Imran Mohamed is steadily transforming the South African fashion landscape through his label, Asa Sadan. Rooted in Indian and Cape Malay heritage, the Cape Town-based designer is carving a space in global fashion where storytelling takes precedence over spectacle. With a focus on cultural preservation and a quiet defiance of Eurocentric norms, Mohamed’s work is redefining the language of luxury, one thoughtful collection at a time.
His most recent release, Fairyland, offers a deep dive into the lived experiences of the District Six community both during and after the Apartheid-era forced removals. “Fairyland looks at the actual historical events and lived experiences of the community and tells the story of generations of artisans who continue the work of their forefathers, much like we are doing at Asa Sadan,” he explains.
It’s a poignant continuation of themes first explored in the Dissertation Studies collection, and later deepened through Asa Sadan’s debut fashion film, In Loving Memory. The collection that followed, Generational Succession, was directly inspired by that work, expanding on themes of loss, matriarchy, legacy, and using fashion as a medium to confront history and honour heritage.
For Mohamed, luxury is more than fine materials or limited editions ‒ it’s a means of remembering. “What makes African luxury so unique is that it has become a vessel for untold stories,” he says. “Garment has always been a medium for me to connect with my own history.” That history is woven into every detail at Asa Sadan, from fabrication to silhouette. The brand’s aesthetic ‒ what Mohamed calls “classic contemporary” ‒ mixes traditional tailoring techniques with modern fabrics and conceptual cuts. “We enjoy the more modern approach of blurring these traditional lines by applying modern technicalities to classic silhouettes and vice versa.”
Storytelling is central, but the garments don’t alienate ‒ they invite. “Though Asa Sadan is rooted in my own culture and heritage, we ensure that cross-cultural adaptation is present at all levels, be it through narrative or design,” he says. “We design in a way that does not exclude anyone from the brand.”
The brand’s name itself carries significance. Asa Sadan is a tribute to Mohamed’s grandmother, a matriarch who inspired both his creative vision and his sense of purpose. “She was a leader, a trailblazer, and a style icon,” he shares. “Their stories, and the stories of those like them, serve as my purpose and muse in this craft.” Family, especially women, has consistently shaped the ethos of the label. In Loving Memory, the label’s first film offering, paid homage to matriarchal wisdom and highlighted this influence through both its concept and its imagery.
— Pieces from Imran Mohamed’s dissertation studies. Credit: Hishaam Abrahams
While Asa Sadan may seem like an overnight success, Mohamed’s path has been anything but rushed. He studied at Central Saint Martins in London, where he completed an MBA and used his dissertation as a conceptual and business ‘stress test’ for what would eventually become the brand. That academic foundation ‒ balancing creative storytelling with strategic thinking ‒ is something he sees as essential. “That’s how design differs from art,” he says. “There are parameters in which we have to express our creativity. This requires the ability to adhere to technique and a form of engineering to create effectively.”
His critique of traditional luxury systems is as measured as it is meaningful. “Though I initially started Asa Sadan with a strong intention to subvert the Western model and narrative, my perspective has shifted away from a critique of others, to an increased focus on building brand, business, community, and industry,” he says. “We’ve been tasked with the responsibility of building our own infrastructure, creating our own platforms and publications to tell our own stories.” And it’s working ‒ Asa Sadan has earned both critical acclaim and strong community support, locally and abroad.
Mohamed remains focused. “We’ve built a strong, supportive community at home, with our growth strategy now focused on developing inroads into the export market,” he says. His approach to international engagement is deliberate and grounded in authenticity. In a world of fast fashion and fleeting trends, Asa Sadan stands apart. Their garments aren’t just worn ‒ they’re experienced. Mohamed’s work is a quiet revolution: a celebration of ancestry, a resistance to erasure, and a reimagining of what luxury can truly mean.
When asked what continues to drive him, the answer is clear: “Our strengths and challenges differ greatly compared to the global industry. These are the most challenging moments in an entrepreneurial journey, to build solid foundations to ensure longevity.” And with each collection, each story, and each stitch, it’s evident he’s doing just that.
