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conversation series: strategic resistance in the era of creative activism with natia aqulashvili
written by Murph Phi
Tbilisi, Georia, — On November 2, 2024, the world was holding its breath.
In the Middle East, Israeli airstrikes struck a Gaza vaccination center, halting the World Health Organization’s restart of a regional polio campaign. In Spain, catastrophic floods drowned towns from Valencia to Alicante in the largest peacetime deployment of the Spanish armed forces since 1975. In southern Africa, Botswana swore in President Duma Boko, while Britain’s Conservative Party elevated Kemi Badenoch as leader – a symbolic turn in European politics. In Tbilisi, thousands of Georgians filled Rustaveli Avenue, waving EU flags beneath a cold sky, protesting a revived “foreign agent” law that threatened to brand NGOs and media outlets as enemies of the state. The crowd’s chants blended with church bells as their voices echoed off the National Parliament building. Cameras rolled as police line tensions rose but the protestors sang louder.
That same evening, on another continent, I sat with Natia Aqulashvili in New York City’s Walker Hotel Tribeca, an Art Deco temple of stone and velvet, to talk about art, fashion, and the politics of resistance as Americans patiently waited for one of the more important presidential elections of modern times. We met in the Walker's unconventional lobby – a nestled midnight-blue world of quiet taste. A Milo Baughman sectional anchored the room, muscled tightly under a row of what seems to be 15 foot windows before a Nero Marquina stone table where we placed our coffee. A wall of design monographs framed the conversation like an altar to craft. It was the kind of space that understood silhouette and silence, an interior where every object had been considered, providing proof that order could exist even in an age of fracture. We spoke as activists meeting in chaos. Two people who believed creative work could relieve the world’s anxieties through clarity and goodness. Our talk moved between fashion education and foreign policy, between Azzedine Alaïa and street photography, between Georgia and America.
In the shifting terrain of Georgian modernity, Aqulashvili moves like a strategist in motion, oscillating between boardroom and atelier and threading economic intelligence through the seams of creative ambition. From her finance background to her MBA in Luxury Management at Grenoble Ecole de Management, she embodies a new Georgian archetype: one fluent in both global capital and local identity. She’s as comfortable parsing cryptocurrency models as she is referencing Alaïa, her chosen muse,whose precision and defiance mirror her own approach to work and life.
Periods of resistance have always been engines for creative production. Historically, both Georgia and the United States, have had moments of this said political fracture which have ignited surges of artistry, language reclamation and independent media like the Tbilisi Rock & Youth Movement, Rose Revolution in Georgia and Harlem Renaissance, Punk Movement and even New York Fashion as a political resistance machine in America. What we are witnessing now in contemporary times is an uncoincidental rhythm with art, creativity, and the institutions that protect them now all under federal pressure forcing artists, journalists and creatives to become a defensive infrastructure against power, greed, and the control of narrative.
In Georgia, renewed tension with Russia and the state’s rhetoric against “foreign agents” have pushed artists and curators into self-organization. Independent galleries, pop-up schools and digital magazines now operate as safe houses for identity, archiving what official channels seek to erase. When government broadcasts collapse into propaganda, a poster, a photo series, or a runway show becomes its own archive of truth.
When asked about her thoughts on the current state of Georgia and how peace can be achieved in her home country, Natia briskly responds, “Georgia is in a highly sensitive situation right now, standing at a crucial crossroads in its fight for freedom and its European future. We have witnessed continuous protests, driven by the people’s unwavering determination to officially become part of Europe—a place where we already belong culturally and historically. To achieve peace, our government must listen to its citizens and respect their voices. At the same time, strong international support, particularly from the U.S. and Europe, is essential to ensuring that Georgia stays on its rightful path toward democracy and integration with the West.”
In America, a similar story unfolds. Book bans, culture wars, and defunded arts programs mark a retreat from the imaginative commons. Artists here respond like their Georgian counterparts — by producing faster than the system can censor, by teaching outside the classroom, by reclaiming narratives in print and on screen. Creativity is no longer decoration; it is logistics — an organizing mechanism for memory and coalition.
So when Aqulashvili says “strategy as resistance,” it is not a metaphor — it’s a manual. In her world, fashion becomes foreign policy, design becomes documentation, beauty becomes counter-surveillance. The preservation of art is the preservation of truth.
Our meeting on that grey November day bridged two continents in upheaval. In America, an election tested our democracy; in Georgia, a small nation asserted its right to choose its future, save its culture and preserve its native language and history. Natia sees fashion as the meeting ground between those forces where design is statecraft not frivolity. Her career is a series of bridges: from finance to art direction, from policy rooms to runway floors. As a Corporate Ambassador and member of G100 Women for Tomorrow, she builds global pipelines for women in business and tech while mentoring over 2,000 students to prepare for the Inside LVMH certification.
She speaks about inclusivity and innovation not as branding language but as civic policy — as architecture for national renewal. Her digital projects including an Azzedine Alaïa Couture homage page speaks to her national pride and duty as she works to merge archival reverence with algorithmic agility, placing Georgian intellect in the global conversation. To watch her work is to see how design translates into diplomacy. In Tbilisi’s creative sector, where artists and writers face growing political pressure, she and her peers serve as custodians of imagination.
