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ASAGA is a story… of modern design, of desirable silhouettes and of eternal style.
Founded in 2018, ASAGA is an Indian label created for women, by women. Rooted in traditions and inspired by modern aspirations, the label creates beautiful clothes for the cosmopolitan Indian woman who takes pride in her South Asian heritage. Her personal style is not defined by what she possesses, instead she believes in creating an independent sartorial identity – one that is a unique sum of her selective values.
ASAGA is designed to add colour to the everyday life of this Indian woman. The silhouettes are narratives of classic Indian style and modern design sensibilities. The chic kurta, the breezy salwar, the diaphanous dupatta and the festive lehenga – every outfit is a rich combination of incredibly delightful shades, beautiful fabrics and minimal embellishments.
The label seeks inspiration in everyday objects. Be it the delicate architecture of a jharokha in Jaipur or the vibrant canvases stretched over street vendors near Charminar, the arched doorways in the narrowed lanes of Chandni Chowk or a dyed fabric swaying gently to the dry winds of Kutch. ASAGA takes the ordinary and creates something extraordinary and distinctive out of it, which appeals equally to the style curators, seasoned tastemakers and craft connoisseurs. For them, an ASAGA is not just a designer purchase, it is a timeless investment, to be cherished and styled for many seasons to come.