Drawn by the modern fashion scene in Rome during her studies, Dubai-based Jordanian designer Lara Ali, fell in love with clothing that stood out. This passion led her to explore the world of fashion design. Starting with designing her own clothes to getting an education in the field, she launched her own luxury ready-to-wear label in 2019. Lara’s journey is not just inspiring but also trailblazing, as she was one of the first women in the Middle East to make modest fashion as modern and trendy as today’s mainstream fashion. Her creations not only respond to a personal need but also fulfil a broader desire for unique style without compromising on modest sensibilities. In each design, Ali strikes a balance, offering a fusion of modern flair and modesty, marking a noteworthy shift in the landscape of today’s modest fashion scene.
Take us through a typical day in your design studio. How do you come up with ideas for a new collection, and where do you draw inspiration from?
My designs are all about the fusion of modern and modest. I take a lot of inspiration from clothing pieces that might be revealing, making them suitable for modest women with a twist of culture. It could be anything, like a blazer or even a crop top. I firmly believe that any piece of clothing is what you make of it; it can be worn in both modest and immodest ways. It’s all about how you design and style it that makes the real difference. I also have deep admiration for nature and different fabrics; my designs are very often inspired by the fresh colours of nature or the softness of a fabric. Lara Ali brand’s slogan is “Modestly shine, all day long,” so I always try to design pieces that can be dressed up or down; you can wear them for a fancy night out or a casual brunch.
What sets Lara Ali Brand apart from other fashion brands?
My brand is all about my own experiences and the struggle to find clothes that blend my love for statement-making pieces with modesty, keeping my finger on the pulse of all the latest trends. What makes this brand unique is that it’s for everyone—women who want to keep it modest but still stay on trend. With Lara Ali, you can discover that perfect mix of modern and modest, something I always wished for but had trouble finding. I aim to empower today’s modest women by providing them with the confidence and comfort to be their true selves.
What messages or stories do you aim to tell through your brand?
We, as women, have the power to achieve anything; we have the power to empower ourselves and each other. Modesty doesn’t restrict us from living up to our full potential. Contrary to stereotypes, hijabi and modest women are just as capable and talented as other women.
As an entrepreneur, have you faced any challenges in the modest fashion industry? And how did you overcome them?
Definitely, people are confused between modesty and modernity out there; they always categorise me as a hijabi fashion designer, but I’m not a hijabi fashion designer; I am a modest fashion designer. My designs are for every woman who would like to be elegant, trendy, and stylish, regardless of whether she wears a hijab or not. I always try to overcome this challenge by clarifying my vision through my designs and how I present them, both online and offline.
How have you observed trends in the modest fashion market evolving?
I’ve noticed a positive shift in the modest fashion scene. More brands are recognising the demand for modest clothing and are being more inclusive. For instance, during Ramadan, a lot of women here prefer wearing abayas. Even high-end labels are now launching special collections for Ramadan to meet this demand. It’s clear that the market is growing and becoming more open to diverse styles. Fashion-wise, some of my favourite trends include denim on denim, silver accessories, Keffiyeh-inspired pieces, and monochromatic colour combinations.
How do you stay attuned to your target audience’s preferences?
I love pushing the boundaries and being innovative as a fashion designer. I feel a responsibility to set new trends and be a trendsetter. My audience looks to me for something different, not just another design that’s already out there on the market. It’s about creating fresh and unique styles that stand out.
What can the fashion industry do to better promote modest fashion?
I believe the fashion industry has a crucial role in dispelling misconceptions and breaking the stigma around modest women. I remember an Italian lady once saying to me, “Lara, when we see a modest woman wearing a hijab or covering up, it might seem like her husband forced it or she lacks confidence in her appearance.” This misconception comes from the misrepresentation or lack of representation of modest women in fashion publications, brands, and media. It’s a shared responsibility for all of us to change that narrative and showcase that modest women are just as capable and independent as anyone else.
What are your aspirations for the future of your brand?
I’d like to have a sub-brand for clothing that is more suitable for daily wear, and one of my aspirations is also to contribute to Miss Continental, Miss World and Miss Universe to represent Arab culture and the Middle Eastern region.
What advice would you give to young, aspiring modest fashion designers?
Stick to the idea that you have in mind and have unwavering faith in it. You will always find other opportunities along the way, but if you have a dream and a vision, don’t lose sight of that. Be true to your identity and your brand’s DNA.
Any final thoughts or messages you’d like to share with our readers?
Be open to every style and trend; be daring, be liberated, be independent, have confidence in yourself, and never compromise your individuality for anything. When you value yourself, others will respect and believe in you. Always embody your aspirations and stand firm in what you believe.
