Bollywood Star Dino Morea launches the Asian Style Awards

PRESS RELEASE: Monday 19th November, 2007


The Asian Style Awards (ASA) Launch will take place on Monday 3rd December, 2007 at 11am at the Hilton Metropole, Edgeware Road to announce the first South Asian fashion and beauty awards event which will take place next year.

With famous A-List celebrities such as Liz Hurley, Angelina Jolie and Jemima Khan wearing Saris and South Asian trouser suits the South Asian fashion and beauty industry has become more popular then ever. Not only are High Street designers such as John Richmond and Red or Dead incorporating the mixed fusion look into their collections but the colours, fabrics, accessories and designs have become a huge influence on popular culture within Britain today. Despite this growing success story, there has been little recognition of the hard work, dedication and talent of those working within the South Asian fashion and beauty industries. Overall, the market for Black, Asian and other minority make-up, skin and haircare is £65m, 2 per cent of the £3.7bn British beauty industry, despite ethnic minorities comprising 7.9 per cent of the population.¹

Fatima Patel, Chief Executive for the ASA says:

“Despite the growing success story of the South Asian fashion and beauty industry in the UK, there has been little recognition of the hard work, dedication and talent of individuals and companies. These people need to be honoured by the public. We also want to establish the ASA as the UK’s first and exclusive trade association, which supports, represents and promotes the South Asian Fashion and Beauty industry on one common platform. “

The Launch will see the beginning of the ASA campaign where the award categories will be officially announced and pubic voting will officially commence. The ten categories will include: Best Boutique; Best Salon; Best Fashion Designer; Best Make Up Artist; Best Hairstylist; Best Henna Artist; Best Textile Fabric Retailer; Greatest Contribution to Asian Style in the UK; Best New British Asian Male Face and Best New Asian Female Face. The progress of finalists from the latter categories will be captured on a Reality TV show as participants compete to win the category as well as win a years modelling contract.

Following on from the Launch the ASA Tour Bus will visit some of the major UK cities canvassing for public votes. All winners will be announced at a glittering Awards Ceremony in 2008.


MEDIA CONTACT: For Press Launch Tickets, (Press register by 10.30am)
Biogs and Interview Opportunities:

Mary Rahman@ MRPR on 0207 7491136 or email

Region: All
Start Date: 03/12/2007
End Date: 03/12/2007
Start Time: 11am
Press Tickets: Not Available
Sponsorship: Not Available
Press Tickets:
Phone: 0207 7491136