An Exclusive Interview with Asheema Razak, the Founder and Creative Director of ASHAALIA, a luxury fashion brand inspired by my ancestral heritage from India, Pakistan, and Punjab.
How do you introduce yourself to Muse Arabia readers?
I am Asheema Razak, the Founder and Creative Director of ASHAALIA, a luxury fashion brand inspired by my ancestral heritage from India, Pakistan, and Punjab. My designs blend traditional craftsmanship with modern silhouettes to create timeless pieces that celebrate cultural artistry while appealing to a global audience. ASHAALIA reflects my passion for storytelling through traditional hand beading (kari gari), and I take pride in creating garments that honor my heritage and modernity simultaneously.
How did it all begin, and what challenges did you face?
The idea for ASHAALIA first began in 2016 when I noticed a gap in the market for heirloom-quality, intricately beaded garments that could be passed down through generations. I eventually took the plunge and transitioned from a pharmaceutical marketing career during covid to founding an online ready to wear luxury brand. This came with challenges, having launched during the pandemic, looming economic recession and a shift in consumer priorities. To navigate these obstacles, we focused on sustainability through designing pieces that were seen as generational wear, whilst building a strong online presence, emphasizing quality and cultural craftsmanship to connect with our audience through the art of storytelling through our beading.
Tell us more about the ASHAALIA fashion brand..
ASHAALIA initially started in Melbourne, Australia. We are an Australian brand with a global presence, now firmly rooted in Dubai. Renowned for our iconic hand-beaded blazers and luxurious finishes, we draw inspiration from timeless classic designs, seamlessly blending Eastern craftsmanship with European elegance. ASHAALIA was founded by me, Asheema Razak, and embodies the philosophy of generational wear, offering seasonless, high-quality pieces designed to be cherished, restyled, and passed down. Committed to sustainability and inclusivity, the label features exquisite collections, including a modest fashion line that marries sophistication with contemporary sensibilities. Wearing ASHAALIA is akin to adorning wearable art, making a bold and lasting impression.
We see ourselves as more than just fashion, ASHAALIA is a statement of individuality, cultural pride, and sustainable luxury. ASHAALIA is focused on making timeless elegance accessible to more people.
Who are the target audiences for the ASHAALIA brand?
ASHAALIA caters to individuals who appreciate luxury, craftsmanship, and timeless fashion. Our target audience includes those who value cultural storytelling through design, seek sustainable and versatile pieces, and desire garments that blend elegance with individuality. We aim to connect with people who see fashion as a meaningful and lasting investment.
Where do you draw inspiration for your designs?
My designs are deeply inspired by my cultural heritage, personal experiences, and the power of storytelling. From the celestial beauty of the stars in our Sitara Collection to the resilience and grace symbolized by the Narcissus flower in the Nargis Collection, each piece reflects a narrative. My daughter Aalia is also my biggest supporter and often inspires me creatively. She sometimes sketches with me, and her honest feedback on my designs is invaluable. Watching her excitement and enthusiasm motivates me. The name ASHAALIA reflects our connection across generations—ASH(eema) to AALIA. The philosophy of generational wear begins at the very core of our brand, embedded in everything we do. I also draw inspiration from traditional beading techniques and modern aesthetics to create garments that merge past and present.
What is your perspective on global fashion trends? Do you follow them completely, or do you select what aligns with your cultural values?
We take a more pragmatic approach to fashion—blending timeless pieces with a conscious awareness of trends, but without falling into the trap of fast fashion. I believe this is a smarter way to keep a wardrobe both relevant and sustainable. Global fashion trends are often a reflection of cultural shifts, but they’re not always aligned with every individual’s values or aesthetic, especially if those trends prioritize mass production or temporary, disposable styles. By focusing on well-made, classic, flattering silhouettes or ‘forever pieces,’ we aim to create a look that’s both versatile and long-lasting, which is a key part of the slow fashion movement.
What advice do you offer your clients, and how do you help them choose their looks?
Helping clients find their perfect look is a mix of understanding their personal style, body type, lifestyle, and values. My advice is always about creating a wardrobe that not only makes them feel confident but also aligns with who they are and how comfortable they feel in the pieces. Items can look beautiful, but if the wearer isn’t comfortable in them, they won’t reach for them, and they’ll simply stay in the wardrobe or get donated to charity. We aim to help this process through our designs, ensuring that our wearers feel confident in everything from our beautifully tailored jackets to our silk slip dresses. Everything we create is designed to work well with existing wardrobes and can be worn in multiple ways.
How do you see yourself in the distant future?
In the distant future, I see myself continuing to evolve and adapt, just like fashion itself. Ideally, I’d be in a place where I’m not only helping people with their style choices through our designs but also contributing to a broader conversation about mindful consumption in the fashion world. I want to continue creating a curated line of timeless pieces that transcend trends as a way of ensuring that people invest in quality, not just aesthetics. I want to shift the mindset toward evolution over reinvention. As the world changes, we adapt; fashion needs to as well. However, we don’t need to throw things away and start again. We need to evolve, focusing on things that really last.
