Reliance Brands Limited (RBL) has collaborated with fashion designer Rahul Mishra to launch a new global luxury label called AFEW Rahul Mishra. The inaugural collection was presented at the Palais de Tokyo in Paris and showcased to global retailers, fashion press, and celebrities. The collection was curated by stylist Jenke Tailly, featuring women’s clothing, along with a selection of jewellery, bags, and shoes.
AFEW Rahul Mishra represents Air, Fire, Earth, and Water, and it was jointly conceptualized with London-based designer Michael Nash. The label embodies Rahul Mishra’s vision of easy-to-wear luxury fashion for modern women. The logo of the label was developed through a yearlong interactive design process with Anthony & Stephanie Nash.
To cater to global retailers, a dedicated sales showroom will operate exclusively from September 28 to October 3, 2023. In the future, AFEW Rahul Mishra will be available on AFEW.RahulMishra.in and in Rahul Mishra flagship stores, followed by exclusive AFEW Rahul Mishra stores in key cities.
Darshan Mehta, MD of Reliance Brands Ltd. noted that AFEW brings together Indian design and craftsmanship for a global audience seeking everyday fashion with a couturier’s touch. He highlighted the brand’s launch during Paris Fashion Week as a significant step in reaching a discerning global audience.
Rahul Mishra expressed his enthusiasm for returning to creating “easy to wear” fashion with AFEW Rahul Mishra, emphasizing the brand’s modernity and accessibility while retaining a human touch.
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, according to a media website.
