E-MERGING: BERHASM is the Georgian fashion brand fighting for freedom
Their new collection, CHAOS AND NEW ORDER, is a call to action.
e-merging-berhasm-is-the-georgian-fashion-brand-fighting-for-freedom
May 23, 2024
ready
6
# E-MERGING: BERHASM is the Georgian fashion brand fighting for freedom
Their new collection, CHAOS AND NEW ORDER, is a call to action.
Text: Juule Kay
The world is changing, and with it, a new generation of trailblazers is
taking over. In our monthly series E-MERGING, we introduce the people
adding to the cultural moment with their creative minds, new ideas and
unique approaches. It's a glimpse behind the scenes, a way to dig deeper
and look beyond the picture-perfect outcome we're swamped with every
day.
For almost a month, tens of thousands of demonstrators have been taking
over Tbilisi's streets as the last attempts to prevent the passing of
the so-called ["foreign agents" bill][1]--without success. The
"Kremlin-style" law does not only harm Georgia's democratic freedom, but
also their hopes to join the European Union. Embedded in a tense
political climate, the second edition of [Culture Week Tbilisi][2] set
itself to showcase the rich tapestry of the local art scene while
fostering cultural exchange and collaboration in times of uncertainty.
Through exhibitions, performances, film screenings and fashion shows,
Georgian as well as international artists were able to showcase their
visions in order to process complex emotions through creativity.
[1]: https://www.theguardian.com/world/article/2024/may/11/thousands-protest-against-foreign-influence-bill-in-georgia
[2]: https://cultureweektbilisi.com
[Image: berhasm-02-1-scaled.jpg]
One of them is Beso Turazashvili, the founder and creative director of
the Tbilisi-based fashion brand and collective [BERHASM][1]. What
started as a line of t-shirts and hoodies for friends to wear in the
club back in 2018 evolved into a contemporary fashion brand with 150
unique styles every season. "In the beginning, we heavily collaborated
with different photographers and artists, always playing with fire and
controversial ideas," reminisces Turazashvili, who launched the brand at
Paris Fashion Week in an underground sex club.
At Culture Week Tbilisi, he and his team presented BERHASM's new
collection, CHAOS AND NEW ORDER, which was designed as a call to action.
"We wanted to show this chaos that is happening right now, not only here
but globally," he says about the motivation behind it. The models were
strutting down the fog-shrouded staircase towards an improvised runway
in one of the city's oldest movie theatres. The techno-infused
soundtrack was a powerful manifesto, starting the show with the words
"It's time for resistance". And even the hair and make-up were a nod to
what's been happening outside in the streets. "We did these red crying
eyes because of the tear gas and pepper spray used by the police at the
protests, while the wet hair look resembled the water cannon they used
to make people leave," he continues. Overall, the collection itself felt
like a club-infused yet heartbreaking love letter to Tbilisi with its
recurring ancient Georgian symbol called "Borjgali" (Ge: ბორჯღალი),
which stands for eternity and the endless sun.
[1]: https://www.instagram.com/berhasm_global/
[Image: berhasm-03-1-scaled.jpg]
It became part of everyday life for him and his team to join the
protests after work to march peacefully for freedom. "Despite all of
what's happening nowadays, we find a playground to be together and
create no matter what," explains the Georgian fashion designer, who
speaks loudly about social causes, covering political and social issues
through their collections and campaigns. For Turazashvili, silence is
compliance.
Heavily inspired by real life and personal memories, he wants people to
know what's happening in his homeland right now: "We were the first
country to leave the Soviet Union after the Baltics. Our love for
freedom and our love for our country is very strong. I just hope that
people will see through all the propaganda and understand what is really
happening."
[Image: berhasm-04-1-scaled.jpg]
*What does freedom mean to you in today's world?*
Going to bed and waking up with a clear mind, without any thoughts or
panic attacks.
*If your life had a soundtrack, what would it be?*
Francis Lai's soundtrack to the French movie "A Man and a Woman".
*Open your phone. What does your last message say?*
My mother just sent me a message regarding the show, saying that one of
the models looks like Pirosmani's Margarita.
