Finally! An (affordable) platform for hijabistas will provide the opportunity for most Malaysian modest women to dress confidently and stylishly


WITH or without the vaccines, just remember that it is only wise to adhere to the standard operating procedures that have been prescribed by the World Health Organisation to reduce chances of contracting the Covid-19 virus and its variants.

Even if you’re among the luckier individuals who have been inoculated, just continue to avoid the 3Cs (crowded places, confined places and close conversations) and practice the 3Ws (wear, wash and warn).

Shopping? Well, you might just be used to online shopping by now, which could perhaps suppress the need to go out.

After all, way before the pandemic started, Malaysians had been among the top online shoppers.

A study from Global Web Index stated that Malaysians spend more on online shopping compared to other South-East Asian countries.

More than 26 million Malaysians use the Internet and 80% of them (between the ages of 16 and 64) are online shoppers.

In 2019, Malaysians’ e-commerce spending grew by 24% and the total Malaysian e-commerce revenue across all product categories was US$1.31 billion (RM5.29 billion). The figures are expected to rise to US$2.53 billion by 2022.

One of the top categories for online shopping is beauty and fashion. With 61.3% of the population being Muslims, modest fashion is certainly at the top of the game, and Malaysian Muslim women aren’t afraid to take out their wallets and spend on luxury hijab brands.

For instance, using imported Japanese textiles and glimmering Swarovski crystals, Bawal Exclusive’s most expensive hijab was sold at RM50,000!

It was actually custom-made for the Hari Raya season and bought in 2019.

With these impressive combinations, it’s no surprise that Malaysia was chosen to be the first South-East Asian country to launch

According to CEO Kerim Türe, it is currently “the only dedicated online modest fashion platform in the world”.

The Turkish modest e-commerce platform was launched during Mother’s Day in 2011 and offers over 75,000 products of the latest trends to their customers, all made by Turkish designers and vendors.

Now, is available in 140 countries and in five languages, which are Turkish, Arabic, English, French and German.

The brand also owns private labels including Tuva, Benin, Refka, Tavin and Alia. turns 10 this year, and what better way to mark this amazing milestone than with a grand debut in Malaysia via a virtual catwalk and some exciting discounts being offered to Malaysia’s online shoppers,” he said.

The modest fashion e-commerce website was launched late last year, marked with a catwalk showcasing Modanisa’s timeless fashion pieces through a virtual modest fashion show — modelled by Malaysian hijabistas and key opinion leaders like Mira Filzah, Iman Troye, Dahlia Rizal, Fatin Noraishah Shafika and Kasha.

Modest Fashion for All

Türe is determined to capture the Malaysian market by offering stylish modest fashion clothing line that exudes fun and elegance to discerning and fashion-conscious Muslim and non-Muslim women opting for a stylish and trendy look without having to compromise modesty.

“What makes attractive is its accessibility. Without the hassle and back-breaking task of running in and out of retail outlets to put together their dream wardrobe,’s customers can shop with ease from anywhere using the Modanisa app with instant access to 75,000 products from a comprehensive yet growing list of 850 global brands.”

The website offers a wide range of products and covers seven product categories, including general women’s clothing, evening wear, plus size clothing, sportswear and swimwear.

It also includes a variety of hijabs such as scarfs and bonnets, as well as accessories. hopes to drive modest fashion to become even more mainstream and affordable.

“We hope that in time, this platform will provide the opportunity for most Malaysian modest women to dress confidently and stylishly without worrying about breaking their bank accounts,” said Türe.

With a wide selection of affordable contemporary, high quality, timeless and sophisticated pieces, the platform is able to reach middle-class modest fashionistas and hijabistas. is also keeping an eye on trendy millennials since industry trends suggest that this generation is keen to make fashion statements while staying true to their modest principles.

“Our products combine traditional elements and fashion forwardness. Within our product offerings, modest fashion clothing items for women need to meet the criteria of covering the body and limbs, and innovativeness with unique styles and cuts that are trendy and chic,” Türe said.

He said young Muslim millennials no longer consider modest wear as old-fashioned.

A Diplomatic Opportunity

Turkish Independent Industrialists’ Businessmen’s Association (MÜSİAD Malaysia) deputy chairman Mustafa Aydemir believes that’s launch in Malaysia would also improve diplomatic ties between Turkey and Malaysia.

“Our countries’ diplomatic relations date back to 1964, while our trade relationship began sometime in the 1990s which was strengthened further with the establishment of the Turkey-Malaysia Business Council in 1995,” he said.

He said, subsequently, economic and trade relations also gained momentum at the turn of the millennium.

“In 2014, leaders of both governments inked a joint declaration on a strategic partnership, recognising the progress made since the establishment of diplomatic ties and the depth of political and economic, and cultural ties between the two countries,” Aydemir said.

According to Aydemir, Turkey’s foreign direct investment (FDI) in Malaysia in 2015 stood at US$127 million and the figure is likely to breach the US$200 million mark.

Therefore, he found it a welcoming sight for to become a forerunner of online modest fashion retail space here.

“For our part, MÜSİAD Malaysia is ready to provide the necessary support needed to help boost the industry’s bid to mainstream online modest fashion retail in Malaysia and South-East Asia.

“We hope that in time, Modanisa. com will be a trailblazer for other Turkish brands to enter the Malaysian market,” Aydemir said.

Turkey is growing quickly in Islamic economics, and their historical background enables the country to have the potential to lead in the area.

“With on board — not entirely a ‘new kid on the block’, we are confident of making headway in this path.”’s entry into the Malaysian market is certainly timely as it presents the golden opportunity for Malaysian and Turkish fashion industry leaders to exchange ideas and collaborate to find innovative solutions to boost the modest fashion and e-commerce sectors.

Fashion Needs to Stay Alive

Kuala Lumpur Fashion Week (KLFW) founder Andrew Tan believes that in this current pandemic, industries need to synergise and be cohesive in order to thrive.

“Fashion is a matter of interest. If people quickly lose interest, the industry will eventually cease to exist. When it comes to modest fashion, Malaysian women are certainly regarded as trendsetters in their own right,” he said.

Tan believes that fashion is another extension of people’s personality as it also facilitates self-expression.

“It is important for those working in the fashion industry to sustain customer interest and effectively demonstrate that fashion has the power to enhance one’s confidence, ignite dreams, exude joy and stir the imagination of every individual,” he added.

Tan said it’s also necessary for industry players to actively engage consumers by constantly offering new styles and products.

Modest fashion has an important role to play when it comes to staying connected in the global arena.

He said’s decision to penetrate the South-East Asian market via Malaysia is a milestone that will provide a significant boost to the online modest fashion place.

“Thanks to, Malaysian women can now afford more options with global flair via its app and website. It is a much needed, positive step towards innovation for the fashion industry,” he said.

Tan said Malaysia is no stranger to the global modest fashion industry, having had both KLFW and homegrown designers being featured by international platforms like London Modest Fashion Week.

He said can now play a bigger role in organising Modest Fashion Week in Dubai, London and Jakarta.

“I can certainly see a lot of potential for collaboration between our two organisations when it comes to future events.

“Just as supports Turkish’s fashion designers taking them to the global stage, KLFW, too, supports homegrown Malaysian talent, and is constantly seeking collaboration with international designers, brands, and platforms,” Tan said.

The current mutual goal is to keep fashion relevant even during the pandemic.

“Together, KLFW and can become pivotal players in a global market,” he said.