Between two worlds:

In the world of fashion, there are faces that not only inspire with their beauty but also carry a unique story. She bridges different cultures and transforms that experience into a source of strength and inspiration. In our interview, Asal Yusupova, the heroine of the September digital cover, shares the story of her path – from her first steps to international recognition, about her roots, and about staying true to herself in an industry where uniqueness is valued.

Prabal Gurang

Tell us how your story began: where were you born, and what was your childhood like?

I was born in the small town of Winchester, Virginia, but my family’s story truly begins on Ц1 in Tashkent. My parents immigrated to the U.S. with my older brother in 1991, right after the fall of the Soviet Union. Even though I grew up in America, my parents considered it important to spend every summer in Uzbekistan. Those trips became an inseparable part of my childhood. They gave me the chance to truly connect with my roots, culture, and extended family. I feel like I absorbed the best of both worlds, and I am really fortunate to be able to carry that with me.

Malene Birger

What memories of Uzbekistan still inspire you today?

Oh, so many! It was during those summers in Tashkent that I first discovered dance. I remember seeing my very first ballet at the Alisher Navoi Theatre and falling in love not only with the movement but also with the costumes. I wanted to be that girl on stage, and just a few years later, I was. It wasn’t only ballet, but many different forms of dance that shaped me. Being on stage taught me confidence, presence, and how to feel comfortable in the spotlight. The costumes fascinated me as much as the performances themselves. That was when I first fell in love with intricate embroidery, shimmering beads, flowing fabrics, and ornate headpieces. All of those vibrant details from Uzbekistan continue to inspire me to this day.

Oh, and the fruit – there is no fruit like the fruit in Uzbekistan. My grandmother had the most magical garden, overflowing with flowers and fruit trees. I dream of having a garden like my grandmother, Ikbol did. 

Almjanova Ikbol

Do you feel that your roots help you stand out in the fashion industry?

Now, yes! But the industry has changed a lot since I first started. Being different is much more valued now than it used to be.

Prada

What does it mean for you to be an Uzbek woman in Los Angeles – does this blend of cultures enrich or, on the contrary, complicate life?

Uzbekistan is a part of the world that isn’t taught about in America. Most people I meet, whether on set or in everyday life, don’t know where it is or have simply never heard of it. Because of that, I often get mistaken for being Hawaiian, half Japanese, half Spanish, half Iranian, half Korean – anything but Central Asian. In a way, that’s worked in my favor for modeling, because being perceived as ethnically ambiguous allows me to fit into a wide range of roles. Though at the end of the day, I really am just a proud Uzbek girl! I do my best to educate people as I go.

Prabal Gurang

How did your modeling career begin?

I started my modeling career at 16 in New York. I had taken a trip with my mom to meet with agencies, and that’s really where everything began. She’s always been my biggest supporter.

Michael Kors

What difficulties did you face at your first castings, and how did you overcome them?

When I first started going to castings at 16, the industry was very different from what it is today. It felt much more intimidating. There wasn’t the same inclusivity or openness that we’re beginning to see now. Rejection was often blunt, with no explanation, and as a teenager, it was tough not to take it personally. What helped me overcome that was building resilience early on and remembering that there’s room for everybody at the top.

Chanel

Los Angeles is known for its competition in the industry. How did you manage to make a name for yourself?

For me, it came down to having a good work ethic and a true passion for this career. I focused on building genuine relationships, always showing up prepared, and saying yes to opportunities, even the small ones, because each experience helped me grow and led to the next.

Chloè

Was there a moment or a photoshoot that became a turning point in your career?

I feel like my career has been marked by several turning points. I’ve been modeling for over 10 years, and with each chapter I’ve experienced a new shift. In recent years, I’ve really established myself in the beauty space – working with globally commercial makeup, skincare, and haircare brands. While I truly still love that work, I also felt a strong pull toward the luxury beauty world. That turning point came when Fara Homidi, who ironically enough also comes from Uzbek heritage, booked me for the launch of her Essential Face Compact. She’s such a powerhouse in both high fashion and beauty, and from that moment, a new door opened for me – one that eventually led to working with Chanel.

Chanel

Do you have a role model or a fashion icon who inspires you?

I think the women around me really inspire me in many ways. My mom, in terms of fashion, has always been so ahead of the trends, so timeless, and so chic.

Muslima Yusupova

What would you like to bring from Uzbek culture into the global fashion industry?

What I would love to bring from Uzbek culture to the global fashion industry are our textiles and craftsmanship. The colors of Atlas and Adras, the delicate embroidery, remind me of home. They carry stories, heritage, and love. I think fashion is most powerful when it feels authentic, and Uzbekistan has so much beauty the world has yet to see.

Prada

How do you see the development of fashion and the modeling business in Uzbekistan? An inspiring fashion icon

I think fashion and modeling in Uzbekistan are at a really exciting stage of growth. What inspires me most is how designers are blending tradition with modernity by bringing ikat, suzani, and national prints like Atlas and Adras onto the global stage in contemporary ways. I think continuing to host Fashion weeks and connecting worldwide gives our young talent a chance to be seen, and it makes me very hopeful. 

Chanel

As for a fashion icon who inspires me, in May of last year, I got to experience J.Kim’s show during Tashkent Fashion Week, and I absolutely fell in love with her work. I admire how she reimagines cultural heritage in such a modern and international way. She proves that you can honor your roots while creating something new, and that’s exactly the direction I see Uzbekistan’s fashion and modeling world heading. 

Credits:

Model: @asaliayusupova

Photographer: @taylorcolgate

Retouch: @alika.retouch

Lighting Tech: @lukeanaclerio 

Producer: @honeymustardranch

Photo Assistants: @photo.by.Mariel and @maddiehecox 

Video: @shanelotz 

Stylist: @Tabithasanchez 

Styling assistant: @abbydepass

Beauty: @olga_pirmatova

Hair: @earth.to.Karen  

iPhone Images: @objectsbycoco

Furniture: @raum.la

Location: Asalia's Home

Fashion Director: Natasha Kasatkina