You may not have realised that ASAI, the label by cult-favourite designer A Sai Ta, means a few different things. For one, it is obviously a reference to its designer’s name, but, according to the brand’s Instagram bio, it can also be interpreted as an acronym that stands for “AS An Idea” or “Activate Spirit Achieve Independence”. Now, the innovative label has a newly important meaning behind it: to “Actively Stand Against Injustice”.
The message comes together with the release of a poster featuring a photograph from the cover of the first international edition of M International — the ASAI (Actively Stand Against Injustice) poster. The image was taken by photographer Oliver Hadlee Perch, and features four gorgeous ASAI models — Aaliyah, Imani, Blesnya and Elibeidy — accompanied by quotes that they have chosen or written to represent their feelings.
“Regardless of the differences that might exist between you and others, always treat everyone the way you would like to be treated if you were in their shoes. You’ll never regret being kind,” reads Blesnya’s quote. Aw, sweet.
Each poster will cost £25, and all profits from the sales will be donated to charity funds, two of which were chosen by the models themselves. These are: Doctors Without Borders, Jompeame (a charity against poverty in the Dominican Republic), Black Minds Matter, and AQEM (Assosciation for Queer Ethnic Minorities).
When we spoke to him in 2018, A Sai was similarly focused on finding the uplifting in the midst of tragedy: “I think when you see war you just see terror, pain,.” he said. “I wanted to show the softer side, and love and emotion [that exists during] conflict.” Indeed, this won’t be the first charitable move the label’s made in these famously turbulent recent months. Back in May, ASAI announced it would be putting an exclusive Hot Wok dress design into production to support Black Lives Matter, Solace Women’s Aid, and The Voice of Domestic Workers. Isn’t it great when justice looks this chic?