Fashion forward Islamic wear

In an attempt to experiment with traditional Islamic wear like hijabs, abayas and tunics, and make it more fashionable and position it in the global fashion scene, Fahd Hameed along with Salika Khan and Abdullah Hameed launched modestforever.com. The e-commerce portal exclusively features “fashion forward” Islamic wear, with its modesty intact.

“I have worked as the head of international business with Utsav Fashion for many years. I noticed this new kind of fashion for Muslim women, which is fashionable and sticks to their values of modesty. Also, when it comes to covering one’s body entirely, wearing burqa was the only option for them. So, I thought of starting this venture in India, given the market opportunity in the Islamic wear space here,” says Fahd.

Starting with its operations in June this year, modestforever also features fully covered western tops and tunics, nowhere compromising on fashion. According to Fahd, hijab culture is gaining a lot of prominence outside India, where hijab in street fashion is popular.

“In India, I feel hijab culture is highly underrated. While there is such a vast Muslim population, it’s shocking that no major brand is making clothes for them,” he tells Metrolife.

For designing these clothes, the trio has collaborated with the label Threesome, a brand regular at fashion weeks, which helps them get a “subdued” and “trendy” touch to the collections. Plain and printed hijabs in fabrics like chiffon, georgette and polyester and colourful and casual abayas are their USP. These are also available on other e-commerce portals such as Amazon, Jabong, Snapdeal and Limeroad.

Apart from bringing fashionable hijab culture in the Indian market, Fahd says that they also want to make fashion more inclusive through their platform.

“We are trying to bring these Islamic wears in mainstream fashion world so that even they can be a part of bigger platforms like fashion weeks,” he says.

Fahd wishes to retail out through brick and mortar stores and reach out to markets which have more Muslim population.

“The concept of designer Islamic wear is already a matured market in the west and the middle-eastern countries. We now want to establish ourself as one of the best
fashion labels for hijabs and abayas,” says Fahd.