AAB targets global expansion

Contemporary modest fashion brand AAB is targeting an aggressive global expansion over the next few years, following a demand for its modest clothing collections desired by Muslim women both domestically and internationally.

The fashion brand launched its second UK store of 2015 this month in the 260 million pound Westfield Bradford, making it the first independent fashion label in its sector to open a store in a mainstream shopping centre. The opening, adds to its debut boutique in London’s East Shopping Centre earlier this year.

The Westfield Bradford store spans 2,500 square foot and will house its full collection of products including modest clothing, abayas, hijabs and accessories, as well as introduce its new range of winter coats. The store will sit alongside household fashion brands including Superdry, H&M, Next, Topshop, Topman, New Look, Schuh, and River Island.

“Bringing AAB to Westfield is an indicator of how rapidly we are expanding as a fashion brand and business,” said Nazmin Alim, creative director and founder of AAB. “We believe that over the years we have changed perceptions of modest fashion with the creativity and imagination we bring to our collections and are seen as pioneers in this sector.”

AAB opens second UK store in Westfield Bradford

Alim added: “Following the huge success of our London store, the aim is to continue this expansion globally in our target markets with new boutique stores across the major cities in the UK with further stores planned in London and Birmingham including a presence in department stores. Dubai, Malaysia and Turkey will also be our first international stores very soon.”

AAB was founded in 2007 in London and has become synonymous for creating original design pieces using its own in-house designers taking inspiration from global fashion trends. Its client base covers the UK and extends to the US, Canada, Malaysia, Indonesia and the Middle East.

According to its research, modest fashion is one of the fastest growing sectors in the industry with some estimates valuing the UK market at around 100 million pounds annually.

Modest fashion has been a target in recent years for designer brands, with labels including Hermes, Aramis, and Estée Lauder targeted this sector with exclusive collections inspired by the Middle East. In addition, H&M recently launched its first advert showing a Muslim model in a hijab, while British department store House of Fraser started stocking sporty hijabs in June this year.

Images: AAB