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Embracing individuality through Islamic fashion

Ameera Zaini, Retail

Made by Ameera Zaini

Ameera Zaini is no stranger to fashion. As a young girl, she would borrow scarves from her mum’s hijab collection and add her own personal twist to the garment. Today, she’s turned that passion project into a successful global business.

Ameera began her career as a travelogue TV show host. It was through her travels across Europe and Asia that she discovered Muslim communities everywhere have their own unique identity. This inspired her to create her own line of scarves—an original take on the traditional Tudung Bawal—to represent the hijab community in Malaysia.

The brand’s signature style is inspired by the ‘wanita Melayu’—a simple and conservative look that can be styled in multiple ways. Propelled by the success of the scarves, Ameera Zaini now also offers a collection of ready-to-wear clothes.

At the heart of her business lies a strong desire to craft beautiful pieces that appeal to self-confident, fashionable women who constantly work to improve themselves and take pride in Malay culture.

Ameera has loved fashion ever since she was a young girl
She has turned her passion project into a successful global business
Ameera applies her learnings in life to her designs

Loved by the World

From the very beginning,  Ameera imagined the Ameera Zaini clothing brand going global, but knew she had to first focus on the domestic market, given the challenges of geographical expansion. As business grew, she learned she had a major fan following, especially amongst students in Europe, Australia and Japan. Offers soon started streaming in from businesses across borders interested in carrying her products. To date, 100 resellers from Singapore and Brunei stock Ameera Zaini, with interest pouring in from other countries.

Having worked with different people and cultures first-hand, she’s able to apply her learnings to her designs, particularly with the colours, fabric and motifs. When launching a collection in fall or winter, she even designs for the season so that Malaysians traveling abroad can wear her clothes and stay fashionably relevant, even though her home country only has one season year-round.

Reaching customers in other countries has been a moving experience for Ameera. One memory that continues to inspire her is a chance encounter with a cancer patient who was wearing an Ameera Zaini scarf in London. The two women became friends, and the customer often posted pictures on Instagram modelling her designed hijabs. She succumbed to her illness over time, but became a huge source of inspiration for Ameera Zaini’s Women Collection.

That unique bond showed Ameera just how much her work can touch the lives of Muslim women across different corners of the world, empowering them to express their individuality.

She designed an original take on the traditional “tudung bawal”
Beautifully crafted for the self-confident, fashionable Malay woman

Connected by Facebook

Since the early days, Ameera used Facebook and Instagram to market her designs, posting pictures and OOTDs featuring the Tudung Bawal. The positive reactions to those posts gave Ameera the confidence she needed to continue growing her business.

The hijab designer also uses social media to respond to queries, interact with customers and share information about her craft.

Ameera is on a quest not only to make her brand the leading Tudung Bawal brand in Malaysia, but also to expand into new markets. To her, Facebook and Instagram act like virtual shops that help connect her with important customers. Her advertising efforts on the platforms have helped impact purchases, with offline event ads even leading to products being sold out.

Today, she credits Facebook and Instagram with elevating her brand onto the world stage.