Asheema Razak on Timeless Style, Cultural Craftsmanship, and the Power of Generational Wear
In an industry defined by fleeting trends, Asheema Razak, Founder and Creative Director of ASHAALIA, is designing with forever in mind. Rooted in the intricate artistry of her Indian, Pakistani, and Punjabi heritage, and inspired by her mother’s handcrafted sarees, Asheema is redefining luxury through “generational wear”: heirloom-quality garments designed to empower women across time, borders, and generations.
From Melbourne to Dubai, her label ASHAALIA has quickly carved a niche with its signature hand-beaded jackets, European elegance, and sustainable ethos. In this exclusive interview with Shereen Shabnam, Asheema shares her philosophy on timeless fashion, the fusion of East and West, and why wearing ASHAALIA is like wearing art with a purpose.
ASHAALIA is built around the concept of “generational wear.” What does timeless style mean to you, and how do you ensure your designs stand the test of time?
Timeless style, to me, is about creating garments that transcend passing trends and remain relevant across generations. At ASHAALIA, we design with longevity in mind, ensuring that each piece is not just beautiful but also versatile and durable. Our intricate beading techniques, inspired by Indian craftsmanship, combined with modern silhouettes, ensure that our garments maintain their elegance over time. Each ASHAALIA piece is meant to be treasured and passed down, accumulating memories rather than being discarded.
Your designs blend Eastern craftsmanship with European elegance. How do you strike the perfect balance between heritage and contemporary fashion?
ASHAALIA is built on the philosophy of merging the rich traditions of Indian craftsmanship with the refined aesthetics of European fashion. By incorporating karigari—India’s intricate hand-beading techniques—into contemporary Western silhouettes, we create pieces that feel both rooted in history and relevant in modern wardrobes. The fusion allows for an elegant yet wearable approach, ensuring that our garments celebrate cultural heritage while appealing to a global audience.
In today’s fast-paced fashion industry, trends come and go quickly. What core design principles do you follow to create pieces that remain relevant across seasons?
At ASHAALIA, we focus on craftsmanship, versatility, and storytelling. Every design is created with attention to detail, ensuring quality that lasts. We also design pieces that can be styled in multiple ways, seamlessly integrating with different wardrobes. A well-crafted blazer, for instance, can be paired with jeans for a casual look or worn over an evening dress for a formal event. This adaptability ensures that our designs remain relevant and wearable regardless of seasonal trends.
Many of your garments are hand-beaded and meticulously crafted. How does this level of artistry and detail enhance their longevity and appeal?
Hand-beading is not just an embellishment—it is an art form that carries history, tradition, and meaning. At ASHAALIA, we work with skilled artisans who use traditional techniques passed down through generations, ensuring that each piece is unique and meticulously crafted. Unlike mass-produced fashion, our hand-beaded garments are designed to last, with each stone and thread placed purposefully to enhance durability and aesthetic appeal. This level of craftsmanship ensures that our garments remain timeless investments rather than disposable fashion pieces.
Sustainability is a key part of your brand’s philosophy. How do you integrate eco-conscious practices into ASHAALIA’s designs while maintaining their luxury essence?
Sustainability is deeply ingrained in our philosophy of “generational wear.” Instead of mass-producing garments, we focus on small production runs to reduce waste and ensure exclusivity. Our designs emphasize durability, allowing customers to wear and cherish them for years. We also support artisanal craftsmanship, preserving traditional techniques rather than relying on fast-fashion manufacturing processes. By creating high-quality, versatile garments that don’t need frequent replacement, ASHAALIA contributes to a more sustainable approach to luxury fashion.
- If you could define ASHAALIA’s aesthetic in three words, what would they be, and why?
- Magnetic – My designs exude an irresistible energy that captivates and draws people in.
- Bold – ASHAALIA is unapologetically confident and eye-catching, empowering its wearer.
- Unstoppable – Our wearers feel empowered, ready to take on the world.
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