Muslim trailblazer and former fashion model Halima Aden has been named as Modanisa’s first-ever global brand ambassador. The world’s largest modest fashion retailer has signed an exclusive two year agreement with Aden, who will lend her face, name, and creativity to Modanisa’s marketing efforts around the world, and also design two new collections.
One of the most famous Muslims on the planet, Aden’s new role for Modanisa marks her return to fashion ten months after quitting the industry to avoid having to compromise her religious beliefs. Her new partnership with Modanisa, which specialises in affordable ready-to-wear apparel forMuslim women, avoids many of the challenges she faced while working with other organisations.
Speaking about her new position, Aden said: “I’m so excited to be working with Modanisa. They have been an ever-present in my career: my first modest fashion catwalk, my first collection, and now my first global fashion role, all with Modanisa. They share my faith and values, and fully respect my choices as a Muslim woman. I’m coming home."
Since catapulting to fame in a Modanisa burkini at an American beauty pageant in 2016, Aden has regularly modelled for the brand, from strutting down the runway at Modanisa’s Modest Fashion Weeks in London, Istanbul and Dubai, to appearing in multiple promo campaigns. In 2019, the Somali-American cover girl turned designer in collaboration with Modanisa, producing a collection of 47 headscarves that sold out in weeks.
Samim Surel, Modanisa’s Vice-President of Marketing and Brand said about the collaboration: “We’re thrilled to have Halima Aden back working with Modanisa. She is an icon of our times, who embodies perfectly the values of our brand: smart, stylish, and passionate, wanting to live her best life without abandoning her religious beliefs. Like our customers, Halima is proud of her Muslim heritage, and seeks a harmonic blend between Islamic traditions and modernity. Her creative energy and positive connection with young Muslim women from all backgrounds will be a fantastic asset for us as we drive forward with our global plans."
Aden will visit the company’s Istanbul headquarters later this month to start work on her collection of shawls, which will be on sale early next year. She will also help unveil the brand’s new slogan on 14 September. The event will double up as a celebration of the innovative e-commerce platform’s tenth anniversary.
A pioneering business from its inception, Modanisa.com is Turkey’s first ready-to-wear shopping website. It was launched in March 2011 to cater to Muslim women after affordable, fashionable clothing with greater coverage of their bodies, in line with their Islamic beliefs on modesty. The demand for garments with longer hemlines and sleeves, that are non-transparent and with higher necklines and a looser fit has been phenomenal, generating rapid growth for the retailer.
Today, Modanisa ships to tens of millions of customers in over 140 countries and is Turkey’s e-commerce exports champion. Its sights are now firmly set on increasing market share in the Middle East and Malaysia, while also expanding its presence in the UK, Africa, Europe and North America.
First established in 2011, Modanisa.com is Turkey’s first online clothes portal and the world’s original modest fashion brand. The retailer has garnered global interest in its business and the burgeoning modest fashion sector with its numerous innovations, including the Modest Fashion Week concept that debuted in Istanbul in 2016.
Each month, the global modest fashion platform receives 20 million visitors and dispatches orders to customers in over 140 countries. The award-winning business currently supports 1,000 brands and designers, which between them supply over 100,000 products ranging from casual wear to evening dresses, sports and swimwear, and fashion accessories.