A Journey of Vision and Craft
Mohammed Ashi didn’t just follow the traditional couture path, he reshaped it with quiet force. Born in Saudi Arabia, he honed his craft at Esmod Paris, then gained early experience with fashion powerhouses Givenchy and Elie Saab. But in 2007, he stepped out on his own terms, founding Ashi Studio in Saudi Arabia. A bold move at a time when the region’s fashion scene was still in its infancy.
By 2018, he had relocated to Paris and began building what would become a globally respected couture house, one worn by royalty, icons, and red-carpet legends. Then, in 2023, the milestone: Mohammed Ashi became the first Gulf designer to join the official Paris Haute Couture calendar, a historic achievement for both his brand and the region.
This appointment is the highlight of my career … couture has and continues to lay bare my inner energy, so that I may give the best of myself to serve its high art.
—Mohammed Ashi, speaking to Grazia Magazine.
Early Champions & Global Credibility
Before the Paris couture spotlights, Ashi’s vision had already caught the eye of fashion royalty. In 2013, Franca Sozzani of Vogue Italia recognized his talent and invited him to participate in the Vogue Talents initiative. The moment didn’t define his path, but it accelerated his global ascent. It helped frame Ashi Studio not just as a promising label, but as a serious couture house with a voice of its own.
A glimpse into Mohammed Ashi’s signature style.
Signature Aesthetic
Ashi Studio is built on tension and poetry. Dramatic volume in monochrome, textural complexity, and silhouettes that feel almost architectural. There’s intention in every detail: folds shaped like perfume vials, plissé as light as air, silhouettes that challenge symmetry and tradition.
His Fall/Winter 2024 “Sculpted Clouds” collection channeled Japanese calligraphy and emotional clarity, proving that couture can speak through structure and stillness.
Runway looks from “Sculpted Clouds,” Ashi Studio’s Fall/Winter 2024 collection defined by softness, structure, and sculptural elegance.
Making History at Paris Haute Couture Week
In July 2023, Ashi debuted “The Essence” at Paris Couture Week, the first Middle Eastern designer included on the official calendar. Inspired by the novel Perfume, the show fused dark romance, architectural sleeves, sheer “naked dresses,” and raw-edge trains. A moment that reintroduced Arab couture to the global stage with poetry and power.
Celebrity Impact & Cultural Capital
Mohammed Ashi’s couture has been worn by some of the most iconic women on the global stage. From Queen Rania of Jordan’s diplomatic appearances to Beyoncé’s high-profile performances, his designs have become symbols of elegance and strength. Stars like Zendaya, Lady Gaga, Cardi B, and Deepika Padukone have turned to Ashi Studio for red carpet moments that command attention without theatrics. Even fashion’s quiet icons, Penélope Cruz and Gigi Hadid, have embraced his sculptural minimalism.
Wings of Luxury: Riyadh Air Uniforms
In June 2024, Mohammed Ashi was tapped to design the inaugural uniforms for Riyadh Air, Saudi Arabia’s new national carrier. The looks made headlines for good reason: rich amethyst tones, sculptural tailoring, and elevated fabrics that fused luxury with functionality. The designs included three distinct ensembles. From trench coats to modest headwear, reflecting both Saudi heritage and modern aviation aesthetics. For Ashi, it wasn’t just about outfitting a crew. It was about introducing Saudi couture to the skies.
Mohammed Ashi brings couture to the skies with Riyadh Air’s first-ever uniforms.
Prestige, Recognition & Vision 2030 Alignment
Ashi’s ascent is quietly monumental:
- Forbes Middle East Fashion Innovator (2024)
Recognized as one of the Middle East’s top fashion innovators, Ashi was featured by Forbes for his visionary design and cultural impact - First Gulf designer on the official Paris Haute Couture calendar (July 2023)
Mohammed Ashi broke new ground at Paris Couture Week, becoming the first designer from the Gulf region officially invited by the Fédération de la Haute Couture et de la Mode - Guest member of FHCM (2023)
He became a guest member of the FHCM, cementing his brand’s place among the elite houses shaping couture worldwide
“His creative force has made an invaluable contribution to Saudi’s fashion zeitgeist as the country undergoes a cultural transformation” —Burak Cakmak, CEO of the Saudi Fashion Commission, speaking to The Business of Fashion (2023)
Expansion with Purpose
Ashi Studio is setting up shop. Not just in showrooms, but in strategic cities. After launching a flagship boutique in Riyadh in late 2023, the brand expanded with studios in Paris, Dubai, and Lugano, reinvesting profits to maintain sustainable growth and strengthen its craftsmanship foundation. As he told AE World, his goal is a couture brand with "a broader vision, not just commercially driven".
Ashi Studio’s flagship boutique in Riyadh’s elite Via Riyadh district—an immersive space reflecting the brand’s sculptural elegance and Saudi roots.
What This Means for Creatives
Mohammed Ashi’s path proves that lasting creative impact comes from clarity, patience, and cultural depth. For designers building their voice today, his journey offers a few key takeaways:
- Start where you are: Ashi built a global couture house without leaving his cultural roots. Let your environment shape your perspective, then scale with intention.
- Design with duality: His pieces balance structure and softness, tradition and modernity. Let your work hold contrast. It’s what gives it dimension.
- Lead with purpose, not just polish: Every Ashi silhouette is crafted to carry meaning. Focus on design that’s not just beautiful, but emotionally resonant and built to last.
For designers and creatives watching closely, Ashi’s path proves that slow-made confidence. Marrying heritage, function, and artistry translates across borders without compromise.
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