on May 07, 2025
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.
“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.”