*Your new collection was shot in an amusement park. What's the one ride
you wouldn't skip?*
I hate amusement parks. They make me so uncomfortable, and that was
also the reason why I chose them. Everything I can't control creates a
certain discomfort in me, and as we all know, you cannot control
anything.
*If you wrote a love letter to Tbilisi, how would you start it?*
I would ask Tbilisi to stay strong because she's been ruined and taken
over too many times. Be with us, and stay with us. We shall win!
[Image: berhasm-05-1-scaled.jpg]
### Credits
Backstage photos: [Katrin Kuznetsova][1]
[1]: https://www.instagram.com/katrin.kuznetssova/
---
id: 1242e875-6d00-41e6-8709-d59b73bd35b5
blueprint: article
title: 'E-MERGING: BERHASM is the Georgian fashion brand fighting for freedom'
date: 2024-05-23T13:37:07+02:00
wp_id: '204730'
subtitle: 'Their new collection, CHAOS AND NEW ORDER, is a call to action.'
slug: e-merging-berhasm-is-the-georgian-fashion-brand-fighting-for-freedom
teaser_image: legacy/e-merging-berhasm-is-the-georgian-fashion-brand-fighting-for-freedom/berhasm-43-2-scaled.jpeg
contents:
-
type: text
text: '<p>Text: Juule Kay</p><p>The world is changing, and with it, a new generation of trailblazers is taking over. In our monthly series E-MERGING, we introduce the people adding to the cultural moment with their creative minds, new ideas and unique approaches. It’s a glimpse behind the scenes, a way to dig deeper and look beyond the picture-perfect outcome we’re swamped with every day.</p><p>For almost a month, tens of thousands of demonstrators have been taking over Tbilisi’s streets as the last attempts to prevent the passing of the so-called <a href="https://www.theguardian.com/world/article/2024/may/11/thousands-protest-against-foreign-influence-bill-in-georgia">“foreign agents” bill</a>–without success. The “Kremlin-style” law does not only harm Georgia’s democratic freedom, but also their hopes to join the European Union. Embedded in a tense political climate, the second edition of <a href="https://cultureweektbilisi.com">Culture Week Tbilisi</a> set itself to showcase the rich tapestry of the local art scene while fostering cultural exchange and collaboration in times of uncertainty. Through exhibitions, performances, film screenings and fashion shows, Georgian as well as international artists were able to showcase their visions in order to process complex emotions through creativity.</p>'
-
type: images
images:
- legacy/e-merging-berhasm-is-the-georgian-fashion-brand-fighting-for-freedom/berhasm-02-1-scaled.jpg
-
type: text
text: '<p>One of them is Beso Turazashvili, the founder and creative director of the Tbilisi-based fashion brand and collective <a href="https://www.instagram.com/berhasm_global/">BERHASM</a>. What started as a line of t-shirts and hoodies for friends to wear in the club back in 2018 evolved into a contemporary fashion brand with 150 unique styles every season. “In the beginning, we heavily collaborated with different photographers and artists, always playing with fire and controversial ideas,” reminisces Turazashvili, who launched the brand at Paris Fashion Week in an underground sex club.</p><p>At Culture Week Tbilisi, he and his team presented BERHASM’s new collection, CHAOS AND NEW ORDER, which was designed as a call to action. “We wanted to show this chaos that is happening right now, not only here but globally,” he says about the motivation behind it. The models were strutting down the fog-shrouded staircase towards an improvised runway in one of the city’s oldest movie theatres. The techno-infused soundtrack was a powerful manifesto, starting the show with the words “It’s time for resistance”. And even the hair and make-up were a nod to what’s been happening outside in the streets. “We did these red crying eyes because of the tear gas and pepper spray used by the police at the protests, while the wet hair look resembled the water cannon they used to make people leave,” he continues. Overall, the collection itself felt like a club-infused yet heartbreaking love letter to Tbilisi with its recurring ancient Georgian symbol called “Borjgali” (Ge: ბორჯღალი), which stands for eternity and the endless sun.</p>'
