How Fashion Bureau Almaty Is Shaping Perceptions Of Central Asia

Central Asia, with its rich history as a nexus of trade and culture along the Silk Road, is stepping into the global spotlight once again—this time through its fashion, luxury, and creative industries. The apparel market in Central Asia is projected to grow by nearly 5% in the next four years, resulting in a market volume of US$10.03bn by 2029. Kazakhstan, in particular, has become a focal point for international brands seeking new markets and audiences. With investments flowing into the region—such as the Venice Biennale’s special event in Samarkand, Uzbekistan in 2025 and the upcoming opening of two contemporary art museums in Kazakhstan—the stage is set for rapid growth.

Spearheading this transformation is Saken Zhaxybayev, founder of Fashion Bureau Almaty and one of Central Asia’s most influential figures in event production. Since 2005, Zhaxybayev has been crafting experiences that connect the region’s deep cultural heritage with global luxury brands like Bvlgary, Chopard, Van Cleef, Bork, and Visa.

His vision? To position Central Asia not just as a consumer market but as a creative powerhouse with global influence. “Every project we undertake pushes boundaries and redefines what’s possible. We’re not just shaping events; we’re shaping perceptions of Central Asia,” says Zhaxybayev.

I sat down with Zhaxybayev to discuss the opportunities and challenges of his work in this unique region, the unique role of cultural identity in fashion, and the future he envisions for Central Asia as a global hub for creativity and luxury.

Building Bridges: Central Asia and the Global Fashion Industry

For international brands, entering Central Asia is about more than tapping into a growing market—it’s an opportunity to connect with a region that combines a rich cultural legacy with an appetite for luxury and modernity. “What sets Central Asia apart is our ability to surprise and inspire.” Zhaxybayev has been instrumental in this process, using Fashion Bureau Almaty to facilitate collaborations that resonate locally while maintaining global standards. “We’ve had the privilege of hosting representatives from iconic brands like Van Cleef, Dior, and Chopard,” Zhaxybayev explains. “When these representatives arrive, they’re often astonished—not just by the sophistication of our events but by the depth of culture and creativity in this region.”

The Fashion Bureau Almaty acts as more than an event production agency, it also serves as a cultural ambassador, weaving elements of Kazakhstan’s identity into every project. Every event, design, and production he undertakes is imbued with elements of Kazakhstan’s heritage, from intricate patterns inspired by traditional textiles to storytelling rooted in the nomadic way of life. “When we design an event, we’re not just showcasing luxury products—we’re telling a story,” he says. “For example, when working with international brands, I always look for ways to incorporate elements of our local artistry. It might be a piece of embroidery, a traditional motif, or even the architecture of the venue. These details create a connection between our culture and the global brand’s identity.”

From elaborate team-building experiences for Van Cleef to stunning product launches for Bvlgari, he ensures that each event creates lasting memories. Each production is an opportunity to showcase the vibrancy, craftsmanship, and innovation of Central Asia. “It’s about more than selling luxury—it’s about making these brands part of our cultural narrative.”

Zhaxybayev sees this approach as a way to position Central Asia as a creative force in the global luxury landscape. “The world is hungry for authenticity,” he notes. “When we incorporate our traditions into modern design, we’re not only preserving our heritage but also offering something fresh and exciting to the global audience.”

However, entering a relatively untapped market comes with its own set of challenges. “One of the biggest hurdles is the lack of specialized professionals,” Zhaxybayev acknowledges. “We often rely on intuition and creativity rather than formal training. But this also gives us an edge—it allows us to think outside the box and create events that are truly one-of-a-kind.”

One of Zhaxybayev’s favorite projects involved creating a team-building event for Van Cleef that integrated local craftsmanship into the experience. “We created a dialogue between the Van Cleef brand and our culture. Seeing their representatives engage with our traditions was incredibly rewarding.”

He also highlights the collaborative spirit of neighboring countries like Uzbekistan, Kyrgyzstan, and Tajikistan. “We’re not just showcasing Kazakhstan; we’re amplifying the voice of Central Asia as a whole. By working together, we can present a united front that highlights the talent and artistry thriving in this region.”

Vision for the Future: Central Asia as a Global Creative Hub

Looking to the future, Zhaxybayev is optimistic about Central Asia’s potential to become a key player in the global fashion and creative industries. “I see Central Asia becoming a creative hub where bold ideas and innovative concepts are born,” Zhaxybayev says confidently. “This region has all the ingredients: a rich heritage, a young and dynamic population, and a growing appetite for luxury and design.”

One of Zhaxybayev’s long-term goals is to inspire and mentor the next generation of Central Asian creatives. “The youth here are incredibly talented. Their designs are declarations of pride and identity, and they’re bringing a uniquely Central Asian perspective to the global stage. It’s our responsibility to guide them, collaborate with them, and create opportunities for their work to shine.”

As for his own ambitions, Zhaxybayev dreams of producing a global fashion event that embodies the spirit of Central Asia. “I imagine an event that tells the story of the nomads—our traditions, values, and resilience. It would be a celebration of who we are and where we’re going, blending past and future in a way that captivates the world.”

Fashion Bureau Almaty has become more than an event agency—it’s a driving force behind Central Asia’s cultural and creative renaissance. By blending tradition with innovation, Zhaxybayev is not only elevating the region’s fashion and luxury even production sector but also inspiring a new generation of creatives to dream big. “I believe the best is yet to come,” he says. “In five to ten years, I see Central Asia at the forefront of global fashion and design—bold, innovative, and unapologetically authentic. And I’m honored to play a part in that journey.”