His first show was during the Beirut Autumn/Winter 2009 fashion week where he presented a prêt-a-porter collection that was articulated around the story of a blind boy who tries to imagine the world that surrounds him. Ashi took this idea from an Iranian film. In the collections that followed to date, Ashi has maintained a high conceptual level in each one, looking for an idea or a story for every collection which are often extracted from a specific image in a film that has particularly impressed him.