Fashion brand Ashaalia is a fusion of heritage, sustainability across generations, and intentional design

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.

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