USCITA: Where Minimalism Meets Luxury – A Conversation with Turki Alassaf
October 29th, 2024
Turki Alassaf reveals the personal journey behind USCITA, a brand inspired by the philosophy of simplicity, elegance, and authenticity.
USCITA, co-founded by Turki Alassaf and Faisal Almujyish, embraces the ethos of minimalist luxury. Raised in the vibrant capital of Riyadh, Turki, the eldest of five siblings, embarked on a personal journey of self-discovery in his late teens. Struggling to define his identity, Turki found inspiration in Italian culture, adopting the mantra “Sii Te Stesso” – Be Yourself – which became the foundation for his creative vision. Today, USCITA reflects this philosophy, blending understated elegance with thoughtful craftsmanship, while remaining deeply rooted in the essence of authenticity and timeless design.
“Our focus on minimalist design comes from the belief that each piece should tell its own story without unnecessary embellishments’’
USCITA encapsulates the essence of luxury through minimalist design. Could you share the journey that led to the creation of this unique brand, and what inspired your dedication to minimalist aesthetics?
USCITA started from my love for simplicity and elegance. The journey began when I realized that true fashion isn’t about being flashy and shouting for attention; it’s about the little details, the craftsmanship, thoughtful design, and how you style and present the piece. During my short time in the fashion industry, I noticed a gap for minimalist pieces that still looked high-quality and stylish—items versatile enough to be worn for many different occasions. Inspired by the concept that less is more, I wanted to create a brand that celebrates refined aesthetics and makes fashion an effortless part of everyday life.
Our focus on minimalist design comes from the belief that each piece should tell its own story without unnecessary embellishments. At USCITA, every detail is carefully considered—from the materials we choose to the craftsmanship—ensuring that our designs are timeless and resonate with modern tastes.
In short, USCITA is about my desire to make minimalist design accessible, relevant, and deeply personal.
Your pieces effortlessly blend modern elegance with timeless sophistication. How do you strike the balance between staying true to classic fashion principles while innovating for the contemporary woman?
● Classic Shapes: Using timeless silhouettes.
● Comfortable Fabrics: Choosing modern, easy-to-wear materials.
● Versatile Designs: Creating clothes that can be dressed up or down.
● Customer Focus: Listening to what modern women want.
● Timeless Colors: Sticking to classic shades with seasonal updates.
This way, we offer stylish pieces that suit both modern and classic tastes.
Middle Eastern women are known for their impeccable style and appreciation of luxury. How has the region’s culture and aesthetic influenced the design philosophy of USCITA?
Middle Eastern women are admired for their elegant modesty and respect for cultural values. At USCITA, while we are proud to have started in Riyadh, we focus on creating our own unique culture rather than following established ones.
Craftsmanship is at the heart of USCITA’s offerings. Could you tell us more about the artisanal techniques and materials that define your creations?
Craftsmanship is key at USCITA. We use hand-stitching with premium materials like fine silks and luxurious cottons, ensuring that each piece is unique and timeless.
The fashion industry is ever-evolving, with digital advancements transforming how we experience luxury. How is USCITA adapting to these changes, and what role does technology play in the brand’s future?
USCITA embraces technology to enhance customer experiences, from virtual try-ons to personalized shopping and interactive digital platforms. We leverage data analytics and AI to tailor our offerings and engage with a global audience. Technology is essential to our vision, driving innovation and ensuring we remain at the forefront of the luxury fashion landscape.
Looking ahead, what are your aspirations for USCITA? How do you envision the brand growing and evolving in the global luxury fashion landscape?
We aspire for USCITA to become a globally recognized leader in gender-fluid fashion, celebrated for its bold, inclusive designs. Our vision is to break down traditional barriers, expand into key international markets, and continuously innovate with sustainable practices. We aim to inspire self-expression and redefine norms, not only in the Kingdom but throughout the region.
Less is more or more is more?
It depends. “Less is more” for me because it emphasizes simplicity and elegance, but “more is more” has its place, and it’s about choosing what best expresses your style and personality.
What is style to you?
Style, to me, is a personal expression of individuality and creativity. It’s about finding what resonates with you and confidently showcasing who you are through what you wear.
What is authenticity to you?
Authenticity is about finding your style from within, without relying on anyone else. You can be inspired, but in the end, be “you” because that’s what makes you authentic.