OUR STORY

Aashiqi Studio is an Indian-inspired streetwear brand with a powerful mission: to empower women to embrace self-love. Our name, Aashiqi (pronounced ah-she-kee), means "love" in Urdu and Hindi, but often refers to romantic love. We challenge that notion. Especially in immigrant communities, women are often expected to prioritize others. Aashiqi Studio encourages you to cultivate love for yourself first. We believe self-love, with all its intensity, should be the foundation for everything you do.

This includes setting boundaries with friends or family, taking time for relaxation, and pursuing your dreams. Our founder's journey with body positivity as a South Asian American woman inspired this mission. Different body standards and outside noise can be confusing, but self-confidence is key to a happy life. Aashiqi Studio believes in respecting and loving your body, because how you feel about yourself truly matters.

We create comfortable, eco-friendly clothing that empowers you to feel sexy and confident. It's not just about the clothes; it's about the attitude.

Our motto is "Sexy is a Mindset." As long as you feel it, you can be it! This confidence carries over into everything you do, from rocking a business meeting to nailing an interview or taking that solo trip.

And to keep that self-love fire burning, check out our podcast, Brown Girl Unscripted Every Friday at 9:00 AM EST, we chat with inspiring, successful women from all walks of life, with a special focus on Gen Z voices. Tune in for conversations that will spark your confidence and help you chase your dreams.

MEET THE FOUNDER

  • Rucha Dave, the powerhouse behind Aashiqi Studio and Brown Girl Unscripted, is an impact focused engineering graduate from Temple University. Her passion stems from her personal experience navigating conflicting beauty standards as a multicultural woman. Comfort often meant sacrificing style, but this led to a deeper struggle with body image and dysmorphia. Caught between societal expectations and her own cultural heritage, Rucha's confidence took a hit, impacting various aspects of her life. This experience became a turning point for Rucha. While prioritizing comfort, she realized she was sacrificing a part of herself. She craved feeling confident and expressing her style, but the constant struggle with body image held her back. This led to a transformative realization: "Sexy is a Mindset." It wasn't just about physical appearance; it was about embracing herself fully and radiating confidence from within. Overcoming body dysmorphia and negative self-talk was a journey, but the newfound confidence impacted everything in her life. She felt bolder, more capable, and ready to chase her dreams. Rucha's journey extends beyond fashion. Brown Girl Unscripted, her podcast, airs every Friday at 9:00 AM EST. It features inspiring, successful women from diverse backgrounds, with a particular focus on Gen Z voices. These conversations are designed to spark REAL confidence and empower listeners to chase their dreams the way Rucha did for herself.