We recently connected with Ashraf Valliani and have shared our conversation below.

Ashraf , appreciate you joining us today. Risk taking is something we’re really interested in and we’d love to hear the story of a risk you’ve taken.

I always believed in the Alchemist moment of universe conspiring for you to achieve something that you are absolutely passionate about. Growing up, I was always intrigued by a well crafted, well fitted garment on women who had the entire world in front of them to conquer. It was the body language, the power that outfit gave to the individual that I could sense. One of the most important inspirations for my brand came when I took my first trip to the Northern Valleys of Pakistan when I was 10 years old. I vividly remember the women of the valleys adorned in their colorful and beautifully handcrafted outfits while maneuvering a challenging and difficult lifestyle with the most glorious smile . Their life was clearly difficult and challenging but the outfits were still on point- there was something voguish about it all.  Exquisite yet powerful. It was then that I understood the power of an artistically crafted garment and that’s when I decided to come up with my own brand.

I’m talking about this thought around 2 decades ago, a world without the power of social media and my idea to create everything handmade, a huge risk taking endeavor- the challenges of finding labor who were masters in their craft, the way to get the artisans the fabrics and materials when I live on the other side of the world, yet the drive to make this all happen.

It was then that I felt the energy of the universe kicking in- putting l the pieces together I started with my capsule collection 18 years ago presenting it to an audience that were used to buying outfits that were either mad produced or they only bought these “cultural garments” for special occasions!

I was presenting a fusion line- for the woman who wanted to stay connected to her roots while presenting a modern persona to the western world that she was thriving in. It was a blend of two worlds showcased by garments that had fluidity, versatility and impact,

The idea of “Heritage” is synonymous to a well-crafted modern fusion line of clothing that resonates with all who want to wear different- The rich heirloom embroideries mixed in with the contemporary cuts and style, the design philosophy is anchored in the values of cutting edge design techniques, superb quality clothing and freedom of creative expression.

I was bringing a relatively different concept to the market- a slow, sustainable route versus a quick mass produced one. We are all unique individuals and I wanted the clothes to showcase that. The risk was in market response, in the costs associated with choosing this path and the acceptance level from the audience- looking back at it, I would absolutely do exactly what I did and choose the harder way! The journey has been incredibly fulfilling!

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I’m A south Asian fashion designer, based out of Virginia, started designing at the age of 10 for friends and family back home. I loved drawing and sketching motifs and then crafting them with hand on garments for my self and my dolls who would match everything that I was wearing- from a simple playful concept to translating this into a business when I moved to USA was a calling that I answered- I always felt a need of clothing choices that were different, more detailed and represented a deeper meaning. Moving from mass produced options that were made in various colors and sizes, I wanted to present something creative and unique. It may seem as a very simple idea but it entailed a mammoth level of effort! It required my designs here to be translated and produced into garments in Pakistan that I could showcase here on runways and photo shoots for the markets to respond. The process is cumbersome and slow but the meaning of it all is deep and beautiful.

I design garments for Women, men and kids, introduced an accessory line recently using the left over materials from clothes and the most prominent milestone was my runway show for NYFW last year-

This was it! My moment to be able to share my story with the world through art and embracing it all, this moment was more than a validation, it was truly a dream come true.
I vividly remember the day when my acceptance for the show came- I was not only humbled and grateful, I had a mission to accomplish- I had a representation to do of all the hardwork that my artisans had put in struggling through the most devastating floods in Pakistan and they still delivered. This collection was a tribute to them and it was a victory for all women entrepreneurs making it big and leaving a mark!

I always collaborated with huge brand names as Porsche to showcase powerful androgynous line representing well crafted garments against high speed cars to appeal to the audience with the love of luxury and lifestyle.

At Heritage, I always design one of each garment and accessory, that’s where the challenge comes in. It’s the thought process and the time and effort which takes longer, the price point is different but we are creating handmade versatile pieces that will take you through years. You as the buyer are getting exclusive garments and accessories that will stay unique to you giving you a wide avenue to dress them up. It’s never a one time thing- it’s a long term association with Art.

Let’s talk about resilience next – do you have a story you can share with us?

The favorite one would be when I was in the talks with NYFW to showcase my collection- there is a south Asian NYFW show that goes on at the same time and the team wanted me to showcase there since that was predominantly for south Asians. I, on the other hand wanted NYFW to consider me as a candidate designer and choose me to showcase my collection. They were worried that the clothes may get termed as “cultural” and May not resonate with the audience. They may be too colorful for the runway or too detailed for what the audience is used to seeing.

After much back and forth, I was able to convince them- told them to trust me and told them that there is nothing such as too much color. Told them to introduce these and you won’t regret it!

This is what the response was after the show:

“What you showed and what I saw was pure glamor”- audience (show)

“After waiting for so long to see some drama on the runway, there it was! From jewels to accessories to the fabulous quintessential clothing that strutted through, it left us all mesmerized” – fashion mag USA

“It was a dream wearing that piece of art for you! My imagination already styled and adapted to the street of NY in these beautiful creation”- Alisa on the runway

“Is that a sari? On NYFW runway? YES! I had always hoped that would happen but this happened big”!

“ I want those pants!!!! I want that choker!”

“ you brought color to the runway! It was refreshing and I was delighted! “

“ NYFW is all about taking risks and chances- what you put forward was a style statement, a representation and I’m thrilled for you!”

The process of convincing led me to see the potential in having these outfits presented on international scale and the fact that there is a market for it! The story of sharing my sketches and still being authentic to my design philosophy while going to NYFW is the story that I want to remember! Being the second south Asian immigrant fashion designer ever felt amazing! The process is never easy but I chose the harder route. Pakistan is unpredictable when it comes to political stability and other climate challenges but we as a team have resilience and grit to keep going- to reach a point when universe helps us to achieve what we desire.

We’d love to hear about how you keep in touch with clients.

One thing that my customers can absolutely vouch for is my commitment to them- I’m not just selling outfits, I’m selling Art and I’m building relationships with my customers! I have audiences who became my friends who would come to me for styling help, to share their experience when they wore heritage or just drop by for a cup of tea to check out some pieces while they are driving by! Being flexible, giving them their individual time and attention and helping them through styling and other details along with selling the outfit connects me to them at a far deeper level- my customers have brought their families and kids to shop at my studio, they tend to bring their families from out of town and they never hesitate to share a bad experience ( if they have any ever) with the garment and I’m always there to help them through it. It’s never just about a sale, it’s the value that I put into the customers that they can see through.

At this digital age, the time and the effort that I’m putting towards heritage and staying authentic is my edge over others and intend to nurture this in years to come.

Contact Info:

• Website: Www.myheritagecollection.com
• Instagram: Www.instagram.com/heritagecollectionbyash
• Facebook: Www.Facebook.com/the.heritage.collection
• Linkedin: https://www.linkedin.com/in/ashraf-valliani-1249118?utm_source=share&utm_campaign=share_via&utm_content=profile&utm_medium=ios_app

Image Credits
Photographer: Nat Wongsaroj Models: Sydney Vickie, megana, Sarah Naz, Sahra Ahmady, Locations: Porsche Tyson’s Roche Bobois NYFW ( flying Solo show)