Designer Madina Tompiyeva: Kazakhstan’s Fashion Is Becoming a Language of Identity

Kazakhstani fashion is increasingly moving beyond style alone, with designers using clothing to explore heritage and contemporary identity. Anima, an Almaty-based brand, describes itself as an ethno-urban concept made in Kazakhstan. Its collections combine urban fashion with local aesthetics and motifs drawn from nomadic culture. The Times of Central Asia spoke with Anima founder Madina Tompiyeva about clothing as a language for the soul and freedom. She also discussed how Kazakhstani culture appears in contemporary silhouettes and why younger consumers are turning to fashion with stronger local references. TCA: Please tell us a little about yourself. How did you come to create the Anima brand, and what has this project become for you today? Madina: Since childhood, I dreamed of creating clothes and having my own fashion house. But the path to this was not straightforward. I studied economics, lived in different countries, worked in international companies, and spent a long time looking for answers to questions about what truly makes a person happy. At some point, my path led me to yoga, psychology, retreats, and a deeper acquaintance with myself. That is when the idea of Anima appeared. At first, I simply wanted to create clothes for myself comfortable, free, and honest. But very quickly I realized that through clothing, one can convey not only aesthetics, but also a state of being. Today, Anima is much more than a clothing brand for me. It is a way to speak about freedom, identity, beauty, and a person’s connection with their inner nature. TCA: What idea did you want to put into Anima from the very beginning? Madina: The word Anima itself translates as “soul.” From the very beginning, I wanted to create pieces that help a person feel like themselves, rather than play a role or conform to expectations. The foundation of the brand has always been the idea of returning to one’s essence: through comfort, natural fabrics, freedom of movement, and pieces that do not shout about themselves, but allow the person to come through. TCA: How do you define the brand’s visual language? Madina: I would describe it as a combination of cultural codes from around the world, natural forms, and a contemporary urban silhouette. We are inspired by the traditions of different peoples, but we do not reproduce them literally. We are more interested in reinterpreting cultural heritage through a contemporary form. That is why in our collections, you can see minimalism, ethnic motifs, Asian silhouettes, and modern functionality at the same time. TCA: The description of Anima includes the phrase “ethno-urban concept made in Kazakhstan.” What does this mean for you in practice? Madina: For us, it means a dialogue between tradition and modernity. We live in a global world, but at the same time, every nation has its own memory, culture, and meanings. Anima explores how these cultural roots can exist in a contemporary urban environment. Our pieces should look equally organic in Almaty, Berlin, and Tokyo, while still preserving their unique identity. TCA: How important is it...