We’re excited to introduce you to the always interesting and insightful Afaf Seyam. We hope you’ll enjoy our conversation with Afaf below.

Afaf, thanks for joining us, excited to have you contributing your stories and insights. Can you talk to us about a project that’s meant a lot to you?

The most meaningful project and accomplishment of my life has been creating my brand, Boy Vienna. After working in the fashion industry for over 10 years, I had the privilege of collaborating with some incredible brands and designers. I designed for Calvin Klein, Vera Wang, Juicy Couture, and Joan Rivers, developed private label collections for Bergdorf Goodman and Saks Fifth Avenue, and built a brand that was sold in top retailers, featured in major publications, and worn by celebrities.

Through these experiences, I learned there’s a big difference between the business of fashion and the art of fashion. While I loved what I was creating, I began to crave the freedom to explore concepts without the constraints of sales projections or the pressure to recreate last year’s best seller. Every design started with the goal of pushing boundaries but was often diluted into a high-margin, commercially safe version of its original idea.

With Boy Vienna, I set out to create something different—a place to experiment freely, a shoppable portfolio with no rigid price points, product categories, or fixed brand codes. The brand evolves based on what inspires me in the moment. Whether it’s a concept or a new medium, it’s always up to me to figure it out and bring it to life. I’m not tied to timelines or trends; Boy Vienna is whatever I want it to be.

It began as a fashion NFT membership, then transformed into an upcycling concept, and most recently, my best sellers are incense that look like cigarettes. Along the way, I’ve collaborated with incredible artists and brands like Bond Hardware, CAOS MOTE, and Miryo Studio and built a network of retail partners around the world.

Afaf, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I have a technical background in textiles and product development, which I honed through years of experience, mentorship, and specialized courses. Along the way, I discovered a passion for storytelling and personal style. Social media became a natural outlet for me to share my styling concepts, which are highly informed by my design process.

I’ve gone viral for ideas like “1/3 Ugly” and “Juxtaposition Sandwich,” blending unconventional elements in fashion, as well as for my incense creations. My personal style is an eclectic mix—tailored yet sporty, grungy with lingerie-inspired details, and with a touch of post-apocalyptic glam.

I’m passionate about collaborating with other artists to expand the world of Boy Vienna. My goal is to create a brand that feels like a fully immersive experience—where each piece tells a story and sparks a connection. I want the people who shop Boy Vienna to discover something they can use in their daily lives while also encountering concepts they’ve never seen before.

Any resources you can share with us that might be helpful to other creatives?

If I had known how powerful social media could be, I would’ve taken advantage of it much earlier. I didn’t realize the impact it would have on my life. It’s not about having a huge following—it’s about putting out content that attracts the relationships, community, and connections you want.

Some of the most life-changing projects in my life came through a DM. Including major retailers, celebrity stylists, and some of my best friend connections.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

There’s no such thing as the “right” way—and you’re not special.

We’re all taught to stand out, to be different, to create something no one’s ever seen before. While that sounds great in theory, it can actually be misleading. The truth is, what makes a designer truly successful isn’t their ability to be completely unique, but their ability to tap into something universal—something that connects with people on a deeper level. It’s not about being so different that no one relates to you; it’s about recognizing the common threads we all share and turning those into something tangible and desirable.

Being a great designer is about identifying that feeling, idea, or product that you genuinely wish existed. If you want it, chances are there are hundreds, thousands, or even millions of others who want it too—they just don’t know it yet. The magic lies in realizing that commonality and bringing it to life in a way that resonates.

We live in a world where brands often chase trends and mimic each other, treating every product as a business opportunity. But real design—the kind that sticks—is born from something honest and shared, not from trying to be special for the sake of it.

Contact Info:

• Website: https://boyvienna.com
• Instagram: https://www.instagram.com/zeopatra/
• Linkedin: https://www.linkedin.com/in/afaf-seyam

Image Credits

Madison Lane Photographer