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Economy

malaysian modest fashion brands shape RM5 billion industry

Naelofar, TudungPeople, Ariani and Ameera Zaini have become household names, each building multi-million-ringgit businesses from homegrown modest-fashion lines.

Source: The Rakyat Post · August 21, 2026 at 2:30 PM · AI-assisted report

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malaysian modest fashion brands shape RM5 billion industry
Image: therakyatpost.com

PENANG, 21 AUGUST 2026 —

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Naelofar, TudungPeople, Ariani and Ameera Zaini have become household names, each building multi-million-ringgit businesses from homegrown modest-fashion lines.

Market Impact

Naelofar started in 2014 when celebrity Neelofa turned modest fashion into a lifestyle brand after seeing demand for fashionable hijabs. The label expanded from scarves into ready-to-wear clothing and accessories, riding the wave of social media visibility that made hijab fashion appear both contemporary and aspirational.

TudungPeople began in 2011 when Fazrena Aziz could not find comfortable hijabs that suited different body types. Operating from her parents’ attic in Penang, she pioneered size options that let women choose coverage levels, a feature now standard in the sector. The brand’s scarves later supplied Malaysia Aviation Group’s cabin crew, a milestone that cemented its national footprint.

Ariani, part of the Jakel family’s textile business, traces its origins to earlier premium scarves before evolving into a full modest-fashion house. Co-founder Datin Farah Haryani Muhammad Philip moved from English teaching into entrepreneurship, helping Ariani become a multi-category brand selling hijabs, clothing and menswear across Malaysia.

Ameera Zaini launched in 2012 after Ameera Zaini, a television presenter, noticed the bawal’s potential as a wardrobe staple. Selling printed square scarves online and at bazaars, the brand sold millions of pieces, spreading into Brunei and Singapore and recasting the bawal as a modern, stylish staple.

The four brands illustrate how Malaysia’s modest-fashion industry has grown from functional wear to a RM5 billion segment, according to industry estimates. Social media, celebrity endorsements and product innovation turned once-practical headscarves into fashion statements, creating designers, influencers and boutique networks nationwide.

Related: Penang

Reporting based on The Rakyat Post. Figures and claims are subject to revision as the story develops. DomainFork publishes editorial context, not investment advice — see our editorial standards.