Rara Shamira and the Art of Everyday Design
Some girls follow trends, some girls just get dressed and Rara Shamira is definitely the latter. As the co-founder of OMO, she’s built a world where clothes feel like an extension of your mood: a little playful, a little off, but always just right. Think effortless, but in that very intentional way—where a worn tee, capris, and Tabis somehow say more than a full look ever could. She’s a ‘97 girlie and is on the search of something greater while quietly evolving what she makes, and letting the process shape her as much as she shapes it.
Can you take us back to the beginning—what was the moment that made you decide to start OMO?
My husband (boyfriend back then) asked me to co-pilot. We may be young and naive but it felt so certain. We felt there was a gap between pieces that felt expressive and pieces that were actually wearable day-to-day.
OMO pieces feel joyful and expressive, but still very wearable. What was the original vision behind starting OMO?
The vision was always to make clothes that feel like an extension of your personality, playful but grounded. It should feel natural, like something you reach for without overthinking but will make you feel just right.
Your designs often feel independent from trends. Do you consciously avoid trends, or does your instinct naturally lead you elsewhere?
I don’t actively avoid trends, but I don’t really follow them either. I think instinct plays a bigger role. I’m more interested in creating something that feels timeless or emotionally relevant rather than momentary.
When designing a new piece, what usually comes first: color, silhouette, fabric, or mood?
Usually mood. Everything starts from a feeling, and then the color and silhouette follow naturally from that.
OMO has such a distinct personality. If the brand were a person, how would you describe her?
She’s quietly confident, a little introspective, but still playful. She doesn’t try too hard, but there’s always something interesting about her. She’s very Capricorn with a strong Libra influence, and a hint of Pisces.
Who is your favorite designer? and why?
Phoebe’s Celine era and Miuccia in the early 2000. Both feel very intentional, Phoebe with her quiet, emotional clarity, and Miuccia with her subtle tension between the “wrong” and the beautiful.
Is there one collection from a brand that you always refer back to or always have pasted on your moodboard?
There are a few, but I tend to revisit collections that feel timeless and atmospheric rather than trend-driven, like pieces that still feel relevant years later.
How would you describe your personal style in three words?
Relaxed, intuitive, understated.
Is there a piece in your wardrobe you keep coming back to, no matter how many new things you get?
A well-worn pair of Capris that just fits perfectly. It’s something I always go back to.
What’s one styling rule you love breaking?
That everything has to be “balanced.” Sometimes I like when things feel slightly off—it makes an outfit more interesting.
When do you feel most like yourself in what you’re wearing?
When I’m comfortable and not overthinking it. Usually in something simple that still has a bit of character.
What’s a small detail in an outfit that instantly makes you feel put together?
Good proportions. Even a simple outfit can feel complete when the proportions are right.
Morning rush! What's your go-to quick outfit formula?
A worn-out graphic tee, my camo capri pants, and my black Tabi ballerina heels. Never go wrong.
What advice would you give to someone trying to develop their own style instead of following trends?
Pay attention to what you naturally gravitate towards and wear repeatedly. Your style is already there, you just have to notice it and trust it.
What keeps you excited about fashion, even when it moves so fast?
The emotional side of it. Fashion is always evolving, but the way it makes people feel is what keeps it interesting.
Which “it-girl” movie character do you look up to the most?
This is hard. But I would always go back to Carrie but softer, less spectacle, more feeling.
What is your sun, moon, and rising sign?
My sun is Libra, moon in Capricorn, and Sagittarius rising. I think it reflects a balance between aesthetics and grounding, with a sense of curiosity in how I approach things.
Where are you hoping to take your shoes next?
Somewhere unfamiliar. I like places that shift your perspective a little.
Who inspired you to be the person you are today?
A good mix of people, friends and family. But mostly, it’s been shaped by my own experiences and the things I’ve felt along the way.
