Style With Substance: Ayah Tabari Reveals Mochi’s Fresh Approach To Sustainability
The innovative founder and CEO talks circular fashion and finding her feet as a new mother…
Whispered between the style set of the Middle East and beyond, the mention of All Things Mochi is typically met with recollections of its flamboyantly colourful collections, seemingly irresistible to women who drink in the drama of experimental textiles and poetic prints with a bohemian backstory. Launched in 2013 as an artisanal label that celebrates culture, colour and travel, founder Ayah Tabari’s illustrious brand rapidly grew into a global sensation, showing at New York Fashion Week and receiving orders from department stores across the world.
Fast forward to 2021 and with the addition of a children’s line, All Things Mochi, rebranded as Mochi, has reinvented itself as a business whose mission it is to slow down the consumption of fashion, offering a sustainable approach to style.
As the Saudi-born founder and CEO settles into life as a new mother, Bazaar’s Nina Catt caught up with the woman behind the label, for a sneak peek into the zealous passion for upcycling, that runs through the seams of the much-loved brand…
In just three words, how would you describe your brand’s philosophy?
Reduce, reuse, recycle.
Please tell us about the driving force behind launching your label?
I decided to launch Mochi based on a passion for giving back to the community. I travelled to India and fell in love with all the embroidery and beautiful craftsmanship that I saw. I was so captivated by the Indian culture. My family persuaded me to pursue this passion and so I decided to just go for it!
And how did you come up with the name?
Mochi is derived from India. It describes the art of working with mirrored embroidery. And so, All Things Mochi is everything encompassed by the art of hand craftsmanship. That goes not only for clothing – we also have accessories, too.
Tell us about the children’s collection and the inspiration behind it…
Mini Mochi’s pieces are inspired by our womenswear – to create a perfect mummy-and-me match. It’s the same tone of voice. Lots of embroidery and a lot of intricate details. My favourite pieces are the new onesies made from colourful vintage fabrics. A lot of the pieces are unisex. I love dressing my son, Kilan, in our collection.
Where do you source fabrics from?
We source fabric from our own archives as well as vintage markets from our travels. We design and create everything in Dubai and Amsterdam.
You’re obviously passionate about upcycling. Can you tell us about Mochi’s sustainability efforts?
We are a seasonless brand and now only work with pieces from previous collections, prints from designs we no longer produce, and vintage fabrics from markets. We combine modern creativity with vintage classics sourced from all over the world. Everything we do fits within the framework of circular fashion and upcycling, which we strive for in our three key principles; reduce, reuse and recycle. By focusing on this, we can contribute to conscious consumption and reduce the impact fashion has on our planet. Sustainability is very important. We are committed to setting a new course – from fast to slow.
Will you raise your son to adopt a mindful way of living?
Yes. I hope to lead by example when it comes to raising my son. I’m learning and developing every day, there is still a long way to go. I hope Kilan will follow my example and he can teach me a thing or two when he is older.
How can other brands or influential role models play a part in producing eco-conscious products, or spreading the environmentally friendly message?
I truly believe that together, we can all prevent the disasters of climate change and restore our earth. Innovative, sustainable initiatives such as new techniques, methods and fabrics provide the opportunity for everyone to pause and really think about what is happening around us, and what we can do to make better choices to make a significant difference going forward. Instead of following the status quo, we can evolve. We should educate ourselves and address our impact on the planet. We can all be leaders of change.
We couldn’t agree more. Would you say that your brand has radically evolved over the years?
Yes, Mochi has been an experience. The way I can sum it up is that as I am growing, my clients are growing with me. As I’m evolving, my clients are evolving too. I recognise their needs. It is important I continue to do so because they are the heart of the brand and they are the ones that make Mochi a success. Each and every year has been a journey with many lessons and I’m looking forward to the future.
How did Covid-19 and lockdowns affect or change your business?
Actually, it has not affected us for the worst. The pandemic has made us much stronger. It made us look at the brand and look at ourselves. It made us decide what is most important. During the pandemic, we realised that our planet is the most important thing, that our health, homes and the world we live in is the most important thing. And that caring about the environment is the most important thing.
How do you juggle work with being a mother?
Being a mum is actually super hard and is more difficult than going to work. Children demand so much love and attention and when you add in work, it’s huge. I have realised that as a mother you do need help. You need an extra hand. Having help makes you a better mum. I don’t think of it as juggling, it’s more like balancing.
What is your advice for mothers considering launching their own business that haven’t quite had the courage to take the step yet?
I’d say do it! But make sure you find what works for you and don’t compare yourself to others. I think many people believe that when you run a business you have to work 24 hours a day. You don’t. Do what works for you. Becoming a mother made me stronger and wiser and much more capable. Follow your dream and make it happen. And get help. Whether it’s a babysitter or you take turns with your husband, or if you have family to lend a hand. I found that I need to be disciplined and put my baby on a schedule. That way I know how much time I have to manage work while he’s sleeping.
What are your hopes for the next generation?
I hope the next generation buy less, and buy better. And that they slow down the pace of consumption.
What does the future look like?
The future of the brand is to continue to have a positive impact when it comes to sustainability. There is always more to learn. We also need to remind ourselves that life is short and that you need to enjoy yourself, and enjoy the work you do. We will continue to spread love and positivity and tread the path of our sustainable journey in hope that it will inspire other people. Also, we are looking into new adventures including launching a homeware line, so watch this space…
Visit Allthingsmochi.com
From the A/W21 issue of Harper’s Bazaar Arabia Junior
Images courtesy of Mochi