Saudi couturier Mohammed Ashi launches loungewear amid pandemic

Saudi couturier Mohammed Ashi launches loungewear amid pandemic
The Saudi designer decided to create loungewear as a response to Covid-19. (instagram/@ashi_studio)
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Updated 12 May 2020
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Saudi couturier Mohammed Ashi launches loungewear amid pandemic

Saudi couturier Mohammed Ashi launches loungewear amid pandemic

DUBAI: Considering many of us are practicing social distancing and staying inside in a bid to curb the spread of the coronavirus, Saudi couturier Mohammed Ashi has taken it upon himself to start designing luxurious loungewear that’s appropriate for both the indoors and outdoors. 

The designer, who launched Ashi Studio in 2007 in Beirut, decided to start creating elevated loungewear – far from the idea of sweatpants and pajamas – as a sartorial response to Covid-19. 

The 50’s-inspired range of loose trousers, long robes and breezy shirts in luxurious materials like cashmere, linen and silk– which will be available for purchase next week via the designer’s brand new e-commerce platform– can transition you from Zoom conference call to relaxing in front of the TV with ease. 



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There is no question that our world has changed dramatically in the past few months, in some ways temporary and in others more permanently. At Ashi Studio, we have adapted and evolved in the ways in which we connect with and serve our clients. Ashi Studio will be launching an e-commerce platform to introduce new lines, starting with loungewear. The unisex collection features textures such as pure silk and cashmere that are comfortable for both indoor and outdoor wear. The new loungewear line features iconic South African model Georgina Grenville @georginagrenville. The nineties’ favorite iconic model has graced countless Vogue covers over the years. It was an honor and a privilege to have her represent the new line by Ashi Studio. Georgina Grenville is seen lounging in the new line by Ashi Studio while at home with her family in Paris, capturing the spirit of what life had been like in quarantine. Proceeds from the loungewear line will be given to charities around the world that are helping families affected by COVID-19. Director of Photography/ Videographer : @cheynetd Styling: @gaultier_comme_jeanpaul Production: @weird_fishes_studio Director/ Photographer: @thibault_theodore_babin Model Agency: @nextmodels Model: @georginagrenville Creative Concept: @ashistudio #AshiStudio

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“There is no question that our world has changed dramatically in the past few months, in some ways temporary and in others more permanently,” wrote the couturier, whose designs are beloved by the likes of Beyonce and Aishwarya Rai, on his Instagram account alongside a black-and-white campaign clip starring South African model Georgina Grenville. 

“At Ashi Studio, we have adapted and evolved in the ways in which we connect with and serve our clients. Ashi Studio will be launching an e-commerce platform to introduce new lines, starting with loungewear,” the Saudi-born designer said. 

What’s more, the proceeds from the unisex loungewear line will be given to charities around the world that are helping families affected by the pandemic. 

Last week, Ashi announced that he will no longer be following the fashion week schedule, and instead release his collections at his own pace and when he feels that they are ready. 

“In light of the sudden wave that has washed over the world, we are all facing changes and challenges. Ashi Studio has decided to change the direction in which it showcases the couture collection, taking on an innovative approach,” said the designer in a statement.