AFEW by Rahul Mishra is ready-to-wear extension that blends couture-level craftsmanship with everyday elegance. Launched as a more accessible arm of his globally celebrated couture house, AFEW (an acronym for Air, Fire, Earth, Water, embodies effortless luxury tailored for the modern woman) carries Rahul Mishra’s signature embroidery, textile artistry, and nature-inspired storytelling into silhouettes meant for daily wear. With pieces that echo the poetic spirit of his main line—yet feel effortless and modern—AFEW stands at the intersection of artisanal heritage and contemporary fashion.
Pre Shoot
Mood board
In this sales campaign, AFEW Rahul Mishra draws inspiration from the poetic soul of Parisian chic — a style that is effortlessly refined yet deeply expressive. Staying true to Rahul Mishra’s philosophy of mindful craftsmanship and nature-inspired storytelling, this collection explores the harmony between intricate handwork and everyday elegance. The Pinterest mood board below is a visual exploration of this dialogue — delicate textures, airy silhouettes, botanical touches, and a dreamlike quality that mirrors the ethos of a brand rooted in artistry and youth.
Location
We sought to capture the soul of Paris beyond the expected — the quiet poetry of Haussmann façades, the rhythm of cobbled streets, and the understated glamour that lingers in the air. Steering away from the clichés of Place Vendôme, we chose instead the refined pulse of Rue Saint-Honoré — a neighborhood where elegance resides not in spectacle, but in subtlety.
