Reliance Brands Limited (RBL) and the renowned Indian designer Rahul Mishra have officially introduced their highly anticipated global luxury label, AFEW Rahul Mishra. This collaboration was initially announced last year and has now come to fruition. The grand unveiling of the inaugural easy-to-wear collection took place on Wednesday, September 27, 2023, at the prestigious Palais de Tokyo in Paris. The event was attended by a distinguished audience, including global retailers, fashion press, and celebrities, making it a significant moment in the fashion world, as reported by Reliance Brands Limited.
All About AFEW Rahul Mishra:
AFEW Rahul Mishra is an acronym symbolizing Air, Fire, Earth, Water, and it was conceived as a joint effort with Michael Nash, a renowned design powerhouse based in London. This label perfectly encapsulates Rahul Mishra’s creative vision, focusing on delivering effortless and luxurious attire tailored to fit seamlessly into the modern woman’s wardrobe. The label’s distinctive logo was developed over the course of a year in collaboration with Anthony & Stephanie Nash, as detailed in Reliance Brands’ statement.
Curated by the highly regarded stylist Jenke Tailly, the debut collection boasts an exquisite array of women’s clothing. This assortment is complemented by a carefully chosen selection of jewelry, handbags, and shoes, adding a comprehensive touch to the AFEW Rahul Mishra brand. The jewelry pieces are skillfully crafted from sterling silver and recycled brass materials, while the handbags are meticulously handcrafted in Manipur, featuring ‘kauna grass’ weaves and adorned with hand-embroidered motifs. The shoes also incorporate embroidered motifs, a testament to the craftsmanship of the AFEW Rahul Mishra atelier.
With the brand’s Paris launch event, a dedicated sales showroom will exclusively cater to global retailers from September 28 to October 3, 2023, ensuring that this exceptional luxury label reaches its target audience on an international scale.
In the coming months, AFEW Rahul Mishra will become available on ‘AFEW RahulMishra.in’ and at Rahul Mishra flagship stores, followed by the opening of exclusive AFEW Rahul Mishra stores in major fashion cities. This announcement was made in a statement.
In response to the launch of AFEW Rahul Mishra, Darshan Mehta, who serves as the Managing Director of Reliance Brand, expressed, “The launch during Paris Fashion Week propels the brand onto a global stage, reaching the most discerning global audience seeking functional everyday pieces elevated by a couturier’s touch.”
Rahul Mishra, the designer behind AFEW Rahul Mishra, shared, “With AFEW Rahul Mishra, I am delighted to return to creating ‘easy to wear fashion after a temporary hiatus from it in my namesake brand’s 2020 prêt-à-porter line. This line, which was once an anchor of my identity as a designer, led us to the platform of Haute Couture. In AFEW Rahul Mishra, we are thrilled to establish a new global brand from India that is fiercely modern yet retains the delicateness of the human touch, making it more accessible to consumers.”
RBL, a subsidiary of Reliance Retail Ventures Ltd (RRVL) led by Isha Ambani, the daughter of Mukesh Ambani and the holding company of Reliance Industries’ retail business, commenced its operations in 2007 with a mission to launch and develop global brands in luxury and premium segments within the fashion and lifestyle industry.
The current portfolio of brand partnerships under RBL includes Armani Exchange, Burberry, Canali, Diesel, Emporio Armani, Gas, Giorgio Armani, Hamleys, Hugo Boss, Jimmy Choo, Manish Malhotra, Michael Kors, Pottery Barn, Pottery Barn Kids, Raghavendra Rathore, Satya Paul, Scotch & Soda, Valentino, Versace, Villeroy & Boch, and West Elm, as stated in the announcement.