Artisanal savoir faire designed in Melbourne, Australia
Our Mission is creating 'Generational Wear'
Designed in Australia for the world to enjoy, ASHAALIA is a bold, empowered haute couture label that represents a new era in generational, slow fashion. Dedicated to the foundations of elegance and sophistication, ASHAALIA handcrafts limited edition, bespoke garments that create a long-lasting, positive impact for the wearer.
'Wearing ASHAALIA is like wearing artwork on your body.'
Our iconic hand-beaded pieces pay homage to timeless fashion styles the world over, ensuring that you have a sustainable, long lasting and treasured relationship with your garment.
The #ASHAALIA Tribe represents a community of thought leaders who want to stand out in the crowd, tell stories with fashion and create a lasting impression with their clothing. 'Dress for the life you want'
Is this you?
Combining haute couture elements from around the globe, Creative Director and Founder of ASHAALIA, Asheema Razak, wanted to create a legacy that was reflective of her unique ancestral lineage from India, Pakistan, and Punjab.
“I wanted to bring the beauty of the East into garments that people could experience, admire and ultimately wear. My favourite memory as a child was watching my mother get dressed for parties. She would have so many colourful sarees and salwar kameez that were all intricately beaded, embroidered bespoke pieces. These are hard to find nowadays. I want to bring that luxe beading and embellishments through modern garments that anyone can wear.”
Combining the elegance and sophistication of Eastern beading with quality modern European apparel, ASHAALIA represents empowerment, confidence and a love for worldly fashion.
We lead with the messaging of Generational on Purpose – give your clothing a new life. Our season less luxe pieces are designed for those who aren’t afraid to be fashion leaders, drawing on your desire for individuality. Wearers of ASHAALIA are part of the new generation of circular fashion economy, ensuring treasured, long-lasting pieces can be passed down for generations to come, hence the term generational wear was born.
At ASHAALIA, we are passionate about giving well-considered, elegant and timeless pieces limitless lives.
The #ashaaliatribe represents a community of thought leaders who want to stand out in the crowd, tell stories with fashion and create a lasting impression with their clothing. It is our mission for each member of our community to have a lifelong adventure with their beloved garment, maintaining the values of quality over quantity.