Sajal is a creative of Pakistani – British heritage who specialises in fashion design and marketing. Her interest in uplifting and empowering women through modest clothing drives her to create garments that women are confident and comfortable in. She hopes to carve the path for all leading designers to diversify their collections and ensure inclusivity.
I have grown up with the idea of modesty being subjective to everyone, however it has always been a struggle to find garments that fit my ideology of the term modesty. Friends and family have always made it a point to express their frustration on trying to find garments that are both fashionable yet modest. Therefore, I have taken it upon myself to create a brand where women are able to express themselves without compromising their beliefs and society’s ideologies.
The connotations surrounding the term modest are often boring and negative which is why I wanted to explore the different ways in which I can make modest fashion exciting and fashionable. Modesty is usually only explored by luxurious brands to target rich Middle Eastern women with disposable income, which is why I want to create garments which are easily accessible, where women don’t feel the need to have to break the bank in order to dress modestly.
Being a Muslim woman, growing up in a Western society, I know the struggle of trying to find clothes that fit my ideology of the term modesty. Often garments appear to be modest at first glance, but upon closer inspection come with garment details that show skin, making it harder for women, especially Muslim women to buy flattering modest clothing. I didn’t want to risk the chance of isolating a particular group which is why my garments cater to everyone’s perspective of modesty.
Alongside a Zine and look book, I created a short promotional video that highlights my launch collection. The location, music and decoration chosen for the shoot fit perfectly with my concept theme which celebrates South Asian Culture through prints and colour. The models are seen wearing typical South Asian jewellery, mehndi (Henna) as well as the silk scarves, bags I created. The bags were created for the sole purpose of the garments, as parts of the jackets can be removed and put in the waist bag, making it easier to carry around. I chose to do one of my shoots in a Thai restaurant as the interior best depicts Pakistani street culture and is exactly the ambiance, I was going for with my streetwear collection.