Words Graciela Martin
In the vibrant tapestry of London Fashion Week's multicultural design scene, three female-owned brands commanded attention with their unique flair and visionary leadership.
Young Central Saint Martins graduate, Kazna Asker brought Yemeni influences to streetwear, infusing it with urban cool. Noon by Noor celebrated everyday style with upscale designs inspired by iconic women of fashion like Anna Piaggi and Isabella Blow. Meanwhile, Azerbaijani native, Turana Atash carved her niche in the swimwear market, offering luxurious and stylish modest fashion that can be worn by all.
MOJEH is committed to featuring inspiring women who exemplify the beauty of cultural fusion and individual expression in the fashion landscape. Let's delve into these three remarkable brands that embody these values:
Kazna Asker
The presentation took place at the Old Selfridges Hotel, transformed into a warm replica of Asker's grandmother's living room, creating an intimate setting where guests engaged in animated discussions over Adeni shahi tea, served on elaborate silver platters, embodying a relaxed and welcoming atmosphere.
In a climate where Islamophobia is a growing concern in the UK, Kazna's designs stand as a bold challenge to prevailing stereotypes, fostering a deeper understanding and dialogue. Her work is deeply rooted in both her Yemeni heritage and her life in her hometown of Sheffield, where she weaves together cultural, community, and political narratives.
Notably, her pioneering inclusion of a hijab on the Central Saint Martins' runway in 2022 was a landmark moment. Her latest collection, "What Are We Fighting For?", continues this exploration, delving into societal roles and the essence of activism.
Noteworthy pieces in the collection include a shell suit for men in ink-black and olive, artfully combined with traditional Yemeni cloth, and a woman's abaya crafted from the same shell suit material, accented with traditional cloth panels and topped with a duck-egg beret. These designs exemplify Asker's innovative approach to merging different cultural elements, reinforcing her position as a designer who not only creates fashion but also sparks dialogue and reflection.
Noon by Noor
Discover more about Noon by Noor here.
Turana Atash
At just 26 years old, Turana Atash launched her namesake swimwear brand in 2023, inspired by a personal need. Transitioning to modest swimwear during a beach holiday, she was disenchanted by the uninspiring options available. It was through discussions with her mother that a pivotal idea was born: to create swimwear that she would be excited to wear herself.
The brand confronts the common misconception that modern style necessitates more skin exposure. Instead, it emphasizes creativity, infusing its designs with distinctive details and diverse elements that elevate modest wear into the realm of trendsetting fashion.
Turana Atash's vision is clear: fashion and modesty are not mutually exclusive but rather harmoniously intertwined, catering to diverse women of all backgrounds and beliefs.
Despite being a young brand, Atash recounts that customer feedback has been a cornerstone of its evolution, with each piece of input carefully considered to enhance design and functionality. A notable example is the introduction of an extended zip feature in swimsuits, making them more user-friendly and comfortable.
Looking ahead, Atash aims to expand beyond swimwear, envisioning a comprehensive range of modest clothing options. From activewear to evening wear, the brand is set to cater to the diverse needs of its clientele, maintaining its commitment to style, modesty, and quality.
