Brand of the Month #2ASURA

DANAYAD's Brand Selection of the Month, where discerning style meets compelling narratives.

In this curated space, we reveal the hidden gems of Seoul's fashion industry,
offering an insider’s view into the innovative spirit driving each collection.
Join us as we explore the nuanced stories behind each brand, delving into their ethos, craftsmanship,
and unique contributions to the fashion landscape.

This October, DANAYAD is shining a spotlight on 'ASURA',
a brand that's capturing hearts with its romantic vision.

At DANAYAD, we're drawn to ASURA's philosophy of "Illuminating the Self."
This ethos resonates deeply with our mission to bring fresh, innovative designs to the discerning European fashion enthusiasts.

We invite you to discover how ASURA's distinctive taste and colourful personality can illuminate your own style.
Each piece is a canvas for self-expression rooted in romantic moments, waiting to be brought to life by your individual flair.

Embrace the romance, the rebellion, and the radiance that ASURA brings to your wardrobe.

24 Fall collection Inspiration

FREEWHEELING FALL

ASURA's FW24 collection is a captivating blend of free-spirited Indie Sleaze aesthetics and the brand's signature romantic touch.
This fusion is born from the inspiration to express everyday freedom and authentic self in the urban landscape.
It's a collection that whispers of rebellion while singing of romance.

In an era where personal tastes dictate brand selection,
we introduce memorable brand stories through carefully chosen keywords.

Brand keyword -1

#Making Your Most Beautiful Moments Shine Even Brighter

ASURA's designs are infused with the heartfelt wish for every wearer to radiate beauty and confidence.
Rooted in romantic and feminine citywear, each collection artfully incorporates dynamic, seasonal trends through creative mix-and-match styling.
They showcase their message of creating a personal narrative through fashion.

BRAND KEYWORD - 2

#Style it your way, in many ways

We understand the pitfall of statement pieces that lose their appeal after a few wears. That's why ASURA focuses on creating detailed yet versatile items that can be styled in various ways.
Their goal is to craft pieces that feel fresh with each wear, offering practical luxury that stands the test of time.

BRAND KEYWORD - 3

#Labour of Love

We approach our designs as if creating clothes for ourselves. This perspective leads us to prioritise quality over cost when selecting materials.
We meticulously refine each piece through multiple revisions, paying close attention to texture, fit, and comfort.
It's a labour of love, ensuring each garment meets our exacting standards.

director's note from ASURA

At ASURA, our designs are deeply personal.
I create each piece being worn not just by customers, but by my loved ones - my family and friends. This connection drives me to pour my heart into every creation, often working into the wee hours to ensure each garment meets our exacting standards of beauty and quality.

Our dedication to craftsmanship is unwavering. We're committed to creating pieces to be cherished additions to your wardrobe.
As we continue to grow and evolve, I invite you to join us on this journey. Your support and feedback are invaluable as we strive to bring our vision.

Thank you for believing in ASURA. We promise to keep pushing boundaries, refining our craft, and creating clothing that makes you feel as special as you are. Watch this space - the best is yet to come!

Enjoy Brand of the month special 10% off (11/10/2024~28/10/2024)