London-based modest fashion label Aab, has launched in collaboration with Debenhams. The brand that gained international recognition since unveiling its first collection in 2007, launched this week in seven Debenhams stores across the UAE, Kuwait, KSA and Bahrain, with more launches planned across the region later in the year.
After finding it increasingly difficult to shop for fashionable clothing that bridged her religious views with her busy lifestyle, London-born Muslim Nazmin Alim founded fashion label Aab. The brand has hit the spot for many style-savvy ladies seeking conservative yet practical wardrobe essentials, propelling Aab almost immediately to the forefront in the modest clothing sector across the globe.
The brand offers an elegant range of clothing, with pieces including hoodies, turtleneck slips, kimonos and cover up jumpsuits, as well as a variety of hijabs and abayas for every occasion. The brand creates luxurious yet street style inspired clothing for the everyday woman, whether she's always on the go, a stay-at-home mother or a university student.
Aab's items are lightweight and airy and perfect for the Middle East climate. Every piece is carefully hand finished, with full attention to detail, ensuring each item of clothing is delivered with the highest of quality.
"We started Aab almost a decade ago as a label that not only redefined modest fashion, but also one that catered for everyday modern wardrobe staples that were thoughtfully designed with the highest quality," says Alim, who is also the brand's Creative Director. "We couldn't be happier to continue our journey through our partnership with Debenhams, which has led us into the Middle East, where a large proportion of our customers originate from."
Jeanette Whithear, Debenhams' Trading Director International, adds, "We are delighted to introduce the Aab range to our international stores. Adding the high quality fashion range to our product mix enables us to offer collections that are highly relevant to both our international and domestic customers. We are now a step closer to creating a product offering that caters for our broader customer needs."