Two Singapore brands are bringing their flair to Dubai Modest Fashion Week 2019

Two Singapore brands are bringing their flair to Dubai Modest Fashion Week 2019

Two Singapore brands are bringing their flair to Dubai Modest Fashion Week 2019
Dubai Modest Fashion Week.


The Dubai Modest Fashion Week 2019 (DMFW) is all set to bring together labels from across the world, and joining the show this time are two brands from Singapore, Adrianna Yariqa and Emma Melissa Apparel. Both have seen growing popularity in the island nation as well as neighbouring Malaysia.

Established in 2013 by Muhammad Sufiyan Yahya and Nurlida Yusof, Adrianna Yariqa started its business by selling through social media platforms. Today, it has a strong follower base – about 50,000 followers on Instagram - and its own thriving online store as well.

“When we first started out, Facebook and Instagram were the only means of our sales. We took orders personally on the phone. As our orders increased, we managed to set up our own website. We also sent our supplies to the Malaysian e-commerce platform, Fashion Valet, to introduce our designs to Malaysian consumers,” Nurlida, co-founder and designer of the brand told My Salaam.

Both Adrianna Yariqa and Emma Melissa Apparel work to bring new and trendy silhouettes and designs to modest apparel.

Nurlida Yusof

Nurilda Yusof, co-founder Adrianna Yariqa. Pic: Instagram


During the DMFW, which starts on March 7 and continues till March 9, showcasing modest-fashion designers from over 26 countries, Adrianna Yariqa will display designs based on traditional Malay clothing. Emma Melissa will be showcasing its “calmer and elegant” earth tone collection, which is a departure from its usual palette of bright colours.

"At DMFW we will introduce our designs, mostly Malay traditional clothing, as we need some brand recognition amongst Middle Eastern consumers," Nurlida said, adding, "We understand that Middle Eastern consumers love black, so most of our clothes will be black but in different designs and patterns.”

"By exploring different markets, Emma Melissa can diversify its product line to cater to a wider market and not limit itself to Singapore’s already-saturated modest fashion market. Ultimately, we plan to grow and prosper,” Emma Melissa who owns the brand, said.

Emma started her eponymous brand in 2018, creating designs in soft, breathable linen for Singapore’s climate, which goes from hot to hotter through the year.

Emma Melissa

Emma Melissa founder Emma Melissa. Pic: Instagram


“We pride ourselves in using hand-sourced quality linen, providing a line of stylish and breathable modest wear. Our customers find our clothing comfortable, especially in warmer climates. Like many others, we want to provide our Muslim sisters with fashionable and beautiful modest wear,” said Emma.

She started as a small business that only sold during fairs, but as demand grew, she moved towards online platforms and considered making the brand international. “Last year, we participated in the Muslim Lifestyle Expo in Manchester, and it gave us a global exposure. We received encouraging response and feedback, and it has spurred us on,” she said.

Having started with a more conventional route of selling at fairs, Emma Melissa Apparel has now taken most of its marketing efforts online, with its Instagram account offering regular updates on its products. Emma also looks at collaborations with other designers as a means of growing her network.

“I recently collaborated with Sheiqha, a modest-turban headwear brand. Such collaborations allow us to expand our network by meeting new people and growing our existing list of contacts. We are also investing time to develop and define Emma Melissa's brand story further. We believe that consumers are more open to connecting with a brand with an engaging story, not just a good line of products,” Emma said.

On the other hand, Adrianna Yariqa started with the unconventional route of social media but has taken to more conventional means of marketing and brand building.

“We collaborate and engage with both Singaporean and Malaysian celebrities in our projects and photoshoots to further market our brand. Besides online sales, we set up pop-up stores. We plan to collaborate with international businesses and individuals to expand our brand beyond the region. In addition, we want to undertake more corporate social responsibilities projects by tying up with government officials both in Singapore and Malaysia,” Nurlida said.

(Writing by Savitha Venugopal; editing by Seban Scaria

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