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 [pictured below left].
“For me, each creation is a fusion of heritage, sustainability across generations, and intentional design. A maker is someone who creates with both hands and heart — grounded in process, not just product.”
FROM IDEA TO REALITY
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.
“The concept behind Ashaalia began much earlier — in 2016. At that time, the vision for the label started taking shape,” says Asheema. “I had a desire to merge cultural heritage with timeless fashion.
“However, it wasn’t until 2021 — when I made the pivotal decision to leave my corporate career — that I fully committed to bringing the brand to life. That was the moment I truly stepped into the world of fashion creation, immersing myself in the process and laying the foundation for what Ashaalia is today.”
“Ashaalia officially launched online in 2023, following a year of dedicated development throughout 2022. From the start, we adopted a digital-first approach to connect with a global audience and lay the foundation for a brand entrenched in craftsmanship, culture, and timeless design.”
Despite its newness, Ashaalia began with an incredible opportunity — to present a capsule collection at Paris Fashion Week 2023.
“This moment was more than just a debut; it was a powerful statement of intent, introducing our vision of heirloom fashion on one of the world’s most influential fashion stages. The launch strategy was purposefully intimate and intentional, focused on quality, meaningful storytelling, and creating a lasting first impression within the global fashion community.”
According to Asheema, she had an entirely different career before launching her brand: “My background isn’t in fashion — it’s in pharmaceutical sales and marketing.
“But throughout my career, I’ve always been deeply drawn to the world of fashion. As a marketer, I developed a strong understanding of how to identify market needs and build brands with impact.
“I recognised a gap in the market for culturally ingrained, luxurious, and timeless pieces that celebrate heritage without compromising on modern elegance.
“Ashaalia is an extension of both my passion for fashion and my entrepreneurial mindset. It’s where, for me personally, my creative side meets my business strategic side — a brand born not just from a love for beautiful design, but from a clear vision and purpose.
“I may not have come from the traditional fashion world, but I believe that’s part of what makes Ashaalia stand out.”
DEEPLY PERSONAL INSPIRATION
The brand’s name is a combination of the founder’s name — Ash — and Aalia, her daughter’s middle name. “The name represents more than just a label; it symbolises a legacy,” says Asheema.
“Ashaalia stands for generational strength, elegance, and heritage — the idea of passing down not only beautifully made garments but also cultural stories, values, and craftsmanship to the next generation.
“The meaning behind the name reflects the essence of the brand: timeless, intentional, and rooted in love and legacy.”
The central concept of heritage and timelessness is the basis of Asheema’s inspiration for Ashaalia.
“My main inspiration comes from the idea of timeless design — pieces that are well-made, thoughtfully constructed, and rooted in quality rather than trends. I’m deeply drawn to garments that reflect careful craftsmanship and fabric selection, regardless of the designer.
“These days, I find myself appreciating the design process more than ever — scrutinising high-end fashion not just for its aesthetics but to see whether the quality truly justifies the price.
“I’ve always had a love for fashion. Growing up in the late ’80s and ’90s, I was surrounded by bold silhouettes and power dressing — a time when fashion made unapologetic statements. Designers like Karl Lagerfeld for Chanel, Versace, Jean Paul Gaultier, and Tom Ford for Gucci left a lasting impression on me.
“They weren’t afraid to push boundaries, to combine glamour with edge, and to use fashion as a form of expression and empowerment. That sense of confidence and drama, especially from the ’90s, still resonates deeply with me and influences the spirit of Ashaalia today,” explains Asheema.
Asheema also emphasises the importance of “storytelling through craftsmanship” with traditional beading being “at the heart of the brand’s DNA”.
“Our mission is to showcase the artistry of traditional Indian hand-beading in a modern, wearable way, celebrating heritage while creating something contemporary and timeless,” Asheema explains.
“Each piece is designed to do more than just adorn the body — it is meant to spark joy, instill confidence, and create lasting memories. We approach our collections with the intention of honouring culture and craftsmanship while making fashion that is expressive, emotional, and unforgettable. Every bead, every detail, tells a story.
“Ashaalia’s aesthetic is elegant, expressive, and recognisable. The look is refined yet statement-making: strong lines, luxurious fabrics, and detailed embellishment that tells a story.
“Our pieces are designed to feel empowering, feminine, and deeply personal — made to be worn with pride, passed down, and remembered.”
SUSTAINABLE ELEGANCE
“At Ashaalia, sustainability and ethical responsibility are core to our brand values. We believe in slow fashion — creating intentional, limited collections that prioritise quality over quantity,” says Asheema.
“Our pieces are designed to be timeless and long-lasting, encouraging conscious consumption and reducing waste across generations. To us, true sustainability isn’t just about fabric or production — it’s about longevity.
“Will this piece live in your wardrobe for years to come? Will it be worn, loved, and eventually passed down to the next generation? That’s the heart of sustainable fashion.”
According to Asheema, at Ashaalia the garments are designed to be “seamlessly integrated into your existing wardrobe”.
“Each 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. Our garments are not just about individual seasons, but about building a wardrobe of timeless, classic pieces that remain relevant and stylish year after year.”
Asheema says that she works very closely with the skilled beaders and craftspeople in India that create the Ashaalia garments “to preserve age-old techniques and ensure fair working conditions”.
“Each garment is created with ethically sourced materials, and our production model is mindful, not mass manufactured,” Asheema explains.
This dedication to slow production and sustainability is intrinsic to the brand’s long term goals, says Asheema: “Ashaalia was always envisioned as more than just a fashion label—it’s a legacy brand in the making.”
“In the long term, I want Ashaalia to become a globally recognised name for heirloom-quality fashion that blends traditional craftsmanship with modern elegance. I see the brand expanding its reach internationally, not just through retail but also through cultural collaborations, artisan partnerships, and storytelling experiences that deepen our connection to heritage.
“I also hope to grow our artisan network, supporting more craftspeople and contributing to the preservation of fading techniques. Ultimately, my goal is to build a brand that people treasure — not just for the garments, but for what they stand for: intentionality, artistry, and generational impact.”
To shop Ashaalia, go to ashaalia.com, and you can follow the brand at @ash.aalia
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