ASHAALIA Unveils Refined Elegance and Artistic Innovation at Abu Dhabi Modest Fashion Week

Abu Dhabi, UAE | April 16, 2025

ASHAALIA made a spectacular mark on the global fashion scene with its highly anticipated runway show at Abu Dhabi Modest Fashion Week on April 15 at 8 PM. Held on the picturesque Saadiyat Island, the show drew in fashion connoisseurs, influencers, media, and industry insiders, all captivated by the brand’s signature blend of intricate beading, sophisticated luxury, and meaningful storytelling.

Based in Dubai and originally from Australia, ASHAALIA presented its latest collection, an exquisite display of hand-beaded ready-to-wear creations that seamlessly bridged classic tailoring with bold, contemporary silhouettes. The collection was lauded for its attention to detail, unique narratives, and elegant expression of modest fashion tailored to the region.

The runway presentation featured three key inspirations woven throughout the collection. “Sitara,” inspired by celestial beauty, brought shimmering beadwork to life under the runway lights, evoking the serenity and mystique of starry nights. “Nargis,” a celebration of new beginnings, included elegant floral motifs and soft, fluid fabrics that resonated with a graceful rebirth of style. “Rehana,” a tribute to timeless glamour, offered structured yet refined silhouettes enriched by intricate embellishments that blended modernity with vintage appeal.

A truly special moment in the show occurred when ASHAALIA founder and Creative Director, Asheema Razak, was joined on the runway by her daughter, Aalia, who wore new ASHAALIA silk separates, tying in the generational piece that symbolizes the connection between their names—ASH(eema) and AALIA. This poignant moment underscored the brand’s core philosophy of generational fashion, creating a meaningful tribute to the next generation of ASHAALIA.

The show was a standout moment at Abu Dhabi Modest Fashion Week, not just for its visual and technical brilliance, but for the powerful message behind ASHAALIA’s philosophy—celebrating individuality, craftsmanship, and sustainable generational fashion. The modest fashion line, in particular, received widespread praise for its luxurious yet inclusive approach, setting a new standard for elegance in the region.

Founder and Creative Director Asheema Razak was present at the event, receiving commendations from media, buyers, and attendees alike. “We’re proud to present pieces that speak to women who want to stand out—boldly yet gracefully,” said Razak. “This collection reflects the spirit of ASHAALIA: wearable art rooted in heritage, emotion, and timeless beauty.”

ASHAALIA’s runway debut at ADMFW 2025 has further solidified its reputation as a rising global fashion label, crafting fashion moments that are as memorable as they are meaningful.