-
type: images
images:
- legacy/e-merging-berhasm-is-the-georgian-fashion-brand-fighting-for-freedom/berhasm-03-1-scaled.jpg
-
type: text
text: '<p>It became part of everyday life for him and his team to join the protests after work to march peacefully for freedom. “Despite all of what’s happening nowadays, we find a playground to be together and create no matter what,” explains the Georgian fashion designer, who speaks loudly about social causes, covering political and social issues through their collections and campaigns. For Turazashvili, silence is compliance.</p><p>Heavily inspired by real life and personal memories, he wants people to know what’s happening in his homeland right now: “We were the first country to leave the Soviet Union after the Baltics. Our love for freedom and our love for our country is very strong. I just hope that people will see through all the propaganda and understand what is really happening.”</p>'
-
type: images
images:
- legacy/e-merging-berhasm-is-the-georgian-fashion-brand-fighting-for-freedom/berhasm-04-1-scaled.jpg
-
type: text
text: |-
<p><em>What does freedom mean to you in today’s world?</em><br>
Going to bed and waking up with a clear mind, without any thoughts or panic attacks.</p><p><em>If your life had a soundtrack, what would it be?</em><br>
Francis Lai’s soundtrack to the French movie “A Man and a Woman”.</p><p><em>Open your phone. What does your last message say?</em><br>
My mother just sent me a message regarding the show, saying that one of the models looks like Pirosmani’s Margarita.</p><p><em>Your new collection was shot in an amusement park. What’s the one ride you wouldn’t skip?</em><br>
I hate amusement parks. They make me so uncomfortable, and that was also the reason why I chose them. Everything I can’t control creates a certain discomfort in me, and as we all know, you cannot control anything.</p><p><em>If you wrote a love letter to Tbilisi, how would you start it?</em><br>
I would ask Tbilisi to stay strong because she’s been ruined and taken over too many times. Be with us, and stay with us. We shall win!</p>
-
type: images
images:
- legacy/e-merging-berhasm-is-the-georgian-fashion-brand-fighting-for-freedom/berhasm-05-1-scaled.jpg
-
type: text
text: '<h3>Credits</h3><p>Backstage photos: <a href="https://www.instagram.com/katrin.kuznetssova/">Katrin Kuznetsova</a></p>'
-
type: custom
html: "<div class=\"berhasm-logo\">\r\n\t\t\t\t<svg viewBox=\"0 0 650 650\" version=\"1.1\" xmlns=\"http://www.w3.org/2000/svg\" xmlns:xlink=\"http://www.w3.org/1999/xlink\">\r\n\t\t\t\t\t\t\t\t<g id=\"Page-1\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t<path d=\"M565.288552,208.260561 C537.820552,189.812561 504.425887,181.332561 471.256554,184.379228 C437.676555,187.465895 406.025889,202.323228 382.135223,226.213894 L382.135223,226.213894 C382.103223,226.245894 382.071223,226.279227 382.039223,226.311227 C380.059223,228.293894 382.31389,231.563227 384.880556,230.435227 C405.556556,221.34456 427.967222,216.612561 450.877888,216.612561 C494.716554,216.612561 535.931219,233.683227 566.928552,264.681893 C597.927218,295.680559 614.999217,336.893891 614.999217,380.732556 C614.999217,392.157889 613.812551,403.583223 611.473884,414.691222 L593.915218,498.089887 C593.341884,500.81522 