Reliance Brands Limited (RBL), in collaboration with designer Rahul Mishra, has introduced a new global luxury label, AFEW Rahul Mishra. The inaugural easy-to-wear collection was presented at the Palais de Tokyo in Paris among global retailers, fashion press and celebrities.
“AFEW Rahul Mishra is an acronym representing Air, Fire, Earth, Water, and was jointly envisioned with Michael Nash, a London based design powerhouse. The label embodies Rahul Mishra’s vision of effortless, easy-to-wear luxury tailored to the modern woman’s wardrobe. The label’s logo was established through a yearlong interactive design process with Anthony & Stephanie Nash,” Reliance said in a statement.
With the brand’s Paris launch, a dedicated sales showroom will exclusively serve global retailers from September 28 to October 3, 2023, it said. In the coming months, AFEW Rahul Mishra will be available on AFEW.RahulMishra.in and at Rahul Mishra flagship stores, followed by exclusive AFEW Rahul Mishra stores in key cities.
“As consumption power steadily shifts from west to east, fashion and design sensibilities are following suit. This exhilarating journey with Rahul transcends borders, leveraging the best of Indian design and craftsmanship for the global consumer. AFEW gives voice to Rahul Mishra’s genius of nature-inspired creativity and his desire to be more present in the lives of his customers. The launch during Paris Fashion Week propels the brand onto a global stage, reaching the most discerning global audience looking for functional everyday pieces elevated by a couturier’s touch,” said Darshan Mehta, MD, Reliance Brands Limited.
“With AFEW Rahul Mishra, I am glad to return to creating ‘easy to wear’ fashion after a temporary hiatus from it in my namesake brand in 2020. Our prêt-à-porter line, which was once an anchor for my identity as a designer, led us to the platform of Haute Couture. In AFEW Rahul Mishra, we are thrilled to institute a new global brand from India that is fiercely modern and yet, carries the delicateness of human touch in a way that it is more accessible to the consumer,” said Rahul Mishra.
AFEW Rahul Mishra also intends to continue Rahul Mishra and RBL’s shared philosophy of inclusivity by approaching each design through the lens of employment and encouraging growth for communities of workers and artisans across India.
RBL is a subsidiary of Reliance Retail Ventures Ltd and began operations in 2007. Its current portfolio of brand partnerships comprises Armani Exchange, Bally, Bottega Veneta, Brooks Brothers, Burberry, Canali, Coach, Diesel, Dune, EA7, Emporio Armani, Ermenegildo Zegna, G-Star Raw, Gas, Giorgio Armani, Hamleys, Hugo Boss, Hunkemoller, Iconix, Jimmy Choo, Kate Spade, La Martina, Lenscrafters, Manish Malhotra, Michael Kors, Mothercare, Muji, Paul & Shark, Paul Smith, Pottery Barn, Pottery Barn Kids, Pret A Manger, Raghavendra Rathore, Replay, Salvatore Ferragamo, Satya Paul, Steve Madden, Superdry, Scotch & Soda, Tiffany & Co., Tod’s, Tory Burch, Tumi, Valentino, Versace, Villeroy & Boch, and West Elm. RBL today operates 2,169 doors split into 905 stores and 1,264 shop-in-shops in India.