Our designs are made to be loved for years, not just seasons
Ashita Fernandes is an eponymous Dubai-based luxury brand redefining sustainable fashion with timeless elegance and a conscious ethos. Rooted in eco-responsibility and refined craftsmanship, the label transforms ethically sourced linen into minimalist, couture-inspired silhouettes. Blending beauty with purpose, Ashita Fernandes is where style meets sustainability. In a conversation with Fibre2Fashion, Founder and Designer Ashita Fernandes shares her journey, creative inspirations, and how her brand is championing slow fashion in a fast-paced world.
How is the demand for sustainable and ethical fashion evolving globally, and what role do independent designers play in shaping this movement?
There is a shift happening—people are beginning to ask, “Who made my clothes?”, “What’s the story behind them?” Independent designers play a vital role in this movement because we create with heart and purpose. We have the ability to shape narratives and make sustainability feel personal, rather than just a trend.
What inspired you to start your eponymous brand, and how does it reflect your personal journey in fashion?
Fashion, for me, has always been about emotions—it is a way of expressing who we are without saying a word. I started Ashita Fernandes with a dream to create clothing that feels as beautiful as it looks, blending effortless luxury with comfort. My journey has always been about embracing simplicity with soul, and my brand is an extension of that—pieces that feel like a warm embrace, timeless yet deeply personal.
Your collections, like ‘Ruh-e-Zameen’ and the ‘White Collection’, have poetic names. How do you draw inspiration for your designs and their narratives?
Each collection is a love letter—to nature, to emotions, to the beauty in the everyday. Ruh-e-Zameen (Soul of the Earth) was born from my deep connection with nature—its grounding energy, its quiet strength. The White Collection is a celebration of purity and versatility, of fresh beginnings and serene elegance. Every piece has a story, and I let those stories guide the design process.
Your garments have a distinct aesthetic—minimal yet expressive. How do you balance contemporary trends with timeless designs?
I believe that fashion should feel effortless. I focus on silhouettes that move with you, colours that soothe, and details that whisper rather than shout. Trends come and go, but style is personal. I always ask—will this piece still feel special years from now? If the answer is yes, it is worth creating.
With digital transformation and AI influencing the fashion industry, how do you see technology reshaping design, production, and consumer engagement?
Technology is a powerful tool—it can make fashion more accessible, more innovative, and more personal. Digital platforms allow us to connect meaningfully with people, while AI can help optimise sustainable production. But at its core, fashion is still about human touch and artistry. It is about finding the right balance between innovation and soul.
Sustainability is a core theme in your brand. Could you share the key sustainable practices you implement in your production process?
Sustainability, for me, is about thoughtfulness. From choosing natural, breathable fabrics like linen to producing in small batches to reduce waste, we make conscious choices at every step. Our designs are made to be loved for years, not just seasons. It is not just about being sustainable—it is about creating with love, respect, and a deep sense of responsibility.
Your collection features structured and flowy silhouettes, from Malhar Trousers to Noor Jumpsuit. How do you approach fabric selection to achieve these varied textures?
Fabric is everything—it tells its own story. I spend so much time feeling different textures, understanding how they move, how they breathe. Linen, in particular, is magical. It can be crisp and structured or soft and fluid, and that balance is what makes our silhouettes so unique. I let the fabric guide me, shaping the design around its natural beauty.
What are the biggest challenges fashion brands face in adopting truly circular fashion practices, and how can they overcome them?
The biggest challenge is designing for longevity in a world built on constant newness. True circular fashion requires a mindset shift—from both brands and consumers. It is about creating pieces that can be worn, repurposed, and cherished rather than discarded. The more we embrace that philosophy, the closer we get to true sustainability.
What challenges did you face when establishing a brand that prioritises slow fashion in a market driven by fast fashion?
Patience. Slow fashion takes time, and in a world that moves so fast, it can be challenging to make people understand the beauty of waiting for something truly special. But I have learned that when you create from the heart, the right people will find you. Those who value quality, craftsmanship, and intention—they are the ones who make this journey so magical and rewarding.
Many fashion brands are now focusing on inclusivity. How does Ashita Fernandes cater to diverse body types and fashion preferences?
Fashion should feel like home—comfortable, welcoming, made for you. Our silhouettes are designed to be universally flattering, celebrating different body types with ease and elegance. We also offer customisation because I believe every person deserves to have clothing that makes them feel truly seen.
How do changing consumer behaviours, especially among Gen Z and Millennials, impact the way brands approach transparency and sustainability in their supply chains?
Gen Z and Millennials are leading the charge in conscious consumption. They want to know the story behind what they wear—they care about ethics, sustainability, and authenticity. At Ashita Fernandes, we welcome these questions because we believe fashion should be rooted in trust and connection.
How do you envision the future of sustainable and ethical fashion in India, and where does your brand fit into this evolving landscape?
India has such a rich heritage of craftsmanship and conscious living—it is in our roots. I see a future where slow fashion becomes the norm, where people cherish the artistry behind each piece. Ashita Fernandes is my way of contributing to that future, creating mindful luxury that blends heritage with modernity.
What are your thoughts on collaborations in the fashion industry? Would you consider partnering with artisans or other brands in the future?
Absolutely! Collaboration is where magic happens. There is so much beauty in bringing different creative visions together, whether it is working with artisans to revive traditional crafts or joining hands with other designers to create something unexpected. It is something I would love to explore more.
With growing concerns around greenwashing, how can fashion brands authentically communicate their sustainability efforts and build consumer trust?
By being honest. Sustainability is not about perfection—it is about progress. Instead of making vague claims, brands need to show real action. Where are your fabrics sourced? Who makes your clothes? What steps are you taking to do better? When you share the journey openly, people connect with it. Trust is built through transparency, and at Ashita Fernandes, that is something we hold close to our heart.
What’s next for Ashita Fernandes? Are there any upcoming collections or initiatives you would like to share?
So much! We are working on expanding our fabric range beyond linen while staying true to our commitment to quality and craftsmanship. There is also a new collection in the works that explores movement and texture in exciting ways. And, of course, we are always looking for ways to be even more mindful in our processes.
