asa, India’s first luxury clean beauty brand with products that are more than 92 percent natural, vegan, refillable and sustainable, has collaborated as a beauty partner with renowned Couture designer, Rahul Mishra, for his Couture Fall 2021/ 2022 collection, ‘The Shape of Air’.
With a vision to create a world of conscious consumerism and lead the well-informed global Indian woman to choose a purposeful life, asa is moving in the right direction of ‘clean awakening’. The brand is not just careful about the ingredients that go into its products, but also focuses on how they 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.
This collection showcased by Rahul Mishra renders artistic expression in couture. A recollection of the overall experience, of how physical space is perceived by the eyes and felt by a soul. Five elements, all containing, form a physical space when combined together in right proportions, earth, water, fire, air, and space. Intricate details rendered in hand embroidery - hand-cut and individually tacked on the bright-hued, ombre surfaces. Pinched, gathered, and sheered lengths of tulle representing air and water in their different interpretations give volume and movement to the otherwise sculptural silhouettes. Some of the other applications include dramatic draping of sheer fabric, so as to create a fluid bubble around the garments.
The products used included shades of 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, asa beauty is extending its offerings with the launch of a new eyeliner range and also some extension shades of the top-selling easy-blend concealers, powder foundation and the cult favourite lip and cheek tints.
Commenting on the association, Asha Jindal Khaitan, Founder, asa, 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 percent 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!”
Sukriti Jindal-Khaitan, Co-Founder, asa, added, “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 in 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.”
Rahul Mishra, the Indian Fashion Designer, commented, “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 honored to present a stronger, collective voice emerging from the homeland to our global audience.”