589.443218,500.788553 588.905885,498.056553 L572.479218,414.427222 C566.101885,381.959223 548.484552,352.348557 522.87522,331.049891 C496.94722,309.488558 464.061888,297.613892 430.275222,297.613892 C430.228555,297.613892 430.183222,297.613892 430.137889,297.613892 C427.335222,297.616559 426.619222,301.521892 429.231222,302.537892 C450.279221,310.731225 469.472554,323.232558 485.673887,339.432557 C516.67122,370.431223 533.743219,411.645889 533.743219,455.483221 C533.743219,499.321887 516.67122,540.535219 485.672554,571.533885 C477.593887,579.612551 468.676554,586.852551 459.169888,593.053884 L387.77789,639.615217 C385.44589,641.13655 382.707223,638.36055 384.260556,636.04855 L431.781888,565.293885 C450.229888,537.825886 458.711221,504.43122 455.661888,471.261887 C452.576555,437.681888 437.719222,406.031222 413.828556,382.140556 C413.795222,382.108556 413.763222,382.075223 413.731222,382.043223 C411.747222,380.063223 408.479222,382.319223 409.607222,384.884556 C418.697889,405.560556 423.429889,427.972555 423.429889,450.883221 C423.429889,494.721887 406.357889,535.935219 375.360557,566.933885 C344.361891,597.932551 303.147225,615.003217 259.309893,615.003217 C247.885893,615.003217 236.46056,613.817884 225.351227,611.479217 L141.944562,593.923218 C139.219229,593.348551 139.245896,589.449885 141.977896,588.913885 L225.615227,572.484552 C258.083226,566.105885 287.693892,548.489886 308.992558,522.87922 C330.553891,496.952554 342.428557,464.065888 342.428557,430.279222 C342.428557,430.233889 342.428557,430.188555 342.428557,430.141889 C342.425891,427.340555 338.520557,426.623222 337.503224,429.235222 C329.311224,450.283221 316.809891,469.477888 300.609892,485.677887 C269.611226,516.676553 228.39656,533.747219 184.559228,533.747219 C140.720562,533.747219 99.5072301,516.676553 68.5085642,485.677887 C60.4285644,477.599221 53.1885646,468.680554 46.9885648,459.172554 L0.435232599,387.787223 C-1.0861007,385.455223 1.68989923,382.716556 4.00056584,384.26989 L74.7485641,431.785888 C102.216563,450.235221 135.609896,458.716554 168.780562,455.667221 C202.360561,452.580555 234.011227,437.723222 257.901893,413.832556 C257.933893,413.800556 257.965893,413.768556 257.999226,413.735222 C259.977893,411.752556 257.723226,408.484556 255.157893,409.611222 C234.481893,418.701889 212.069894,423.435222 189.159228,423.435222 C145.320562,423.433889 104.10723,406.363222 73.1085641,375.364557 C42.1098982,344.365891 25.039232,303.152558 25.039232,259.313893 C25.039232,247.889893 26.2245653,236.46456 28.5632319,225.355227 L46.1218981,141.956562 C46.6952314,139.231229 50.593898,139.257896 51.1312313,141.989896 L67.5578976,225.619227 C73.9365641,258.087226 91.5525637,287.697892 117.16323,308.996558 C143.089896,330.559224 175.975228,342.433891 209.761894,342.433891 C209.808561,342.433891 209.853894,342.433891 209.899227,342.433891 C212.701894,342.431224 213.417894,338.524557 210.805894,337.508558 C189.757895,329.316558 170.564562,316.815225 154.364562,300.613892 C123.365896,269.616559 106.293897,228.401894 106.293897,184.563228 C106.29523,140.725896 123.365896,99.5112301 154.364562,68.5125642 C162.443229,60.4352311 171.360562,53.1938979 180.868561,46.9925648 L252.257893,0.435232599 C254.589893,-1.0861007 257.32856,1.68989923 255.775226,4.00056584 L208.255227,74.7538974 C189.807228,102.221897 181.325895,135.616563 184.375228,168.785895 C187.461895,202.365894 202.319228,234.01656 226.209894,257.907226 C226.241894,257.939226 226.273894,257.971226 226.305894,258.003226 C228.289894,259.983226 231.557893,257.728559 230.429894,255.163226 C221.339227,234.485893 216.607227,212.073894 216.607227,189.163228 C216.607227,145.325896 233.679227,104.11123 264.677893,73.1138974 C295.675225,42.1152316 336.889891,25.043232 380.728556,25.043232 C392.152556,25.043232 