The dangerous slope both Georgia and America face is the gradual normalisation of cultural erasure. When language, art and education are treated as political inconveniences rather than civic necessities, democracy weakens at its aesthetic core. The artist’s task, whether in Tbilisi or Richmond, is to keep memory tactile and hold form against distortion. For Georgia’s creative youth, Aqulashvili embodies a pragmatic futurism: a refusal to retreat. She represents a generation integrating finance, blockchain and art as co-instruments of freedom. Her story is not about luxury, though. It’s about leverage, and how intelligence and education become forms of soft power in regions still negotiating their sovereignty.
From Tbilisi to Paris to New York, she writes a new geopolitical couture: thought as fabric, ambition as structure, strategy as resistance. For those of us working in the creative and civic sciences, her trajectory is a reminder that culture itself is a frontline — one worth protecting, teaching and funding.
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After countless conversations building a friendship, while collaborating, Natia revealed a lot more layers to her expansive palette of learning environments, shedding light on a few social media passion projects she has been working on for the last few years as she navigates the business and fashion world.
Murph: Who are your favorite designers?
Natia: My favorite designer is Azzedine Alaïa. My passion for his work is profound; I have visited the Fondazione Alaïa at least ten times and could never get enough. Whenever I am there, I feel his spirit and love for his maison. This connection has even led me to curate a page dedicated to Azzedine Alaïa Couture to honor his legacy and the heritage of his brand. His decision to move to Paris and build such a strong Maison, along with his artistry, couturier skills, and dedication to craftsmanship, inspire me greatly.
M: Where do you see fashion in 10 years? Does it look the same or are we on the brink of evolution?
N: I envision fashion becoming more responsible, inclusive, and tech-oriented. Technology will serve as an invaluable tool in enhancing design processes and customer interactions. However, I believe that craftsmanship and the human touch will continue to be cherished as well.
We might witness AI-driven fashion weeks and a vastly expanded digital fashion sphere, where virtual realities coexist with traditional experiences. Additionally, I foresee a movement toward inclusivity, with fewer barriers to entry for aspiring professionals in the industry. Fashion should embrace diversity across all dimensions, including race, color, gender, and body types, fostering a welcoming environment for everyone. This shift will not only enrich the creative landscape but also reflect the true beauty of our global society, allowing unique voices and perspectives to flourish.
M: You’ve traveled a lot — where has your favorite experience been when it comes to observing fashion, culture, luxury, and lifestyle?
N: "Paris, it’s my drag," as Azzedine Alaïa said, and I completely agree. In Paris, you can find the finest collections of art, whether it's paintings, couture, or any other form. For example, the latest Louvre Couture exhibition at the Louvre Museum was a perfect blend of art and fashion. I can’t overlook my memories in New York City, either. I vividly remember our time at Parsons Fashion Institute after the Gremok Institute's Beyond Fashion event. The atmosphere was really interesting and super friendly, making it great for networking. We met and soon discovered new opportunities, and since then, we've been working on a lot of exciting projects together. NYC is a city that embodies lifestyle and culture, where your wildest dreams really can come true. I could go on and on about the magic of New York!
During my last trip to Paris, at the new Saint Ambroeus Alaïa Café, I personally met Montassar, Alaïa’s cousin, who offered exclusive insight to their family’s determination to present positive design within in an elevated aesthetic – an approach I value in contemporary design .I am also passionate about volunteering and helping students gain the information they need to dive deeper into their fields of interest, whether in finance, fashion, or luxury. For example, with my support, more than 2,000 students have obtained their Inside LVMH certificates. Additionally, I am a Vogue Business member and have attended events NYC and Paris as a corporate ambassador to stay updated on the latest industry advancements. I am dedicated to supporting women’s influence in various industries and member of Women for Tomorrow and Women in Crypto NYC, actively contributing to strengthening these communities.”
M: Interesting. What have you been able to learn and translate into your own brand and journey from being a Vogue Business member or other adjacent communities?
N: “First of all, I’m beyond grateful for being a part of this exclusive community of visionaries and businesspeoples. Between conferences, media engagements, fashion week programming, I’ve joined many communities but Vogue has truly been a game-changer in my personal and professional journey. Being part of this network allows me to stay up-to-date with the latest industry insights and member-only events that focus on business rather than the public parties we all love. I get the rare opportunity to have direct conversations with successful brand owners and industry leaders in conversations that would otherwise be difficult to access.
The events have been especially transformative, offering valuable knowledge on topics like AI, the future of shopping, the evolution of luxury, and the growing role of e-commerce and online shopping. These discussions have helped me understand the shifting landscape and the increasing importance of digital platforms in brand growth. Listening to others share their successes, struggles, and private experiences has inspired me to rethink my own brand. It has motivated me to focus on rebranding in a more sustainable way, emphasizing my brand’s core strengths while expanding it internationally and online.
