ASKA LONDON: Afro‑fusion in fashion, Art and lifestyle
Creative Founder: ROSETTA AHMED
Rosetta Omo Uno Ahmed’s journey begins far from the bustling streets of London, in Nigeria, where her childhood was steeped in the rich colours, textures, and rhythms of African life. Those early years left an imprint—one she would carry across continents and later weave into every fabric, print, and design under the name ASKA London.
Today, Rosetta is the founder and creative director of ASKA London, a distinctive Afro‑fusion fashion and lifestyle brand that bridges her Nigerian heritage with the sensibilities of British craftsmanship. She calls herself “an immigrant from Nigeria living in London,” a self‑taught artist and AfroBrit fusion creator. Her description isn’t just a tagline—it is the lens through which she views her work. The brand is personal in every sense. Each design starts in Rosetta’s sketchbook—quick doodles, detailed illustrations, collages, and abstract compositions inspired by memory. Her Beautiful Nostalgia series, for instance, began as visual recollections of her childhood in Nigeria. The drawings evolved into vivid, layered patterns, translated into giclée art prints and crepe de Chine scarves. Whether it’s a hoodie, a wall hanging, or a set of cushions, every ASKA London piece begins as art and ends as a tangible, wearable or livable object.
Freehand painting by Rosetta Ahmed
Rosetta’s creative process is intimate and hands‑on. From her garage studio in London, she transforms her original artworks into bold fashion prints and textiles. There is no mass production, no faceless supply chain. Instead, ASKA London operates on a small‑batch, ethical production model, collaborating with local workshops in the UK to create each collection. The brand’s ethos—designed and made in Britain, rooted in African identity—stands in deliberate contrast to the rapid‑fire pace of fast fashion. The product range reflects this careful balance between heritage and modernity. The apparel line includes oversized T‑shirts, statement hoodies, and fluid dresses adorned with Rosetta’s distinctive motifs. One recurring design, the IDIA-Iyoba print, draws inspiration from ancient Benin art, paying tribute to a queen mother from the Benin Kingdom whose legacy still resonates today. Beyond clothing, ASKA London extends into home décor with cushions, lampshades, table runners, and upholstery fabrics that carry the same vibrant visual language into interior spaces. The brand’s art prints and scarves invite customers to own a fragment of Rosetta’s memories, framed in textile or on paper.
In 2023, ASKA London stepped further into the spotlight as an exhibitor at the Africa Fashion Collective in London. The showcase celebrated designers whose work bridges African traditions with contemporary aesthetics. For Rosetta, it was both a professional milestone and a cultural affirmation—her brand was recognised not just for its style, but for the narrative and identity it represents. Her brand’s presence extends beyond exhibitions. Platforms like HubDot Collective have embraced Rosetta as both a designer and a storyteller—someone who champions African narratives while crafting products that fit seamlessly into modern, global lifestyles. On wholesale marketplaces such as Faire, ASKA London connects with independent retailers worldwide, ensuring her Afro-Brit creations reach audiences far beyond the UK.
At the heart of the brand’s striking visual identity lie five deeply held values that guide every creation Rosetta brings to life. Cultural fusion is the foundation, where her Nigerian heritage meets the clean lines and understated elegance of British design, resulting in a distinctive Afro-fusion aesthetic that feels both rooted and contemporary. This unique blend is further enriched by an artist-led design philosophy—every pattern, motif, and detail begins with Rosetta’s own hand-drawn sketches or painted works, ensuring authenticity and emotional resonance from concept to completion.
Equally important is her commitment to local production ethics, with all items crafted in the UK in small, carefully managed runs that prioritise quality over mass output. This process ensures each piece carries a human touch and a reduced environmental footprint. Her work is imbued with narrative depth, often drawing from personal memories, diaspora identity, and the rich tapestry of her heritage. By maintaining an independent retail focus and collaborating with platforms like Faire, Rosetta connects with boutique owners and conscious shoppers worldwide, fostering relationships built on shared values and an appreciation for meaningful, story-driven design.
From her early days sketching in her Nigerian home to the present, where her designs grace the homes and wardrobes of clients worldwide, Rosetta’s journey has been guided by authenticity. She has rejected shortcuts, instead building a brand where every piece carries a story, every seam holds intention, and every print is an extension of her lived experience.
Her words sum it up with unflinching clarity:
“This is my truth I hold onto.”
This truth—woven from migration, memory, and artistry—forms the backbone of ASKA London. It is evident in the careful choice of materials, the slow and deliberate production process, and the visual threads connecting her earliest memories to her latest designs. By 2025, ASKA London had grown into more than a label. It had become Rosetta’s visual autobiography, told not through pages but through fabric and form. Each product—be it a Beautiful Nostalgia scarf, an IDIA‑Iyoba tee, or a set of boldly patterned cushions—is a chapter in that story. The brand’s reach may now extend across continents, but its roots remain firmly planted in two places: the vibrant, memory‑filled landscapes of Nigeria and the craft‑driven studios of the United Kingdom.
To conclude, ASKA London, Rosetta Ahmed has built a bridge between past and present, between African cultural heritage and modern British creativity. That bridge is not static; it is alive with colour, movement, and emotion—carrying her story, and by extension the stories of those who wear and live with her designs into the future. We at The Aartisian continue to watch this space and consider it a privilege as we accompany Rosetta on her journey!
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