MODA members shine at IN2MF IN2MF showcases the designs of 174 fashion designers , including international and local Indonesian brands
NOVEMBER-DECEMBER . 2023 | @ Halal
Event
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Arlina Ayou Azura Shafawi with Ummiriaz ' s Spring Summer 2024 collection .
MODA members shine at IN2MF IN2MF showcases the designs of 174 fashion designers , including international and local Indonesian brands
BY FATIHAH MANAF
THE modest fashion movement is gaining prominence , particularly in Muslim-majority countries like Malaysia and Indonesia . Fashion designers from both countries approach their creations , focusing on blending modesty with style .
Going big on modest fashion , Indonesia recently held the Indonesia International Modest Fashion Festival ( IN2MF ) in conjunction with Indonesia Sharia Economic Festival ( ISEF ) 2023 from Oct 25 to 29 , 2023 , at Jakarta Convention Centre , Central Jakarta .
Two distinguished Malaysian Official Designers ’ Association ( MODA ) members - Arlina Ayou and Azura Shafawi - were invited to showcase their creations at the IN2MF event . They had the privilege of presenting their designs alongside over 174 fashion designers , including international and local Indonesian brands .
ARLINA AYOU ’ S TIRABI COLLECTION
Arlina , a Malaysian fashion designer known for her brand , Arlina Ayou , has been a prominent figure in the fashion industry for over two decades . She believes that modest fashion has gained increasing significance , complementing the thriving halal sector .
“ We participated in the fashion show on the first day of IN2MF , where I brought a new collection called Tirabi , which means ‘ earthy ’ in Arabic . The outfit I ’ m wearing now ( in pix ) is from this collection . Tirabi predominantly utilised earthy colour palettes in its designs ,” said Arlina .
“ It ’ s fascinating because we can see how modest fashion is becoming a topic of global discussion in Islamic countries and regions where it ’ s being embraced . I ’ m not talking about covering the whole area ( aurah ) but about modesty as a loose and comfortable fit . These aspects are key for the Arlina Ayou brand , where we prioritise comfort as the main element in our designs .”
Arlina observed that Indonesia , with its larger population , holds a prominent position in terms of the market . She noted that during her time at the exhibition , she had observed a wide range of styles and preferences among the people and significant buying power . This
One of the designs in Arlina Ayou ' s Tirabi collection .
Azura with one of the designs in Ummiriaz ' s Spring Summer 2024 collection . included a middle-income segment , a higher-income segment , and a broader consumer base .
UMMIRIAZ INTERNATIONAL ’ S SPRING / SUMMER 2024
Azura founded Ummiriaz in 2008 and ventured into the international market with its black-label brand , Ummiriaz International , in 2013 , bringing the brand ’ s experience in the industry to nearly 15 years .
“ At IN2MF , we showcased our latest collection , Ummiriaz Spring / Summer 2024 . The colours are inspired by the shades of the land , reflecting the diversity of skin tones from around the world . This collection symbolises togetherness , happiness , and strength .
“ We are delighted to participate in IN2MF . We hope that the modest fashion industry continues to flourish worldwide , and we aspire to expand our business , continually presenting our creations on international platforms ,” shared Azura .
At IN2MF , we showcased our latest collection , Ummiriaz Spring / Summer 2024 . The colours are inspired by the shades of the land , reflecting the diversity of skin tones from around the world . This collection symbolises togetherness , happiness , and strength .” – Azura
She noted that the modest fashion market is extensive , with each country having a distinct style . She observed that Malaysian modest fashion tends to lean towards minimalism and style , while in Indonesia , modest fashion is more focused on Islamic and religious elements . She acknowledged the differences in approach between the two countries and considered it a positive aspect .
“ The modest fashion industry is vast . I expanded internationally with my collections because modest attire can be worn by anyone , regardless of whether they are hijabis or nonhijabis , Muslims or non-Muslims . Modest fashion is meant for everyone ,” she added .
As witnessed at IN2MF , Indonesian modest fashion stands out with its unique consumer trends and market dynamics . A massive consumer base and solid government support bolster its global influence . The presence of Malaysian designers such as Arlina and Azura at the event is a significant step towards elevating Malaysia ’ s modest fashion onto the international stage . –