Saveja Awzel, founder and designer of KEYIMU, is a fashion designer whose work bridges cultures and emotions. For her, fashion is more than aesthetics; it is a language of identity, memory, and expression. After earning her BA in Fine Arts, she deepened her exploration of form, texture, and emotion, shaping a creative philosophy that merges art and fashion.

Inspired by her mother, also a designer, Saveja discovered fashion as a child, finding both creativity and strength in it. Born in China with Uyghur heritage and raised in Sweden, she blends her multicultural roots into a distinctive visual language that balances softness and structure, tradition and modernity creating timeless pieces that reflect both history and the present.

Through her work in ready-to-wear and accessories, as well as her experience styling fashion shows and editorials, she developed a keen eye for how details shape a look. Saveja’s vision for KEYIMU was born from a desire to craft handbags that don’t follow trends, but rather become iconic pieces in one’s wardrobe.