techniques and explore what fabric could do.
There is also a very practical side to this kind of creativity. Because many garments are made from old jeans, no two pieces can be reproduced the same way. The process is time-consuming, with the hours of workmanship reflected in the price.
Model @li_dia_tr
Model @l.daria.n
Hair & MUA @by.zhenya Photography @petra.drake
Hair & MUA @by.zhenya – Photography @petra.drake
Genia Ashton – Original Collection
In her original collection, prices ranged from $600 for a top to $3,000 for a coat, with much of the cost coming from the labour involved. Genia was realistic about the challenge of making the collection commercially accessible. She considered a more commercial line using conventional denim fabrics, fewer fabric manipulations and alternative materials to real leather.
That honesty is important. Sustainable fashion isn’t just about having good intentions; it’s also about finding ways to make thoughtful design work in the real world.
The Exhibition
Ashton’s work was featured in Harper’s Bazaar UK in October 2021, bringing further attention to her approach to denim and sustainable design. More recently, she was listed as a special guest at the London exhibition Shifted Souls: Materials of the Future, held at Yorkton Workshops in March 2025 and curated by Tasha Lapidus.
The exhibition explored the possibilities of future materials, including plant-based fibres, biomaterials, traditional craft and textile innovation. It also opened up a wider conversation about what fashion could be made from in the years ahead.
For a designer whose work already challenges us to rethink the value of existing materials, this conversation feels especially relevant.
Why Genia Ashton Is a Designer to Watch
What makes Ashton worth watching isn’t simply her commitment to sustainability. It’s her ability to make the conversation genuinely inspiring, not just another message about what we should or shouldn’t buy.
Sustainability is discussed across fashion and social media every day, but the real difference comes when people put those ideas into practice. Genia demonstrates that through her work. She’s asking us to reconsider the value of our clothes: their history, their imperfections and the potential they still have long after we’ve decided their best days are over.
Her approach brings together circular fashion, experimental design and a more considered attitude towards consumption. And perhaps that’s what makes her work so interesting. She’s not asking us to give up creativity or individuality in the name of sustainability. She’s showing us that the two can work together.
The Future of Fashion Starts With What We Already Own
We’re constantly encouraged to chase the new, but Genia Ashton invites us to take another look at what we already have. Her work isn’t about looking back with nostalgia. It’s about curiosity, reinvention and finding beauty in the things we might otherwise walk past or throw away.
She’s challenging the idea that innovation always means starting from scratch. Sometimes, it’s about looking at something familiar in a completely different way and allowing our clothes to tell a new story. Perhaps the next big thing in fashion isn’t sitting in a shop or arriving in a delivery package. Perhaps it’s already in your wardrobe, just waiting for you to see it differently.
The Interview: Genia Ashton Unfiltered
Behind the designs is a personal journey of ambition, experimentation, uncertainty and determination. In an exclusive conversation with The Networking Magazine, Genia opens up about the person behind the label, the experiences that shaped her creative outlook and what it really takes to find your place in the fashion industry.
From the inspiration behind Sound of the Silence to the challenges of building a career sustainably, she talks honestly about the highs, the lows, the unexpected wins and the moments when things don’t quite go to plan.
It’s a candid look at the journey so far — and the designer’s hopes for what comes next.
The Beginning
Let’s go right back to the beginning. Before the collections, the fashion shows and the sustainable designer you’ve become, what were you like growing up? Was fashion always part of your world, or was there a particular moment when you realised this was what you wanted to do with your life?
I was born and raised in Uzbekistan, where fashion was difficult to access during the Soviet era. After independence in 1991, life became even harder, with poverty, unpaid salaries and shortages of basic goods. My interest in sewing began at school, when I started making my own clothes and transforming my grandmother’s old dresses into something new and unique.
Although I studied automobile design and engineering at university, my passion for fashion grew. I had a natural ability to visualise designs, create patterns and turn my ideas into finished garments. Other students noticed my creations and began placing orders, and through word of mouth I gradually became known among students at different universities. I was entirely self-taught, learning through practice and experimentation.
What began as a necessity became a passion and the starting point of my journey. – Genia Ashton
Genia Ashton – Inspiration
Your work has a strong environmental message, but it also has a very personal side. With Sound of the Silence, you explored loneliness and the lack of human connection in modern society. Where did that idea come from, and did any part of your own life or experiences find its way into the collection?
As a designer and artist, I draw much of my inspiration from people and their personal stories. Sound of the Silence was inspired by my own experiences of loneliness, anxiety and emotional disconnection, which began shortly before COVID. I discovered how powerful genuine human connection can be, and how simply being heard, understood and supported can improve our emotional wellbeing. The pandemic later highlighted just how widespread loneliness and isolation had become, reinforcing the importance of meaningful human connections.
Alongside this emotional theme, I wanted to raise awareness of the environmental impact of fast fashion, particularly waste, resource consumption and the human labour behind every garment. Rather than using new fabrics, I chose to transform discarded denim into unique fashion and textile art. For me, people and materials share something important: both deserve care, attention and a second chance. Just as human connection can restore hope, creativity can give forgotten materials new life. Sound of the Silence is about compassion, sustainability and recognising the beauty and value in what we might otherwise overlook.
