I first bore witness to Neslişah Yılmaz Hidayetoglu, Founder and Creative Director of Barrus, at London Fashion Week 2025, where she showcased her stunning collection at an exclusive event held at Protein Studios in Shoreditch. I was immediately mesmerized by the intricacy and artistry of the pieces, each telling a story through rich heritage craftsmanship and modern design. After the show, I had the pleasure of connecting with Neslişah, where we spoke about her journey and vision behind Barrus. Her passion for blending history with contemporary fashion and her commitment to sustainability left a lasting impression. It was an absolute pleasure to engage her in conversation for this interview, where she shared insights into her creative process, the brand’s milestones, and her future aspirations for Barrus.
How does Barrus draw from its cultural heritage to inspire its fashion collections?
Barrus takes deep inspiration from Anatolian history, traditional craftsmanship, and ancient artistry. The brand blends these influences with contemporary couture to create timeless, elegant designs. For instance, the latest collection for London Fashion Week is inspired by Ephesus, an ancient city known for its architectural grandeur and cultural significance. We also employ traditional techniques such as hand embroidery, intricate beadwork, and the use of zero-waste and sustainable fabrics, reinterpreting heritage for the modern woman.
Can you describe the design philosophy behind Barrus and how it sets you apart?
At the core of Barrus lies a philosophy that fuses cultural heritage, femininity, and modern luxury. Each collection tells a story, drawing inspiration from historical, artistic, and natural elements; particularly from Anatolia and the Mediterranean. This approach sets us apart by offering deeply meaningful, artfully crafted fashion pieces that honour the past while embracing the future.
What role does history play in shaping the brand’s collections, especially in a contemporary context?
History plays a fundamental role in shaping Barrus’ collections, serving as both a wellspring of inspiration and a narrative thread that weaves the past into the present. Every design reflects a deep appreciation for cultural heritage, reinterpreting historical elements to create pieces that feel contemporary while preserving their timeless essence. Barrus explores expressions of femininity and power throughout history, drawing from iconic eras and influential figures to craft designs that celebrate strength and elegance. The brand also embraces sustainability by reviving traditional techniques, ensuring that age-old craftsmanship remains relevant in modern fashion. Through this thoughtful approach, Barrus seamlessly merges history with innovation, offering a fresh perspective on classic elements while honouring their enduring significance.
How does Barrus integrate ancient influences into modern-day fashion?
Barrus masterfully blends ancient influences with modern fashion, creating designs that feel both timeless and relevant. Inspired by historical motifs and symbolism, the brand incorporates architectural details and artistic patterns into fabrics and embellishments, paying homage to the past while elevating contemporary elegance. Flowing drapes and structured silhouettes echo ancient tunics and robes, reimagined for today’s wearer. Handcrafted embroidery and artisanal techniques preserve heritage craftsmanship, while earthy, rich colour palettes reflect historical landmarks. Sustainability remains central, with recycled fabrics and eco-conscious materials honouring tradition. Each collection bridges past and present, celebrating the enduring beauty of ancient artistry.
What are the core values that define Barrus as a brand in today’s fashion world?
Barrus stands on the principles of heritage, craftsmanship, and modern innovation. These values guide the brand’s approach to luxury fashion, ensuring each piece reflects a fusion of history, storytelling, and sustainability.
How do you combine luxury and accessibility in your collections?
Barrus balances high-end craftsmanship with wearable elegance. We offer couture-level craftsmanship in versatile designs, premium fabrics with sustainability in mind, and timeless styles that appeal to a broad audience. While we have dressed celebrities like Jessie J, we are also expanding to include more wearable luxury, making craftsmanship accessible at different price points.
What has been Barrus’ biggest milestone since its inception?
Since its inception, we have achieved several significant milestones that have propelled the brand onto the global stage. One of the standout achievements includes dressing global celebrities like Jessie J for her world tour, which garnered widespread attention. Barrus also made its mark by participating in London Fashion Week, solidifying its reputation within the fashion industry. The brand has been featured in major fashion publications, boosting its visibility and recognition. Additionally, Barrus has expanded into global markets, all while integrating sustainability into its collections, further cementing its position as a forward-thinking and influential brand.
