How I got my job as… Co-Founder of this minimalist brand from Seoul

Emirates Woman

3 days ago

This week, we speak with Co-founder of Common Kin, Akina Sultanova. This luxury fashion brand's timeless designs are crafted for year round wear making them perfect for any season.
Welcome to the Emirates Woman weekly series 'How I got my job as…' where we speak to some incredible entrepreneurs and businesswomen both based in the UAE and globally to find out about their career paths that led them to where they are now; what their daily routines look like; the advice they'd give to those starting out; and the hurdles they've had to overcome.
Rooted in Korean heritage, the brand delves into local artistry through its quality designs and fine attention-to-detail. With a focus on breathable fabrics, minimal silhouettes and emotive simplicity, each garment flows effortlessly with the gentle, laid-back spirit of Summer.
So, to delve into her story , Emirates Woman sat down with her to see how it all began. What was your favourite subject at school?
I was always drawn to literature and art. I loved stories, how they reveal inner worlds, how words can clothe emotion. That love for narrative and beauty eventually led me to fashion. In a way, clothing is storytelling without words. What was your first job?
I started in business very early, when I launched a franchise for a British brand in children's fashion. It taught me structure, numbers, and operations but it also sparked something deeper: a desire to build something of my own, from soul to silhouette.
What brought you to Dubai?
Dubai felt like a calling. It's a place where vision meets velocity. The multicultural energy, the elegance, the ambition in the air it all resonated with the woman I was becoming. I wanted to build something meaningful here, and I knew this city would hold space for that. What inspired you to enter the fashion space and launch Common Kin?
I've always believed that what we wear can remind us of who we are. Common Kin was born out of a desire to create clothes that feel like quiet power, effortless, refined, intentional. Fashion that whispers strength, not screams for attention. I wanted to build a brand that women don't just wear they inhabit. Talk us through the concept.
Common Kin is about connection to self, to story, to shared experience. The name reflects that: we are all part of something shared. Each piece is designed with understated strength in mind. Korean minimalism meets European fluidity. It's elegance for the thoughtful woman, the one who leads with grace but never hides her power. What are the key elements of your role?
I'm involved in every layer from concept design to brand mood, from sourcing to storytelling. But above all, my role is to protect the soul of the brand. I see myself as both the creative pulse and the guardian of the message: softness is strength, and beauty can be quiet. Talk us through your daily routine.
Mornings are sacred. I wake up before the house, take time for breathwork, intention setting, and a walk or workout. Then comes school drop-off and a deep focus block, I usually review designs, meet with the team, or write content. Afternoons are for family, creative flow, or inspiration walks through the city. I end my day slow, with a book or silence. Rituals ground me, they're the invisible framework behind the visible success. What advice do you have for anyone looking to follow in the same footsteps?
Start before you feel ready, clarity comes in motion. Build something that reflects who you are at your most honest, not who the market expects. Stay close to beauty, and don't underestimate the power of softness in business. And finally, consistency is a quiet superpower.
Tell us more about the pieces.
Every piece has a mood, a state of being. We focus on clean lines, breathable fabrics, and silhouettes that feel like freedom. There's always a balance: structure and flow, femininity and edge. Our collections aren't seasonal trends, they're timeless companions. What is the best piece of advice you've ever received?
'Be where your feet are.' Presence is the most magnetic thing a woman can wear. And the worst?
'Don't be too much.' I've learned that too much passion, vision, emotion is exactly what builds something unforgettable. What's the biggest challenge you've had to overcome?
Letting go of perfectionism. As a founder and mother of four, I had to learn that done with heart is better than perfect on paper. Imperfection holds truth and truth connects. What lies ahead for the brand?
We're expanding slowly, intentionally into concept retail, curated collaborations, and community spaces. Common Kin isn't just fashion it's a philosophy. And I want it to live not only on the skin, but in the hearts of the women who wear it. And the next step for Common Kin is London. – For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram
Images: Instagram