The New Luxury: Craftsmanship And Timeless Design At Berhasm

Beso Turazashvili is not just designing clothes—he’s creating a movement. As the founder of the Berhasm brand, Turazashvili has become a leading figure in the Georgian fashion scene, known for his radical designs and unapologetic approach to luxury and self-expression. The designer’s Georgian heritage, rooted in his refugee upbringing, is a powerful source of creative inspiration. From the brutalist architecture to the electric pulse of Tbilisi streets, his collections embody both his and his country’s spirit. He’s a designer on a mission to shape the future of fashion, and he’s poised to become a true powerhouse.

Having started as an arts and music collective, Berhasm is no stranger to evolution. The latest collection, Chaos and New Order, draws inspiration from the raw beauty of deconstructionism and the simplicity of minimalism. On the runway, the mood board reflects Georgia’s political unrest with red under-eyes and glazed skin on each model to represent the protestor’s reality of being sprayed with tear gas. The brand was a major standout during Mercedes Benz Fashion Week Tbilisi and was the first Georgian brand to attend the Copenhagen International Fashion Fair.

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“Inspiration strikes from anywhere,” Turazashvili tell us in this exclusive interview. He opens up about the explosion of Georgian fashion, his collaborations with global influencers, and the philosophy behind his daring brand name. He reveals his plans to expand to Asia, emphasizing the importance of sustainable growth and maintaining a community-oriented mindset. From his eclectic music taste to the driving forces behind Berhasm’s unique identity, he shares it all. The key point being to own who you are and to happily allow your gut to influence your creativity. You’d be surprised where it takes you.

Read on to learn why Turazashvili thinks fashion can be a force for good and what’s next for the avant-garde brand.

What does the term “Georgian style” mean to you and what is your opinion about contemporary Georgian fashion market and creative output? How would you describe the current state of fashion in Georgia?

Georgian style is about the transitions, like our love for black—not because it’s flattering, but because it’s timeless. Georgian style mirrors our architectural brutalism, with concrete hues and textures that scream ‘I’m here and I’m fabulous!’ The street style in Tbilisi is the best runway; it’s where the magic happens.

Georgian fashion has been on a growth spurt like a teenager hitting puberty. Designers who were once the underdogs are now the darlings of the international stage. Watching them rise is like seeing a good plot twist in a fashion drama. The market is ever evolving, with new players and fresh visions. Georgian style isn’t stagnant; it’s on a great journey, and we’re strutting right along with it.

What was it like to be in Tbilisi during the political protests? How are you inspired by that moment?

Tbilisi during the protests was a mix of high tension and raw beauty. The unity and determination of the people was electric. It’s like being part of a powerful, real-life drama. That energy fuels creativity, inspiring us to create pieces that resonate with the strength and purpose of our people. We took that energy and mixed feelings and put it in our latest collection called and New Order.” I find it important to do things that I’m good at and spread the word about my country, our issues and problems through our craft and via press and PR to societies and groups of people who would not otherwise hear of the problems that Georgia is going through right now.

What impact does your Georgian heritage have on your design philosophy and process?

My Georgian roots run deep, especially as a child of refugees who was raised abroad and came back to Georgia as a choice. Our brutalist architecture combined with romanticism is a constant source of inspiration. Our logo, inspired by the ancient Borjgali symbol, carries a piece of Georgia with it. Seeing people around the world wearing our designs feels like a love letter to my heritage. And most importantly, we are fearless in our decisions, that’s the major force of our people and society.

How did you come up with the unconventional/controversial brand name? How was the consumer reaction to it?

Berhasm — born in the sultry shadows of Berghain, Berlin’s nightlife temple. It’s a cheeky blend of ‘Berghain’ and ‘orgasm’ because why not? It’s all about capturing that euphoric essence. People’s reactions? Let’s just say, it’s a name you don’t forget easily. Everyone sees something different, and that’s the beauty of it.

What is your concept of the modern person? Who is the BERHASM client?

The modern person is self-aware and conscious of their global impact—like a stylish butterfly effect. Our clients are young by heart and mind, active, and ready to make a statement. They’re living their best lives, they love attention, and our pieces help them do just that. It’s very important for me to create garments they can put on at clubs and at their offices, or wherever they work, and still feel as a part of our growing community.

How do you start a collection? What element is key?

Inspiration strikes from anywhere—movies, songs, political events. If it sparks a fire in me, it’s worth exploring. It’s about capturing that urgency and translating it into fashion.

What does the term “luxury” mean to you as a designer?

Luxury is sustainability and craftsmanship. To me personally, it’s also about accessibility, perfect fits, and the longevity of a product. True luxury stands the test of time and remains effortlessly stylish.

Can you share one successful example of your collaboration with a fashion influencer? Do you believe influencers have a role in fashion promotion?

Influencers are essential! We’re picky with our collabs, choosing those who share our brand’s heartbeat. Recently, thanks to our LA-based PR wizards, we’ve had the likes of Kourtney Kardashian, Tinashe, Bella Thorne, and Heidi Klum donning our creations. It’s like a designer’s dream come true seeing your pieces on such iconic figures.

One standout collab was with Ivana Vladislava, a Berlin-based artist with a style as sharp as her wit. She brought humor and creativity to the table, making the whole experience delightful. Our team loved her vibe and so did her audience. It’s the kind of synergy that makes you believe in fashion fairytales.

You have presence in Georgia and Europe. What market is next and why?

Asia! We’ve been producing in China, and the quality? Simply divine. We just opened a new studio in Shanghai and a major part of our team will be based there. We’re expanding in China, starting with a Shanghai showroom. It’s all about sustainable growth and making sure we’re in it for the long haul.

In an era of cross-brand collaborations, who would you be interested in collaborating with?

Dream collabs? Oh, let me indulge! Adidas for their iconic sportiness, Marina Abramovic for her artistic genius, FKA Twigs, Arca, and Sevdaliza for their musical magic. I’d love to do pop-up shows and parties in Berghain and Tresor since we had a great experience collaborating with several big Parisian clubs. And at some point, I’d love to have an exhibition at the MoMA.

What is the most important question on your mind at this stage of your career and life?

Right now, I am focused on our global growth and expansion. As I’ve said, the Asian market is the next step for us, but I’m also actively exploring the US market for BERHASM. The life around us changes so fast and so drastically. That’s why I’m obsessed with exploring the balance between chaos and order. I think the main goal is to find that sweet spot where creativity thrives amidst the madness.