ASAI started out on the Fashion East lineup, then went on to dominate Notting Hill Carnival in 2018 with its signature, patchwork "Hot Wok" aesthetic. The brand quickly became a favourite of Rihanna, who collaborated with designer A Sai Ta on a capsule collection with Fenty that launched exclusively at Selfridges in 2019. In 2020, ASAI actively stood up against injustice by demanding antiracism education in the UK and donating part proceeds from sales to Black Lives Matter, Solace Women's Aid, The Voice of Domestic Workers, and Creatives for Lebanon. The brand's campaigning for positive social change was recognised by a 2020 British Fashion Award.