Siti Nurhaliza launches own hijab label, describes it as a 'dream come true'

Named Afiya, the label is said to be like a "fairy tale come to life" and a "dream come true" for Siti Nurhaliza. Photo composite: Jovian Mandagie Group

She is known as among Malaysia's most prolific singers. Well, Datuk Seri Siti Nurhaliza has further expanded her horizons – this time with a new hijab label.

Named Afiya, it is said to be like a "fairy tale come to life" and a "dream come true".

This is the result of a collaboration with another big name in Malaysia, designer Datuk Jovian Mandagie. With the help of the team behind the Jovian Mandagie Group, Siti hopes to take her label to an international level.

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A post shared by AFIYA by Siti Nurhaliza (@afiya.my)

According to Siti, she has always wanted to have her own hijab line since she started wearing one in 2013. The pandemic, and her current pregnancy, inspired her to finally do it.

Afiya pays tribute to her first-born child who goes by the name Siti Aafiyah.

"Aafiyah is known to radiate positivity, intelligence, elegance and above all, modesty," reads her press statement. "These were the values that became the foundation of Afiya as a brand."

Being someone who is particular about the quality of hijab that she chooses to wear, Siti adds that she will ensure her label produces only the best quality of hijabs.

Read more: Malaysian singer Atilia Haron chooses batik for her first fashion line

Afiya is also dedicated to her loyal fans, called CTzoners.

The first release includes 68 looks: 30 printed and 38 plain designs. They range from long shawls to square scarves.

This is not Siti's first business venture. She launched her own cosmetics brand SimplySiti back in 2010.