The Muse Journal: 03 - Afaf Seyam

For Volume 03, we chatted with Afaf Seyam, designer + founder of Boy Vienna, to talk originality, creativity + the joy of dressing for yourself.

Known for her ‘How Not To Be Boring’ series, Afaf has inspired a generation of women to trade trends for unlikely combinations, bold personal style + a whole lot of fun.

Sheree combines 3D florals with bold, noir strapping, while our noir opera gloves bring drama to an outfit. How does wearing it make you feel?

Anything red is very sexy but the intricate details are so sweet and feminine. The gloves are just super cool.

Your ‘How Not To Be Boring’ series has inspired so many women to embrace originality over trends. What first sparked the idea, and has your definition of ‘boring’ changed over time?

This has been the way I’ve always approved design and styling. It felt like the popular way to put a look together on social came from finding dupes or trying to be like other people which ends up creating a lot of insecurity. I just wanted to share there's a totally different way to approach personal style that brings joy and confidence.

When you’re looking for inspiration, where do you naturally gravitate towards?

I don’t typically look. I’m just on the internet a lot and constantly going down rabbit holes or shopping. I stumble on it often by chance but I love nature, interiors and food as inspiration the most.

Boy Vienna has built such a distinctive identity around reimagining everyday objects. What inspired you to start the brand, and what’s the idea behind it?

It started out as a playground for any design I wanted to create while I was still working full time and wanted a creative outlet. It just accidentally started making money and turned into my full time project.

What’s the most unexpected thing that’s inspired you recently?

I’m always saving all sorts of things. I think the most recent one is a black apple with a blue interior.

What’s something you’re completely obsessed with right now?

Nudi branches. They’re underwater slugs.

What’s your favourite way to style lingerie?

When something is super pretty I want it to be seen. Under a sheer top or layered on top of something you wouldn’t expect.

One book/film/TV series?

Sailor Moon.

For you, what role does lingerie play in getting dressed? Is it about confidence, creativity, self-expression… or something else entirely?

Creativity and femininity. It just feels like something super special and luxe to wear something only for yourself. It has the same feeling as wearing a special perfume or high precious jewelry.

What song have you got on repeat?

“Fall For You” by Secondhand Serenade

Is there a woman whose creativity, confidence or perspective has shaped the way you see the world?

My Mom 1000%

If someone took away just one idea after discovering your work, what would you hope it would be?

To not let anyone make you feel bad.

Complete the sentence: “Women become more interesting when they…”

Live for themselves.

In a world where everyone is trying to fit in, what makes someone unforgettable to you?

Someone who you can tell is genuinely having fun.