One of the most valuable aspects of being a member is the networking opportunities. The community brings together incredible professionals from around the world, creating an environment that is incredibly supportive and collaborative. As a corporate ambassador, I attend many events globally, but I think it stands out as the ultimate platform that mixes industries and provides resources for innovation and information, helping me continually update and upgrade both myself and my brand. The power of community is something that’s truly invaluable, and being part of this one has been a pivotal part of my growth.”
M: How does this inspiration spill into your goals in the world of fashion?
N: My inspirations run parallel to my goals because when I find inspiration, it sticks in my mind and drives me to take action. With my Luxury MBA, I have honed the skills necessary for navigating the complexities of the luxury sector, and my position as a Corporate Ambassador has allowed me to apply this knowledge effectively. Additionally, I have a diverse range of inspirations that provide me with the flexibility to take breaks when needed and return with fresh ideas and upgrades. Ultimately, my goal is to make a positive impact by nurturing creativity and inclusivity in the fashion and Luxury world.
M: How has the transition been from your experience in the business/finance world to fashion? How has your experience in business helped your knowledge building skills in the business of fashion?
N: “The transition from finance to luxury business and fashion has been both exciting and natural for me. Since childhood, I’ve been passionate about both. However, during that time, opportunities in fashion in Georgia were limited. After gaining eight years of valuable experience in finance, I was ready to pursue an MBA and blend my two interests into one profession. By then, the market, both locally and internationally, had evolved, and industry opportunities were more accessible. The guidance of my Grenoble University professor, Isabelle, was pivotal in helping me choose my specialization. Her influence inspired me to delve deeper into the luxury business. As I immersed myself in this field, I became even more convinced of the symbiotic relationship between business and fashion, where both disciplines enrich and support each other.
My background in business has been immensely helpful in understanding the strategic and financial aspects. The skills I developed, such as market analysis, financial planning, resource management, digital finance, operations, software, networking, and networking high-level management skills, are directly applicable to the luxury business.”
M: What are your thoughts on Beka, Georgian-born creator of “Style Not Com”? How has he been a point of reference and inspiration while navigating this vast world?
N: “I’m a huge supporter of Beka and the Style Not Com brand. I always make it a point to attend his book signings and, of course, buy his pieces. His latest collection, especially the collaboration with Zara, was so inspiring. It’s currently exclusive to the U.S. market, but thanks to my friends, I was able to catch a piece of it and proudly wear it in Paris. What truly stands out to me is how Beka has been such an important figure for us Georgians. Whenever I mention I’m from Georgia, he’s one of the first names that comes up in conversation. I’ve had the honor of hearing him mentioned by Stephen Morgan, Managing Director of Vogue Business, Elektra Kotsoni, deputy director for Vogue Runway and even Montassar Alaia from Maison Alaia. He’s become a symbol of Georgian success and continues to inspire us all. So his work directly supports us on an individual and national level. My Georgian pride peaks with the accomplishments of our creatives.”
Brand owner, cryptocurrency supporter, luxury scholar, Financial manager – not many things Natia can’t do but when she isn't traveling the world to expand her palette in style and eclecticism, Alkulashvili spends her time between France and her home, Georgia straddling classroom responsibilities and encouraging societal change. We’ve been in a very intense dialogue on industry enhancement and we envision a future in modern luxury and understand the value of classic and contemporary objects. Natia has continuously expressed her interest in multiple industries.
M: What sections of the fashion/luxury world interest you the most?
N: I am particularly drawn to Luxury Management, as my finance background and specialization in Luxury Management through my MBA align perfectly with navigating the complexities of this sector. While Luxury Management is a broad field, I am flexible and open to exploring every part of it. In my current position as a Corporate Ambassador, I have discovered many new skills and become more receptive to various areas within the industry. I have a strong interest in the styling and educational aspects of fashion, also. Styling is incredibly important to me as a woman as it allows me to feel more fulfilled, optimistic, and trendy. It’s like therapy for me to follow styling basics or experiment with my looks in everyday life.
I find the educational component essential as it fuels my desire to succeed in this field too. I want to ensure that others do not feel a lack of information or opportunities and to help young generations achieve their goals. When I say "young," I mean newcomers to the industry, regardless of age, as I am against ageism and because it’s never too late to pursue the right things.
M: How important is it for you to keep an open mind?
N: “I’ve always felt that being in just one profession wouldn’t fully satisfy me for my entire life. That’s why I found the best mix when I decided to pursue an MBA in Business but Luxury specialization. Listening to Anna Wintour’s podcast on thriving in the media industry reinforced my decision. She shares powerful insights that take with me in all parts of my journey. In one of her monologues she says, “It’s essential to have varied interests and skills, to try and even fail at different endeavors. In an ever-changing world, versatility and resilience are key to standing out. Embrace failure as a learning opportunity, and let curiosity fuel your growth.” Her words were like a sign, reinforcing that pursuing a career that blends my two passions, business and fashion, was the right path for me.”
*Natia’s responses are English translations of her native Georgian language*
Image Credits:
Keith Selby; Art Militant
Styled by Natia Aqulashvili
Photo Editor: Yazmine Dearing
November 2024.