Farah Al Asmar studied Graphic and Fashion design at Istituto Marangoni-London. Inspired by art, culture, fashion, architecture, and technology, Farah Al Asmar launched her handbag line under the name of Farah Asmar in late 2011 using sustainably-sourced leathers and materials.
The brand uses trend-led hardware, celebrates playful color-blocking, and collaborates with artists, whilst keeping in mind altered tastes, age groups and market diversities. Farah Asmar targets women who crave uniqueness and allow their pieces to make a powerful style statement, whether that’s through a clutch or an oversized tote.
Farah Asmar visits international exhibitions and trade shows to source from the best tanneries supplying fine leathers in the most vibrant colors and interesting textures aligning with the brand. Leathers are carefully selected to complement each design; from textured Calf to smooth water snake; fine skins are used in our handmade classics every season adding a twist to our signature designs.
Farah Asmar also supports The Jordan River Foundation, a non-governmental organisation established in 1995 that’s affiliated with the Queen Rania Foundation for Education and Development.
In August 2017, Farah Asmar was awarded the Butterfly Mark by Positive Luxury for being sustainable and sticking to an ethical work process that keeps in mind social and environmental good, and secures a better life for its workers and less fortunate women.