2 Malaysian modest wear brands you need to check out

Umma features beautiful and wearable designs. Photos: Umma

Modest clothing, otherwise also known as Muslimah wear, is fast changing the fashion world. Its appeal transcends faith, with women in all countries embracing the comfortable designs.

Even international fashion labels like Dolce & Gabbana, DKNY, Oscar De La Renta and Tommy Hilfiger have produced one-off collections in the past – a testament to the popularity of modest wear.

You don’t have to travel far for modest wear collections. To celebrate the arrival of Ramadan, we shine a spotlight on two local modest wear brands. They offer easy-to-style designs that fit all occasions.


For Umma, it is all about creating designs that everyone can wear. The name itself is derived from the Arabic word that means “people” – or more specifically, a community bound together by ties of religion.

The label started off with scarves and the accompanying accessories, but has now added apparel to its range of offerings. There are even pieces made especially for men.

Sleek, casually chic apparel.
Umma caters to modern, modest women, from all walks of life. Photos: Umma

“I’m inspired by little details. From the flow of the outfit to the cut, there will be surprises that you can discover in each of our outfits,” explains founder Zairin Azman.

“The style I go for is really minimal and basic. All our clothing are designed in-house and incorporate simple sophistication, reflecting strength, beauty, courage, freedom, and independence.”

What sets Umma apart is the emphasis on colour selections, as well as the choice of fabric. Zairin says she only sells designs that she herself would want to wear.

The brand established in 2016, was founded to meet the need for comfortable, versatile and fashionable clothing that does not compromise modesty.

Hidaya International

Choose from ready-to-wear abayas, as well as custom-made ones. Photo: Hidaya International

Hidaya International’s latest abayas comprise both soft and strong pieces. The message is that the modern woman of substance shouldn’t be meek. While her demeanour is sweet and modest, her spirit must remain firm.

The designs offer a variety of choices – from black on black, white on black, pastels with lace and pastels with florals. There are also feathers, organza and embroidery that further spice them up.

Soft and strong pieces come together to form the latest collection. Photo: Hidaya International

As the head of operations at Hidaya International Fiona Ross explains, “We are staying true to our principle that stylish modesty is key.”

The Hidaya woman is all about verve and versatility. Photo: Hidaya International

According to her, the simpler straightforward pieces are still there for those who prefer understated styles.

But statement-making styles are also offered, such as one with elaborate beaded applique and floral embroidery.

“We are happy to note that abayas have become a popular attire of choice among many Malaysian women nowadays, and we are glad to be able to offer an array of stylish selections for them to choose from,” states Ross.

As it is, Hidaya International’s mission is to transform traditional womenswear into contemporary fashion.

The brand also looks to help ladies express their individuality, which it says is the “greatest form of luxury”.

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