AFEW Rahul Mishra
AFEW Rahul Mishra is an acronym representing Air, Fire, Earth, Water. The label embodies Rahul Mishra's vision of effortless, easy-to-wear luxury tailored to the modern woman's wardrobe.
Rooted in the language of the award-winning couturier, AFEW harmonizes Rahul Mishra’s Indian heritage with a global perspective, focusing their process on the intention to utilise natural elements. Rahul’s creative inclinations towards nature, landscape, art, and culture are emphasized as AFEW Rahul Mishra articulates fashion that is contemporary yet timeless.
The collection’s visuals explore painterly renditions of Himalayan landscapes imagined under a vibrant sky with simplified print motifs. Effortlessly woven together in a single story through youthful silhouettes, the collection transitions seamlessly from brunch to elegant eveningwear.
Curated by renowned stylist Jenke Tailly, this collection features an exquisite lineup of women’s clothing, complemented by a selection of jewellery, bags, and shoes. The jewellery is crafted from sterling silver and recycled brass, while the bags are handcrafted in Manipur with ‘kauna grass’ weaves and embellished with hand-embroidered motifs. The shoes also feature embroidered motifs developed at the AFEW Rahul Mishra atelier.
Rahul Mishra, the first Indian designer to showcase at the Paris Haute Couture Week champions slow fashion with traditional Indian crafts. His eponymous label with two flagship stores in India and a thriving national and international distribution channel finds its genesis in the ideas of sustainability that present fashion as a tool to create participation and empower the local craft community of India.
The brand’s purpose defines the process. The achingly slowed down process of hand-weaving and hand embroidery allows to build sustainable livelihoods for more than 1000 artisans. Fashion critic and former International Fashion Editor of Vogue, Suzy Menkes, an avid follower of the brand's work, regards Rahul as a “national treasure” while the late Franca Sozzani has praised him as “successfully highlighting the best and most peculiar features of his homeland.”
The design house that works on the philosophy of the 3 E’s - Environment, Employment, and Empowerment, aims to look at luxury from the lens of participation and not just consumption.