Dubai: Asheema Razak, founder of ASHAALIA, discusses her journey in luxury fashion that fuses cultural heritage with sustainability. Her brand, known for heirloom-quality garments, focuses on timeless pieces and the concept of generational wear, reflecting a shift towards mindful consumption in the fashion industry.
Asheema Razak, the Founder and Creative Director of ASHAALIA, has embarked on a journey that intertwines luxury fashion with cultural heritage and sustainability. Speaking to Muse Arabia, Razak introduced herself as a designer whose creations are deeply influenced by her ancestral roots from India, Pakistan, and Punjab. Her luxury fashion brand, ASHAALIA, is a synthesis of traditional craftsmanship and contemporary designs, aiming to produce garments that are both timeless and culturally resonant.
The inception of ASHAALIA in 2016 was marked by a keen observation of a market void for heirloom-quality, intricately beaded garments. In the face of significant challenges such as launching during the pandemic and navigating an economic recession, Razak shifted from a career in pharmaceutical marketing to founding an online luxury brand. To address these hurdles, she emphasised sustainability and the concept of generational wear in her designs, thereby fostering a strong online identity that accentuates quality and craftsmanship.
Originally established in Melbourne, Australia, ASHAALIA has since established a firm presence in Dubai. Renowned for its distinctive hand-beaded blazers, the brand combines Eastern craftsmanship with European elegance. Razak shared that ASHAALIA’s philosophy revolves around “generational wear,” producing seasonless, high-quality pieces meant to be cherished and passed down through generations. The brand is also dedicated to inclusivity, offering a modest fashion line that harmonises sophistication with modern sensibilities.
ASHAALIA targets a clientele that values luxury, craftsmanship, and sustainable fashion. This audience often seeks unique fashion pieces that continue telling cultural stories, embodying elegance, and resonating with individuality. Razak is keen to connect with individuals who regard fashion as a meaningful investment rather than a fleeting trend.
In discussing her design inspirations, Razak highlighted a variety of influences, from personal narratives to cultural elements. Each collection tells a story, such as the celestial themes woven into the Sitara Collection and the symbolism of resilience in the Nargis Collection. Furthermore, she notes that her daughter, Aalia, serves as a creative muse and an essential part of the design process, reinforcing the intergenerational connection that the brand embodies.
Regarding global fashion trends, Razak adopts a pragmatic stance. She incorporates timeless pieces while remaining cognisant of trends, steering clear of fast fashion. “I believe this is a smarter way to keep a wardrobe both relevant and sustainable,” she explained. Maintaining a focus on “forever pieces” aligns with the principles of the slow fashion movement, promoting a wardrobe that is both functional and enduring.
Razak offers client guidance, encouraging them to select clothing that aligns with their personal style, body type, and lifestyle. She emphasises the significance of comfort in fashion, noting that garments should not only appear beautiful but also feel right for the wearer. This tailored approach helps clients build wardrobes that are versatile and harmonious with existing pieces.
Looking to the future, Razak envisions continuing to refine ASHAALIA’s offerings while engaging in a broader dialogue about mindful consumption within the fashion industry. Her aspiration is to contribute to a shift towards valuing quality over fleeting aesthetics, enabling consumers to invest in pieces that evolve with their lifestyles. Emphasising the need for the fashion sector to evolve rather than reinvent itself, she advocates for a sustainable approach that champions enduring garments.
With a focus on storytelling, sustainability, and cultural expression, ASHAALIA under the guidance of Asheema Razak is positioned to make a significant impact in the luxury fashion space, emphasising the importance of mindful choices in style.
Source: Noah Wire Services
