Fashion

Introducing Mahila, the New London Label Representing South Asian It-Girls

Drawing inspiration from Desi and Arab culture and ’90s Bollywood.

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Introducing Mahila, the New London Label Representing South Asian It-Girls

Drawing inspiration from Desi and Arab culture and ’90s Bollywood.

Sisters Jasmine and Isabella Gaziza Muller have just launched their London-based label, Mahila. Translating to “a collective of women” in multiple Indian dialects, the ethically-made clothing label aims to represent contemporary South Asian women in the Western fashion sphere. Born from a frustration surrounding this lack of representation, Mahila hopes to empower its community, creating garments that make women feel confident, agile and sexy.

Exploring the stigma surrounding the female body and libido in such cultures, the brand hopes to break down some of these barriers through the power of community, offering a platform to foster conversation and discussion. Its garments are designed with women’s bodies at the forefront, determined to find a balance between comfort and contour — supporting our bodies whilst enhancing the female form. Each piece is also designed, sourced and made in London, with production located in East London.

Aesthetically, Mahila takes some of its visual inspiration from the ’90s and 2000s Bollywood scene, along with references to modern Arab and Desi culture as a result of the heritage of its founders. For its first collection, the brand has launched a series of multi-functional lounge and activewear pieces, including thongs, boxers, waistcoats and baby tees — with plenty more to come.

Take a look at the first official campaign above and head to the Mahila Intimates website to shop.

In other news, check out the latest Island-inspired launch from Sporty & Rich.

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