New York based label Ashya is setting its intentions on becoming an heirloom brand with the launch of its new Heritage logo and collection. Debuting the capsule on Nataal, the accessories-focused house has enlisted the lensing skills of Nataal favourite photographer Ibrahem Hasan to create a mesmeric series of images featuring the new Heritage Bolo bag and the Mini Shema Slingback bag.

Co-founders Ashley Cimone and Moya Annece met when studying at Fashion Institute of Technology and after discovering a shared love for travel, launched Ashya in 2017, with the label shortly after receiving the Accessories Council Elaine Gold Launch Pad Fellowship from the CFDA. Defined by sculptural silhouettes worn close to the body, its refined leather bags are thoughtfully designed and crafted locally in limited runs, with the women-led label making use of off cuts.

Drawing inspiration from their globetrotting and distilling these experiences into pared back utilitarian creations, Ashya perfectly balances luxury with practicality. Its minimalist aesthetic allows the exquisite details, such as the new embossed logo, to stand out. Fans also appreciate the bespoke hardware that has been created especially for the brand by a metalsmith in the heart of New York’s Garment District. With a recent collaboration with fellow US house Michael Kors under its artisanally crafted belt, we spoke to Cimone and Annece about the new collection and vision that fuel the brand.

Can you tell us about the house’s new emblem?

The newly designed emblem embodies the brand’s values rooted in storytelling as a means of cultural preservation. An abstraction of four As facing inward, the design represents the power of community and the importance of cultural exchange. With the latest collection, which is an introduction to the emblem design, we wanted to honour oral histories as a vessel between the present and the past and imbed in the brand’s DNA a commitment to preserving our own stories and those of Black, Brown and indigenous communities.

How important is community to you?

Community is so necessary, it's what fuels us. We’ve found it in each other as sisters and collaborators, in fellow designers and artists, and in the places and people that we explore. It’s been challenging navigating the pandemic and not physically sharing space with much of our community over the course of 2020-2021, but we’ve leaned into digital forms of staying connected and have plans for more tangible experiences. The wellness series that we hosted online during the early days of the pandemic (May 2020) is one experience we’d love to revisit and expand on, hopefully evolving it into a traveling series that makes space for quality and healing time with the Ashya community in the future.

What was on the moodboard for the collection?

The moodboard was a mixture of vintage family photos, black and white images of Jamaican folklorist, Miss Lu and American author, Zora Neale Hurston, Anansi the Spider animations, vibrant and abstract images of overexposed film, and references from works by our collaborator Ibrahem Hasan among other things.

How did you translate those themes in the shoot?

We translated these themes in the shoot by attempting to recreate the moodiness of a fireside tale, using darkness as a canvas for light. The overall approach was a slight departure from our typical campaign creative direction but we wanted to use this opportunity to distinctively hero the new emblem and shift the focus of our storytelling in 2022 to our own roots.

How was it working with Ibra?

Ibra is a gentle genius. He has impeccable discernment creatively and such a keen eye, finding beauty in such unexpected moments. But what’s equally inspiring is his grace, how he carries himself and treats everyone with such compassion while under the pressure of time and while still needing to achieve what we set out to do. There’s a maturity in his practice and the way he holds your hand. We felt cared for and respected. It's an honour to have collaborated with him on this project and to call him a friend.

You mentioned storytelling as a means of cultural preservation, what tales are you telling with your label?

To date, we’ve allowed others who’ve inspired elements of our work to tell their own stories through the brand. Our previous films such as Nila and Men of Maize were directed by our frequent collaborator Anthony Prince Leslie. Now more than ever we’re looking to focus more on our own histories, the overlaps of our African American and Caribbean cultures, and the stories from our ancestors' past that have created the lens through which we see the world today. This upcoming Spring we’ll be releasing our latest film project that's rooted in folklore and the power of oral storytelling.

What drives you to evolve Ashya?

Ashya is a creative exercise, an opportunity for us to bring to life the things we hope to see in the design world and also explore our desires as artists. We hope for Ashya to evolve as we evolve, and be a reflection of our growth as Black women and creatives.

What's next for the label?

We’re in the early stages of seeking investment, so we hope growth is what’s next for the label, an ability to reach more people and truly share our love of culture and design with the world.