Selhaya, the first British ‘maison’ focusing exclusively on high end modest fashion, launched on Wednesday, the first day of Dhul-Hijjah, the holiest month in the Islamic calendar.
Selhaya was funded by London-based creative duo, and married couple, Sajjad Choudhury and Aisha Hossain. The couple launched Selhaya due to the growing but untapped demand from Muslim and non-Muslim women in the UK for modestwear, specifically the abaya, a loose over-garment, sometimes referred to as a dress robe.
Modestwear is loose clothing that covers most of the body and conceals its shape. Though most women who dress modestly do so for religious reasons, this way of dressing is also increasingly being adopted by Western culture, either as a fashion statement, for the body conscious or for health (skin- or sun-related) reasons.
The modestwear sector is currently seeing exponential growth and is predicted to reach $428bn by 2027*. Dior and Hermès have entered the sector, offering abayas and kaftans during Ramadan, while even high-street brands like H&M and Zara have responded to the trend with kaftan-inspired pieces.
The abaya is also proving increasingly popular with non-Muslim women regularly travelling through cities like Dubai and Doha, as well as expats in those countries.
Reflecting the high-end demographic of its customers and its desire for timeless rather than fast fashion, Selhaya’s first line, The Yaqeen Abaya, consists of just nine robes — a symbolic nod to the ninth day of Dhul Hijjah, one of the holiest days in the Islamic calendar. It’s the day that marks the height of the Hajj pilgrimage and the spiritual climax of the season, with the second Eid.
Each Yaqeen robe is hand-designed and made in the UAE from 100% silk and finished with handcrafted embroidery and subtle pearl detailing. The robes are priced at £2,450 and sold as a complete three-piece set, including a matching chiffon hijab.
Selhaya has also focused on elevating the packaging and unboxing experience, incorporating elements not typically found in even the highest end European fashion houses. Each piece is presented in a magnetic box with branded stationery, a gold-foiled prayer bookmark and a founder’s note, turning the robe into both a keepsake and a ritual. Importantly, and to reflect the company’s values, Selhaya donates 5% from every robe sale to orphan care. This embedded model of giving sets Selhaya apart as one of the first luxurywear brands to build philanthropy into its core.
Initially, Selhaya will sell its products exclusively to customers registered on its website, but its long-term ambition is to attract the interest of select luxury retailers such as Harrods or Selfridges, where Selhaya can sit alongside existing luxury fashion houses. The next product to launch is a flagship abaya collection scheduled for the summer.
Sajjad Choudhury, founding partner, Selhaya, commented: “We launched Selhaya to address a clear gap in the market. Interest in the abaya from non-Muslim women based in the UK, or travelling or living in the Middle East, is growing all the time. Until today, however, there was no British Maison dedicated exclusively to women who want to dress modestly, and we have set out to give them more choice. Equally, research has shown that almost nine in 10 Muslim women in the UK feel ignored — or certainly under-represented — by high street fashion brands. That is also a market we will look to tap into as we develop our range and brand.”
Aisha Hossain, founder, Selhaya, added: “More and more women, both Muslim and non-Muslim, are being drawn to the comfort of the abaya, specifically the fabric’s ease, the softness of the silhouette and the way it moves. It’s not just a modest garment but a meaningful one and people are turning to it for a variety of reasons, whether religious, fashion or health. Though we’ve chosen to launch with a limited edition, we’ll be launching a new flagship abaya over the summer, which will be available to a wider market. We’ve put a lot of effort into making the purchase of our robes not just something you wear but something you experience — elegant, effortless and enduring.”
