Welcome to Roxx.
My story and Roxx’s are deeply intertwined. My career begun as a model in the UAE, it was a glamorous life, but eventually, I decided that I wanted to do more than just model clothes, I wanted to create them.
By this time, my work as an artist was gaining attention, with some of my paintings housed in private collections and galleries around the world. In 2006, I decided to combine my passion for art with my passion for fashion, and so Roxx was born.
Our quirky, avant-garde aesthetic quickly garnered both national and international attention, and we haven’t looked back since. Our work gained the attention of His Excellency Sheikh Dr. Majid Saeed Rashid Al Noaimi (Chairman of the Ruler’s Court of Ajman and Member of the Royal Family of Ajman, UAE) who has since graced us with his patronage.
Drawing inspiration from architecture to art, from whimsical prints to fairytales, and of course, from the richness of our Middle Eastern home.
We’ve become known for our ability to blend the classic with the modern, the ornate with the minimalist, the vibrant with the sophisticated, the result is breathtakingly unique ensembles for a variety of different occasions.
You will notice that our designs pay homage to the butterfly, and that’s because to us fashion is about transformation. It’s about allowing yourself to fully be yourself. And, it’s everywhere. It’s in the sky, in the street, fashion has less to do with clothes, and more to do with ideas.
It’s our way of connecting with the world we live in.
Tanya Ashraf
FOUNDER & CREATIVE DIRECTOR OF ROXX