Fashion, for Ashita Fernandes, is poetry in motion, a language of self-expression, a mirror of identity, and a tool of empowerment. The Dubai-based designer has transformed this philosophy into a label that travels effortlessly across borders, appearing at Liverpool Fashion Week in the UK, Fashion Factor in Dubai, and premium pop-ups around the world. Her creations—fluid yet structured, rooted yet modern, sustainable yet luxurious speak to a cosmopolitan audience seeking authenticity and timeless elegance.
A label with global reach
Founded in 2015, Label Ashita Fernandes reflects a deep belief in harmony between style and nature. From reversible silhouettes and versatile layering to timeless tailoring, every piece is designed to adapt to different lifestyles. “Each garment is created taking into consideration ethical practices, luxury that lasts, and the empowerment of women,” Ashita tells Global Indian. Today, her collections are stocked on premium platforms and celebrated in international showcases, making her name synonymous with eco-conscious elegance.
Philosophy of timeless luxury
Ashita’s design ethos is simple: create garments that transcend seasons and trends. She works with premium fabrics like viscose, cupro, linen, linen-cotton, jersey, silk, chiffon, and cotton—each chosen for texture, drape, and emotional resonance. Her global clientele are women who want clothing to feel like an extension of their soul while remaining strong enough to make a statement. “Every piece is designed to empower, to carry meaning, and to last,” she says.
Life and inspiration in Dubai
Since moving to Dubai in 2020, Ashita has drawn inspiration from the city’s blend of tradition and modernity. “It’s a place that pushes you to dream bigger, yet grounds you with its sense of community. The city has truly shaped me as a designer and as a woman,” she explains. Her days flow between design sessions, brand meetings, and quiet moments of reflection, beginning each morning with prayer and a workout.
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Roots that nurtured creativity
Born in Trivandrum into a close-knit family of three, Ashita credits her mother for grounding her values. She attended Canossa Convent School, where the nuns’ love and discipline left a lasting imprint. Childhood was a blend of art and sport. She was a Kho-Kho champion and frequent winner of art competitions. By sixth grade, she already knew she wanted to be a fashion designer, sketching clothes and experimenting with styles.
From Singapore to the world
Ashita refined her craft at Lasalle College of the Arts in Singapore, one of Asia’s most competitive fashion institutes. “Getting in was a challenge, but I loved every bit of it. The fine-arts foundation in my first semester gave me a strong creative base,” she recalls. That early spark, strengthened by education and global exposure, eventually gave birth to her eponymous label.
Showcasing on international stages
From Liverpool Fashion Week to Fashion Factor in Dubai, Ashita’s collections continue to capture global attention. “Each showcase, feature, and collaboration adds to the recognition of the label, but the greatest reward is seeing women around the world wear my designs and make them their own,” she says. For her, every collection is a journey, every garment a story, and every woman who wears it part of her brand’s legacy.
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Daily rituals and creative pursuits
Prayer and fitness, whether running, workouts, or dance keep Ashita grounded and energized. “Dance, for me, is joy and freedom,” she shares. Beyond fashion, she finds inspiration in drawing, sketching, embroidery, applique work, music, travel, and movement—creative pursuits that continually feed into her design narrative.
Staying connected to her roots
Though based in Dubai, Ashita travels to India almost every alternate month. “I love my hometown; it remains a place of deep inspiration. Mumbai is not just where I grew up, it’s where the dream of my brand began,” she says, adding that these visits keep her connected to her origins and remind her why she started this journey.
A borderless vision
“The global fashion scene is more dynamic, inclusive, and borderless than ever,” Ashita observes. Consumers now seek stories, craftsmanship, and values over geography. Her vision is to expand into new markets and cultures while remaining true to the core principles of authenticity, elegance, and timeless design. “The future belongs to labels that balance luxury with responsibility, design with purpose, and beauty with meaning—that is the space I strive to hold with the Ashita Fernandes brand: global yet personal, modern yet timeless,” she signs off.
