Asos launches modest wear label Iyal

E-commerce giant Asos is expanding its presence in modest wear with the launch of the dedicated label_ Iyal.

The brand is debuting with a collection of 64 styles spanning occasion wear_ tailoring and everyday pieces. This includes ruffled or caped dresses_ coordinated sets_ skirt suits_ and matching hijabs in both plain and statement prints.

A colour palette of neutrals that sit alongside corals_ orange and cobalt blue tones intend to align with Eid celebrations while maintaining wearability and a seasonless appeal.

In a statement_ Asos_ brands director_ Shazeem Malik_ expressed excitement over Iyal_s debut_ adding: “The brand brings a fresh_ trend-focused approach to modest dressing_ with pieces that are both stylish and contemporary.

“Its launch builds on our momentum in bringing exciting international labels to Asos and further strengthens our global brand mix.”

Asos_ venture further into the realm of modest fashion comes as the category continues to experience notable growth. According to Dinar Standard_ the market is expected to reach 433 billion dollars by 2028_ driven by increased recognition from major fashion weeks_ international department stores and luxury retailers.