Malaysian-owned Hijup UK made its debut in London’s modest fashion scene at the recent London Eid Festival.

Participating in the year’s largest international modest fashion showcase coincided with the launch of the Hijup UK online store.

Hijup UK will follow this up with the opening of its first brick-and-mortar concept store and a fleet of mobile stores in London to make modest fashion more accessible to women.

At the London Eid Festival, the fast-fashion and lifestyle brand showed off its latest collection by Indonesian designers Dian Pelangi, Vivi Zubedi, Jenahara and Ria Miranda and displayed its range of clothing and scarves in mobile stores set up on site.

Along with its own brands handpicked from popular designers from Indonesia, Malaysia, Australia, the UAE, US and the UK, Hijup UK will be retailing popular and versatile Aidijuma hijabs and luxury modest fashion labels carried by Haute Elan.

The company says it will adopt the online-to-offline business model in the UK, complementing e-commerce with personal retail experiences in both concept and mobile stores to provide a seamless experience for consumers wherever they are.

Hijup UK is owned by Hijup, the world’s first Islamic fashion e-commerce and modest fashion brand, and Aidijuma Colors Group of Companies from Malaysia.

“Hijup UK will be the first modest-retail group to create retail revolution through the online merging offline platform which includes the breakthrough concept of having a mobile store to complement the consumer shopping experience,” said Norjuma Habib Mohamed, founder and CEO of Aidijuma Colors Group, which holds the majority stake in Hijup UK.

“We have a clear vision and that is to bring fashionable modest wear to women wherever they are, through multiple retail platforms and at competitive prices.

“There is a growing market for modest wear and we are making it even more accessible and mainstream in more and more markets to cater for the needs of women while developing the brand,” added Norjuma.