Can you share what goes into creating one of your standout pieces?
Creating a standout piece at Barrus is a meticulous process that blends heritage craftsmanship with innovative design. It begins with a strong narrative, often inspired by history or nature, which shapes the artistic direction. This vision is refined through sketches and mood boards. Luxurious fabrics like silk and sustainable chiffon are carefully selected for their elegance. Draping on mannequins helps perfect fit and movement, while hand embroidery and intricate embellishments are applied with precision, sometimes taking weeks to complete. The final step involves tailoring and detailed finishing, ensuring each piece meets Barrus’ high standards of artistry and storytelling.
How does Barrus manage to maintain a balance between elegance and practicality?
We achieve this by designing pieces that are both visually stunning and functional for modern women. We prioritize flowing drapes, structured tailoring, and high-quality fabrics that offer comfort and versatility. Many designs transition effortlessly from day to evening wear, ensuring longevity in style.
What does London Fashion Week mean for Barrus and its global presence?
London Fashion Week is a major milestone for Barrus, providing an elite platform to showcase our craftsmanship to global buyers and press. It also facilitates networking opportunities with top fashion editors, stylists, and influencers while increasing media exposure and opening doors for potential retail expansion.
How do you feel about the increasing blend of traditional and modern fashion techniques?
This fusion allows for creativity, sustainability, and a deeper cultural connection while staying relevant in today’s fashion industry. Barrus thrives on this blend, merging historical elegance with contemporary couture to create timeless yet forward-thinking designs.
How does your collection for 2025 reflect the changing landscape of fashion?
The 2025 collection embraces heritage, sustainability, and innovation. It balances tradition with forward-thinking elements, proving that couture can evolve while maintaining its artistic and cultural roots.
What’s your favourite piece from the latest collection and why?
A standout gown in the collection represents the essence of Barrus, historical storytelling, intricate craftsmanship, and modern femininity. Made from a sustainable blend of recycled silk and organic chiffon, the gown merges history with innovation, sustainability with glamour, and craftsmanship with modernity.
How do you decide which cultural elements to highlight in your collections?
Each collection is curated with intention, ensuring that selected cultural elements are historically rich, visually stunning, and relevant to luxury fashion. The aim is to create a bridge between the past and future, making fashion both meaningful and timeless.
What does the future hold for Barrus in terms of innovation and expansion?
Barrus is poised for growth, focusing on technological advancements, sustainability, and global market expansion. By embracing digital innovation, sustainable fabrics, and strategic retail partnerships, the brand aims to solidify its place as a leader in modern luxury fashion.
What makes Barrus’ craftsmanship unique compared to other luxury brands?
We distinguish ourselves through our meticulous craftsmanship, deep-rooted storytelling, and fusion of heritage techniques with modern innovation. Unlike many luxury brands that prioritize either heritage or contemporary design, we seamlessly merge both, creating one-of-a-kind pieces that embody elegance, culture, and sustainability.
How do you see the role of technology in the future of luxury fashion?
Technology will play a pivotal role in advancing luxury fashion, from sustainable material development to digital customization. We are exploring new ways to integrate these innovations while maintaining our dedication to traditional craftsmanship.
Can you speak to any particular challenges Barrus has faced in the competitive fashion industry?
Like many luxury brands, we navigate the challenges of staying true to our heritage while adapting to modern demands. Finding the right balance between exclusivity and accessibility, managing sustainability while maintaining luxury standards, and expanding globally without losing its artisanal touch are ongoing priorities.
What advice would you give to young designers looking to make an impact at major fashion events like London Fashion Week?
Stay true to your vision, honour craftsmanship, and balance creativity with business acumen. Success in fashion requires perseverance, adaptability, and a deep understanding of both heritage and modern trends. Passion and authenticity will always shine through in the competitive industry.
