Asheema Razak, the founder and creative director of fashion brand Ashaalia draws inspiration from her cultural heritage to create garments that seamlessly blend European silhouettes with traditional Eastern craftsmanship.
“I consider myself a maker because my work goes beyond designing garments — it’s about crafting pieces that hold meaning. I am involved in every stage of the process — from sourcing fabrics that align with my values, to collaborating with manufacturers who hold strong values and support artisanal techniques like traditional hand-beading or embroidery,” explains Asheema.
Asheema launched her label in 2023, “drawing inspiration from [my] rich ancestral heritage from India, Pakistan, and Punjab”. In particular, the beautiful, intricate hand-beading techniques, known as ‘karigari’, are a central focus “resulting in timeless, heirloom-quality garments”.
‘Karigari’ beading is a type of Indian embroidery that is also known as Aari work or Zari work.
Each Ashaalia collection is crafted with versatility in mind, ensuring that new styles can be worn back with previous pieces, breathing new life into your past purchases. Their garments are not just about individual seasons, but about building a wardrobe of timeless, classic pieces that remain relevant and stylish year after year.
Website: ashaalia.com Instagram: @ash.aalia
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