We at asa, India’s first luxury clean beauty brand with products that are more than 92% natural, vegan, refillable and sustainable had the privilege to collaborate as a beauty partner with renowned Couture designer, Rahul Mishra, for his Couture Fall 2021/2022 collection- ‘The Shape of Air’ at Paris Haute Couture Week.
With a vision to create a world of conscious consumerism and lead the well-informed global Indian woman to choose a purposeful life, we are moving in the right direction of ‘Clean Awakening’. We are not just careful about the ingredients that go into our products, but also focus on how our products are formulated, packaged, shipped and eventually how they can be absorbed back into the environment which circles back to the thought process and ideology imbibed by fashion designer, Rahul Mishra.
The collection showcased by Rahul Mishra renders artistic expression in couture. A recollection of the overall experience, of how a physical space is perceived by the eyes and felt by a soul. Five elements, all containing, form a physical space when combined together in the right proportions - earth, water, fire, air and space. The city of Santorini, Greece is used as inspiration. Intricate details are rendered in hand embroidery-hand cut and individually tacked on the brightly hued, ombre surfaces. Pinched, gathered and sheered lengths of tulle representing air and water in their different interpretations gives volume and movement to the otherwise sculptural silhouettes. Some of the other applications include dramatic draping of sheer fabric, to create a fluid bubble around the garments.
Nude, dewy and a flush of colour was designed using our range along with some products, all inspired by Rahul's collection. The products used include shades of our pressed Powder Foundations, Easy-Blend Concealers, Finishing Powder, Cream Correctors and Luminising Powder. For the lips, the range consisted of Hydra Matte Lipsticks, Crème Lipsticks, Lip & Cheek Tint and the Everyday Mascara for the eyes. Paying homage to Rahul Mishra's inspiring collection, we, at, asa beauty extended our offerings with our soon to be launching eyeliner and lip balm range along with some extension shades of our top-selling Easy-Blend Concealers, a Powder Foundation and the Cult-favourite Lip & Cheek Tints.
Here’s what our co-founder’s has to say about the collaboration:
Our Founder, Asha Jindal Khaitan said, "We completely resonate with Rahul Mishra's commitment to creating a brand that is conscious about its impact on its ecosystem. Rahul's nature-inspired work showcasing Indian artisans wins our heart as the asa range is more than 92% Natural and also exclusively created for the global Indian. To have joined hands for this digital show with Rahul and give a little sneak-peak of our upcoming products is a matter of pride for us at asa. The amalgamation of two different industries, merging into one, for a cause they believe in, is beautiful"
Further adding to the discussion, our Co-Founder Sukriti Jindal-Khaitan said, "We are thrilled to be joining hands with Haute Couture designer Rahul Mishra, and walk the path of Conscious Consumerism together. Proudly Indian, asa prides itself on being India's first Luxury Clean beauty brand founded on the three pillars of Purposeful Beauty, Purposeful Living, and Purposeful luxury. Our core philosophy of Clean Awakening resonates with Rahul's mission to create Sustainable solutions that are not only carefully crafted but also create a movement of conscious actions"
Some special words from the man of the moment himself, Rahul Mishra:
It is a pleasure for us, at Rahul Mishra to have joined hands with asa beauty, for realising our vision through this campaign. Their philosophies of clean, sustainable and environmentally conscious beauty resonate with our intentions of cultivating slow and mindful luxury. We find organic synergy with our efforts towards advocating thoughtful consumption and simplistic beauty and are honoured to present a stronger, collective voice emerging from our homeland to our global audience.