The London Collection

By Asagga

A memory of movement. A tribute to stillness. A celebration of everyday beauty.
The London Collection is where Asagga’s story begins.

This debut collection is rooted in a city that gave us not just a place to live, but a rhythm to slow down in. Inspired by flower markets, morning commutes, ivy-lined walls, and the quiet poetry of London’s streets, each piece is a wearable postcard — hand-drawn from memory and hand-printed in India.

Crafted with 100% organic cotton and block printed by artisans using wooden blocks carved by hand, the collection honours tradition while inviting ease. These are not statement pieces made for display — they’re made for repetition. For movement. For presence.

🌸 Chiswick Skirt

A blooming tribute to West London’s iconic flower market. With its flare, flow, and soft grid of floral prints, the Chiswick skirt is joy in motion. Wear it with a tee, a shirt, or a shawl — and wear it again.
Because repetition is beautiful.

🚇 Camden Dress

A spirited nod to contrast and character. The Camden Dress plays with pattern — a block-printed floral bodice meets pleated stripes in a silhouette that’s flirty, bold, and made for moving through crowds, memories, and moods.
For the mornings that start on the tube and end under café lights.

🌿 Notting Dress

A calm, flowing ode to Notting Hill’s leafy charm. With a breezy tiered silhouette and soft floral prints, the Notting Dress is that go-to piece — the one you pack first, wear most, and never want to take off.
Because the in-between moments are where the magic lives.

Together, these three pieces tell a story of craft and city, ritual and spontaneity, India and London. They reflect Asagga’s belief that clothes are not meant to be saved, but to be lived in — again and again.

Asagga’s London Collection is hand block printed in India, made in small batches, and designed for joyful repetition — no guilt, no pressure, just presence.