Onur Osman – The Voice of a Global Generation and the Architect of Romanian Aesthetic Culture

Onur Osman, named “The Greatest Romanian Designer” at the Romanian Fashion Awards, talks about his beginnings, international success, personal values, and his mission to promote art and beauty for the new generations.

Onur Osman is one of the most prominent young designers of today, a self-made entrepreneur who built a successful brand from scratch and a source of inspiration for over 4 million young people around the world, making him one of the most followed Romanians on social media. Named The Greatest Romanian Designer at events such as the Romanian Fashion Awards, iSucces Gala, and the Excellence and Performance Gala from 2018 to the present, Onur Osman represents Romanian youth entrepreneurship on several continents.

C&B: Do you think the media talks too little about you?
Onur Osman: Just like many of the most relevant Romanian entrepreneurs in the beauty industry, I don’t get asked very often by journalists about my work—probably because four of the biggest names in the Romanian fashion industry have international-sounding names, and the public assumes we’re not “from here.” Still, I’m proud to say that I’m a relevant voice for over four million young people around the world, who appreciate my life and style advice, my cultural and musical snippets, and the moods I’ve created over the years. Most of my fans are international because my brand is more present outside the country, thanks to my involvement with major fashion houses and international cultural events.

C&B: What is more important: beauty or art?
Onur Osman: For me, beauty and art have always been important. Ever since I was a child, I knew I wanted to make the world more beautiful. I enjoyed working on interior design, I designed window displays for jewelry stores as a teenager, and I collaborated with top designers until I was twenty, when I launched my own fashion house.

There were two moments that defined my path—one more emotional, the other a recognition of my efforts. When I earned my first million euros at just 20 years old, it marked probably the most important step toward entering the major beauty industry. The second moment was more of a reward: when the Romanian Fashion Awards and the Excellence and Performance Gala contacted me to nominate me for Designer of the Year awards, starting in 2018.

C&B: Speaking of moments, what has been the most difficult one so far, and how did you overcome it?
Onur Osman: The most difficult moment hasn’t really existed—perhaps because I see any difficulty as a challenge meant to help me grow. Still, there are unpleasant moments now and then, especially when, as an echo of an older era in Romania, underqualified designers or those without real financial success are promoted to the new generations, keeping our country at a mediocre level in beauty culture. And I’m not thinking about myself, but about all the great Romanian designers with million-euro turnovers, who are present at many of the world’s most glamorous events, yet remain unrecognized or underpromoted in Romania’s mainstream media due to lingering post-communist mentalities among older generations of journalists.

C&B: Should art, culture, and beauty be promoted?
Onur Osman: I believe in beauty and culture, and I truly regret that Romania’s education system hasn’t yet risen to the European standard—we lack the classics, we lack the great European cultural content in our specialized universities. But I also believe this step will be taken by the new generations, who are increasingly connected to the larger fashion world. It has always been my ambition to promote art, culture, and beauty through all of my projects, and even through my everyday lifestyle. I live surrounded by art, I create art, I breathe art, and I will continue to contribute, through everything I am, to the culture of beauty for my generation and the ones to come.

C&B: How have your beliefs and ideals changed over time?
Onur Osman: Over the years, I haven’t changed my beliefs, ambition, or ideals. In many ways, I feel I’ve stayed the same. What has changed, however, is the community of people around me—a community whose support and admiration constantly motivate me to become better. It’s a joy, an honor, and also a great responsibility to know that millions of young people around the world look to me for inspiration on how to live their lives beautifully every day.

C&B: If we met your team or collaborators, what do you think they would say about you?
Onur Osman: My collaborators are often surprised to find that in real life I’m a warm, sociable person without any airs or ego—as many have honestly told me. And my employees would probably be the first to appreciate my humanity and the understanding I show toward them as individuals, not just as staff.

C&B: What is the most important decision you’ve made that changed your trajectory?
Onur Osman: The decision to expand internationally was the most impactful one in my business. By crossing Romania’s borders, I now constantly have the chance to work alongside the most important voices of our time.

C&B: Where do you think your leadership style comes from?
Onur Osman: Probably from growing up in an entrepreneurial family environment—some entrepreneurial skills have always surrounded me since I was young. Growing up among the newest brands and having access to items that others only saw in magazines gave me a different perspective on life, one that helped me learn directly from the best. So, my leadership style comes from the culture of luxury and beauty, refined by the art and haute couture professors in Paris and London who helped shape me during my teenage years.

C&B: What sets you apart?
Onur Osman: What makes the ONUR OSMAN™ brand different from most major fashion houses around the world is its culture of beauty and its historical sense of art—qualities that most legacy fashion houses are now desperately searching for, after so many avant-garde waves have damaged aesthetics and buried billion-dollar businesses.

C&B: What does a typical day look like for you now, and what moments bring you the most satisfaction?
Onur Osman: My days are incredibly varied, but I can proudly say that I’ve built a lifestyle with over 20 vacations a year—through which I gather inspiration for my creations and international work. By traveling extensively, I stay in constant contact with various cultures and entrepreneurs, always keeping up with the latest trends in both fashion and business.

C&B: What values or principles guide what you do, and how do you apply them day to day?
Onur Osman: I believe luxury is rooted in culture, respect, and professionalism. Everything about me is immaculate—from never going anywhere without my assistants, always traveling first class, to maintaining a cool, healthy, and fresh vibe no matter where you might meet me in the world. Integrity, morality, and kindness—and the belief that inner wealth matters more than outer wealth—are the values that have built the life I live today.

C&B: How was your brand born, and why?
Onur Osman: In my case, my brand is me—so ONUR OSMAN™ was the only option, and it turned out to be a successful one. For many years, I was the personal assistant of a world-renowned designer, gathering the skills needed to build my own empire.

C&B: If you were to send a message to the people who follow your example, what would it be?
Onur Osman: My message to everyone in my online community is always the same: build a beautiful world, live beautifully, and be yourselves. And for young entrepreneurs: don’t stay trapped in a national mindset—any great brand must always relate to the global industry in its field.