Reliance Brand Ltd has collaborated with designer Rahul Mishra to launch a new global luxury label ‘AFEW (Air, Fire, Earth, Water) Rahul Mishra’.

The inaugural easy-to-wear collection was launched at the Palais de Tokyo in Paris among global retailers, fashion press and celebrities.

The opening collection features a wide lineup of women’s clothing, complemented by a selection of jewellery, bags, and shoes.

Commenting on the launch, Darshan Mehta, managing director of Reliance Brands Limited in a statement said, “AFEW gives voice to Rahul Mishra’s genius of nature-inspired creativity and his desire to be more present in the lives of his customers. The launch during Paris Fashion Week propels the brand onto a global stage, reaching the most discerning global audience looking for functional everyday pieces elevated by a couturier’s touch.”

Rahul Mishra added, “With AFEW Rahul Mishra, I am glad to return to creating ‘easy to wear’ fashion after a temporary hiatus from it in my namesake brand in 2020. In AFEW Rahul Mishra, we are thrilled to institute a new global brand from India that is fiercely modern and yet, carries the delicateness of human touch in a way that it is more accessible to the consumer.”

AFEW Rahul Mishra will have a dedicated sales showroom in Paris to exclusively serve global retailers from September 28 to October 3, 2023. In the coming months, the brand will be available on its website and at Rahul Mishra flagship stores, followed by exclusive AFEW Rahul Mishra stores in key fashion cities.