If you didn’t know about Ashi Studio from the jump (that being 2007 when Saudi Arabian couturier Mohammed Ashi founded the brand), you probably met it the way most people did. Indirectly. The brand has been doing the rounds for years, long before it made its way onto the Paris Haute Couture Week schedule. That institutional validation was followed, almost naturally, by pop culture adoption. Beyoncé leading the charge, Penélope Cruz bringing it onto the red carpet, Billy Porter turning it into performance art, Coco Rocha dragging it onto the model radar, and even Queen Rania of Jordan adding a royal seal of approval. Point is, Ashi Studio isn’t new. But it’s newly unavoidable.
The love for Ashi Studio has been building for years, 2026 is when your favorite it-girls all showed up wrapped in it at once. Kylie Jenner made the first headline of the year in a custom silver couture gown at the Golden Globes. Teyana Taylor picked it up at The Rip premiere in New York in a sheer, sculptural Spring 2025 look. Not long after, she returned to Ashi Studio in a wrapped column dress from Spring 2026, before showing up again in a satin bustier piece from the same collection at the NAACP Image Awards.
Margot Robbie followed with a corseted 18th-century-leaning silhouette for the Wuthering Heights Sydney premiere, before switching into a smaller, tighter version of the same idea for the after-moment mini dress. Zendaya, with Law Roach as always in tow, went for something softer from Spring 2026 at the Euphoria season 3 premiere, soft, at least by comparison. FKA Twigs appeared at Mother Mary in the same collection, but with none of the restraint implied by the word “relaxed.” And Anok Yai closed the loop at the Time 100 Gala, choosing one of the most sculptural pieces from the entire lineup.
Stylists operate with a very specific visibility logic, and red carpets seem to be their favorite algorithm at the moment. But if you see it five times in a week, is it still couture, or just fast fashion for A-listers? Either way, it photographs well. Too well. Whether it swallows the wearer entirely is a different discussion, one the algorithm doesn’t seem interested in having.