403.576556,26.2285653 414.685889,28.5672319 L498.09122,46.1245648 C500.816553,46.6978981 500.789887,50.597898 498.057887,51.133898 L414.421889,67.5632309 C381.95389,73.9405641 352.343224,91.557897 331.045891,117.16723 C309.483225,143.095229 297.608559,175.980562 297.608559,209.767227 C297.608559,209.812561 297.608559,209.857894 297.608559,209.903227 C297.611225,212.705894 301.516558,213.423227 302.533892,210.811227 C310.725892,189.763228 323.227225,170.568562 339.427224,154.368562 C370.42589,123.37123 411.640556,106.29923 455.477888,106.29923 C499.316553,106.29923 540.531219,123.37123 571.528552,154.368562 C579.607218,162.447229 586.847218,171.364562 593.048551,180.872561 L639.607217,252.263226 C641.12855,254.595226 638.35255,257.333893 636.041883,255.78056 L565.288552,208.260561 Z\" id=\"path20\" fill=\"#000000\" fill-rule=\"nonzero\" transform=\"translate(320.0212, 320.0252) scale(-1, 1) rotate(-180) translate(-320.0212, -320.0252)\"></path>\r\n\t\t\t\t\t\t\t\t</g>\r\n\t\t\t\t</svg>\r\n</div>\r\n\r\n<script>\r\ndocument.addEventListener( 'DOMContentLoaded', () => {\r\n\r\n\t\t\t\tconst logo = document.querySelector( '.berhasm-logo' );\r\n\t\t\t\t\r\n\t\t\t\twindow.onscroll = (e) => {\r\n\t\t\t\t\t\t\t\tlet value = window.scrollY * 0.25;\r\n\t\t\t\t\t\t\t\tlogo.style.transform = `rotate(${value}deg)`; \r\n\t\t\t\t}\r\n\r\n} );\r\n</script>"
css: "/*\r\n\t\t\t\tHIDE QUERY MONITOR\r\n*/\r\n\r\n#query-monitor-main {\r\n\t\t\t\tdisplay: none !important;\r\n}\r\n\r\n/*\r\n\t\t\t\tROTATING LOGO\r\n*/\r\n\r\n.berhasm-logo {\r\n\t\t\t\tposition: fixed;\r\n\t\t\t\ttop: 5vh;\r\n\t\t\t\tleft: 5vw;\r\n\t\t\t\tz-index: 1;\r\n\t\t\t\twidth: 90vw;\r\n\t\t\t\theight: 90vh;\r\n\t\t\t\tobject-fit: cover;\r\n\t\t\t\tpointer-events: none;\r\n}\r\n\r\n.berhasm-logo svg {\r\n\t\t\t\twidth: 100%;\r\n\t\t\t\theight: 100%;\r\n\t\t\t\tobject-fit: cover;\r\n\t\t\t\t\r\n\t\t\t\t/* @ Lisa */\r\n\t\t\t\tfilter: blur(20px);\r\n\t\t\t\topacity: .2;\r\n}"
---
Chunk #1 (Position: 0)
# E-MERGING: BERHASM is the Georgian fashion brand fighting for freedom Their new collection, CHAOS AND NEW ORDER, is a call to action. Text: Juule Kay The world is changing, and with it, a new generation of trailblazers is taking over. In our monthly series E-MERGING, we introduce the people ...
Chunk #2 (Position: 1)
Through exhibitions, performances, film screenings and fashion shows, Georgian as well as international artists were able to showcase their visions in order to process complex emotions through creativity. [1]: https://www.theguardian.com/world/article/2024/may/11/thousands-protest-against-foreign...
Chunk #3 (Position: 2)
What started as a line of t-shirts and hoodies for friends to wear in the club back in 2018 evolved into a contemporary fashion brand with 150 unique styles every season. "In the beginning, we heavily collaborated with different photographers and artists, always playing with fire and controversia...
Chunk #4 (Position: 3)
Overall, the collection itself felt like a club-infused yet heartbreaking love letter to Tbilisi with its recurring ancient Georgian symbol called "Borjgali" (Ge: ბორჯღალი), which stands for eternity and the endless sun. [1]: https://www.instagram.com/berhasm_global/ . [Image: berhasm-03-1-scale...
Chunk #5 (Position: 4)
I just hope that people will see through all the propaganda and understand what is really happening." [Image: berhasm-04-1-scaled.jpg] *What does freedom mean to you in today's world?* Going to bed and waking up with a clear mind, without any thoughts or panic attacks. *If your life had a so...
Chunk #6 (Position: 5)
We shall win. [Image: berhasm-05-1-scaled.jpg] . ### Credits Backstage photos: [Katrin Kuznetsova][1] [1]: https://www.instagram.com/katrin.kuznetssova/