Creative Eye
You look at an old pair of jeans and see the potential for something extraordinary. Where does that creative eye come from? Is it instinct, years of training, experimentation, or simply seeing beauty in things others might overlook? Have you ever created something that surprised even you?
I don’t necessarily look at an old pair of jeans and immediately see something beautiful. I see potential, and that’s where my creative process begins. I experiment directly on a mannequin, twisting, folding and reshaping old garments in unconventional ways, forgetting their original purpose and treating them simply as materials. I photograph the process, develop sketches and continuously refine my ideas. Some designs take weeks to perfect, involving countless adjustments, experimentation and attention to detail. I suppose I’m a perfectionist, and sometimes only a deadline makes me stop.
I believe creativity comes from intuition, experience and the courage to experiment. This approach goes back to my childhood, when I used to transform my grandmother’s old clothes into something new and original. Even today, I see the smallest offcuts of denim or leather as opportunities to create textile art. Over the years, I’ve learned to trust my instincts and not be afraid of mistakes. I believe my strength lies in seeing possibilities where others see waste. For me, every material has the potential to become something extraordinary.
The Right Path
Let’s talk about the reality of pursuing a career in fashion. It’s an industry that can look incredibly glamorous from the outside, but we know there’s another side. What has been your biggest challenge so far, and have you ever reached a point where you questioned whether you were on the right path?
The fashion industry may look glamorous, but behind every collection are months of creativity, hard work and financial investment, with no guarantee of profit. As an independent designer building my own haute couture label, I face particular challenges. My garments, especially my upcycled denim pieces, are individually created and require skilled craftsmanship, attention to detail and considerable time. Finding the right people while keeping costs manageable is another challenge.
Have I ever questioned whether it’s worth it? Absolutely. I followed my passion, studied fashion later in life and eventually brought my collection to the runway. But turning that dream into a financially sustainable business is much harder. With my background in finance, I understand the risks, and I’m conscious of the time and sacrifices involved. My biggest challenge is balancing passion with reality—staying true to my creative ambitions while staying realistic about the finances.
Balance
Sustainable fashion sounds wonderful in theory, but you’ve experienced the practical challenges firsthand—from the hours of craftsmanship involved to the cost of producing individual pieces. How do you balance your creative vision with the industry’s commercial realities? Do you think fashion genuinely wants to become more sustainable, or does it still have a long way to go?
Sustainability is something I strongly believe in, although making it commercially viable can be challenging. My recycled denim designs, for example, require many hours of skilled craftsmanship. More efficient production methods or a ready-to-wear line using recycled fabrics could help. I also see great potential in innovative materials, such as vegan leather made from fruit waste and natural biodegradable fibres. I recently collaborated with Tasha Lapidus on a London exhibition showcasing some of these exciting innovations. Although these materials are still expensive, I believe investment and larger-scale production will make them more accessible.
I hope the fashion industry and consumers will move away from fast fashion towards fewer, better-quality garments designed to last — ideally, a garment for life. Sustainable fashion is not just a trend; I believe it is our future. We have only one planet, and we must protect it. Change takes time, but the creativity and innovation I see give me hope. I believe in innovation, I believe in the future of fashion, and above all, I believe in humanity.
Genia Ashton – The Journey
Looking back, what has this journey taught you about yourself? Have you had to make sacrifices, overcome disappointments or learn some difficult lessons along the way? If you could sit down with the younger Genia who was starting out, what would you tell her?
Following my dream of becoming a fashion designer has involved many sacrifices. Although I had already developed my sewing and pattern-cutting skills, I returned to university later in life to study design professionally. Balancing my studies with raising two children and family responsibilities was incredibly challenging. For three years, I barely slept, often working late into the night. I was proud to win several competitions, but I sacrificed precious time with my children, my sleep and even my health. There have also been creative and financial challenges. Unlike my previous career in finance, design offers no guaranteed results. Sometimes weeks of work lead nowhere, and starting a new career later in life brings doubts about whether all the sacrifices will ever pay off.
But ultimately, it’s not just about money. It’s about passion, creativity and having a purpose.That’s what keeps me going. If I could speak to my younger self, I would say: Believe in yourself, follow your dreams, and never give up. It’s better to try than to spend your life wondering what might have been. I truly believe that giving up on your dream is, in some ways, giving up on yourself. So, keep going, girl. You rock!
Genia Ashton – Looking Ahead
Finally, let’s look ahead. What does success really mean to you now? Is it building your own fashion label, opening a boutique, seeing your designs recognised internationally, or making a genuine difference in how people think about clothing? And what’s the one dream you’re determined to make happen?
Absolutely. I dream of building an internationally recognised fashion brand, participating in fashion shows and creating a successful, sustainable business. But for me, true success goes beyond commercial recognition. It’s about making a positive difference, even in a small way, by encouraging people to:
- Make more conscious choices about consumption.
- Value quality, craftsmanship and human work.
- Respect our planet and future generations.
- Think beyond the immediate cost of things.
If, at the end of my professional journey, I can look back and feel I’ve helped change even a few people’s perspectives, I will consider that a real success.
I want to be a little drop in the ocean of change. And that, ultimately, is my biggest dream.
Credits
Hair and makeup @by.zhenya
Editorial photography @petra.drake
Portrait photography by: Broadway Studios – @thebroadwaystudios
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