Rastah Aims to Reclaim the Narrative With Their Latest Release “Volume 10”
Rastah is honored to present "Volume 10", our profound journey titled "Reclaiming Raj". Under the discerning vision of Creative Director Zain Ahmad, the collection unveils the complexities of the Subcontinent’s entanglement with the British Raj, emphasizing its exploitative undertones. The British Empire, while leaving its legacy, also stripped the Subcontinent of much of its cultural wealth and essence. "Reclaiming Raj" is Rastah’s endeavor to reconcile with this historical exploitation and aims to reclaim the narrative that was once forcibly overwritten.
Images Courtesy of Rastah.co
Many of the pieces within the collection are embroidered entirely by hand, using traditional techniques native to the subcontinent. Some of the garments within volume 10 have taken 30-40 days just to complete one garment, all meticulously done in the Rastah studio in Lahore by a team of expert artisans.
Crucially, this collection goes beyond reflection, actively assimilating certain western silhouettes, reinterpreting and reclaiming them in a way that they become distinctly our own. This fusion not only symbolizes a reclamation of lost narratives but also challenges and reshapes the dynamics of fashion influences.
Images Courtesy of Rastah.co
At its core, "Reclaiming Raj" is a deeply personal manifestation of Zain's struggles with identity in a post-colonial world. It's a poignant reflection on the persistent instances of racism faced by individuals like Zain and countless others, in a world still grappling with colonial residues. This "colonial hangover" has inadvertently perpetuated an idealization of the West in the Subcontinent, leading to a disconcerting loss of cultural identity and heritage. Through this collection, Rastah challenges this misplaced reverence, advocating for a rejuvenated appreciation of our own rich legacy, while also serving as a clarion call to introspect, embrace, and celebrate our intrinsic identity.
About Rastah
In urdu, the word ‘rastah’ means path or journey. Rastah was founded in 2018 and is led under the creative direction of Zain Ahmad who grew up in London, Toronto, Vancouver and Lahore. He designs from a deeply personal perspective, often sharing his experiences across the cities he grew up as a vantage point for his design ethos.
Rastah is not just a fashion house; it's a movement. Rooted in the rich tapestry of South Asian artisanship and legacy, we endeavor to reshape perceptions through the intimate lens of fashion. Under the visionary guidance of Creative Director Zain Ahmad, each piece narrates a story — tales of experiences, reflections, and resilience in a world that at times underestimates the prowess of a Pakistani designer. Our crafts are more than garments; they are messages, statements, and artistic chronicles. Challenging stereotypes and redefining what it means to be "Made in Pakistan," Rastah is on a relentless journey to alter global narratives and transcend boundaries. Join us as we celebrate a new era of South Asian fashion and storytelling.
