Heritage Collection by Ashraf Valliani is a US based exclusive design house specializing in South Asian fashion in North America, UK, and Australia with a presence in Pakistan. Founded by Ashraf Valliani almost a decade ago, the label aims to offer contemporary eastern designs catering to the vibrant and culturally rich market of women residing in the west.
The designer enjoys a rich Pakistani heritage and after her migration to the US in 2005, she started designing for a small group of friends from which her circle expanded to include orders from different cities that responded to her philosophy of traditional elements incorporated with trendy silhouettes. Ashraf places high importance on feedback from her valued clients to offer them customized ensembles. She focuses on creating form flattering cuts that compliment all shapes and sizes.
In 2014 the brand created a capsule collection for leading multibrand store LABELS with the stunning Aaminah Sheikh as the face of “Zimra” “Poetry in Threads” translated in Sanskrit. The entire collection presented a strong ethnic mash-up combining glamour and tradition that truly reflects Ashraf's mantra, "Ultra chic & designed for the confident”. Ashraf, while she is designing is inspired by shape, architecture and color. Ashraf's mastery of tailored fits combined with her innate creative abilities, results in an effortless and wearable line that reflects the modern woman strong, sexy, fun, and fearless.
Since inception the brand has also been part of the prestigious DC Fashion Week as an international couture brand for 4 years in a row producing distinct collections on the runway that clearly depicts the style philosophy of a fusion line keeping the cuts modern and sharp appealing to both American and Pakistanis markets. The collections were also showcased at ABC news in their “What to look for in DC Fashion week segment.”
The label also offers an exclusive children' s wear line for girls aged two to twelve years called 'Titliyaan'. Ashraf's upcoming Spring'15 collection is poised to be released soon with the Emmy nominated 'Ainy Jafri' as the brand ambassador for “Emerald Starling” named after a rare species of bird found mostly on the West Coast. The bright colors on the bird are the inspiration for the collection that is vivid and striking.
Heritage creations are available for online orders for worldwide delivery via their Estore
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