Interview with Sarah Assaf - Creative Director - Nash Homewares
Local Sydney business, Nash Homewares, has been steadily expanding its range of beautiful linen products over the last 12 months so we decided to sit down with Sarah Assaf from Nash and ask about the design process for her latest range.
Fashion to Homewares
With a wealth of knowledge and experience in fashion design, styling and retail, Co–founder and Creative Director Sarah Assaf utilises her sophisticated and meticulous style to evolve the NASH brand into a high quality and desired product.
Inspired by nature and natural fibres, her eye for design is based around the trends of the fashion industry and the purity of Scandinavian style. Being exposed to fashion designers at an early age it was ingrained in her to continue along the path of design. Working with some of Australia’s top stylists along with two decades worth of experience in retail, Sarah is in tune with what consumers are looking for in a high quality product.
Sarah has worked with numerous fashion designers across production and design including Josh Goot, Ginger and smart, Kitx, Daniel Cheil, Bassike, Skin and Threads and Johanna Johnson.
(TDF) So why Homewares Sarah?
(Sarah) 'The move into Homewares was a simple transition as the inspiration to develop high quality goods to go with high end fashion clothing was always in my mind to allow consumers to have the full package in the home and on the body'.
Staying on top of current trends is a major part of any business's success. Nash not only works with current trends, such as linen, but also actively looks forward to capture emerging trends in colour, design, texture and functionality.
Sarah uses her knowledge of the fashion industry to research trends from around the world on a regular basis to capture interesting design or portions of design that might translate into her world of homewares.
(TDF) What inspired you for this new range Sarah?
(Sarah) 'The elegant nature of different textures provided me with the inspiration during the design process to create the Eir linen napkins. The Linen is a herringbone weave which is graceful, however tightly woven to create a smooth surface'.
Colour trends are often set by the large global colour houses, such as Pantone 2017 Colour predictions, and then filter into fashion, paint, homewares and furniture designs for consumers everywhere. So where do the colour experts get their inspiration from and how do they select one colour or a colour palette as 'the colour of the year'?
Suffice to say its a long and continuous process that looks at multiple areas such as, lifestyle, people's mood and outlook, global dynamics and issues (e.g. war, poverty) and distills this large amount of information down to understand how, and eventually which colour will have the biggest impact.
(TDF) What are your top tips on the next big colour trends Sarah?
(Sarah) 'As we in the Australian design world tend to look to Europe on what colour trends will be out next we can see some pastels emerging in particular terracotta and mint.'
New in 2017
In an exclusive for The Design Factory, Sarah reveals Nash homewares next big launch.
(Sarah) 'We are happy to announce our fine dining range of Eir linen tableware starting with napkins and runners in classic Black and White.'
The Eir range is available now in selected boutiques and online from Nash Home www.nashhome.com.au