First locally produced modest fashion boutique opens its doors in South Africa

South Africa’s first locally produced modest fashion industry opened its doors on 01 April 2019 much to the delight of women who enjoy being fully covered yet fashionable.

Gadija Khan Designs, owned by Gadija Khan, started off as a home-based store eight years ago and then progressed to an online store last year. The new boutique aims to give women who love modest wear clothing, a unique shopping experience with limited – often exclusive – quantities of artisanal designs including scarves and jewellery.

“It is often so difficult and frustrating to find modest clothing that looks good, is practical and comfortable. With this boutique, I offer women the opportunity to shop in an elegant setting, with designs that are of limited quantity, the best quality and made for their comfort,” said Khan.

Gadija Khan is the daughter of a dressmaker. Khan pursued a career in fashion design working in a retail shop floor as an in-store fashion stylist. She was quickly promoted to Store Manager and then Textile Manager. Excited as she was by the fast pace of life, motherhood proved to be a greater pull.

“I left my corporate career when I realised I wanted more time for my two daughters, making memories and milestones with them,” Khan said.

“Then I remembered the excitement of selling the handbags I made at High School and started to feel inspired to return to the world of entrepreneurship and fashion but this time self-employed and with the flexibility to work when it suited me. I had the best of both worlds: motherhood and family time combined with owning a creative fashion design business,” she continued.

Khan was inspired by her mother’s flare in her fashion business. As she watched her, she learnt to sew, understood design, and appreciated how best to work with clients.

She became the first designer to produce modest wear clothing in South Africa and soon became a household name in Cape Town and Johannesburg.

“For me, modest clothing is a lifestyle choice and a movement. I aim to create beautiful, fashionable clothes that look and feel good to wear,” Khan explains.

“Our patterns consider and take note of the uniquely beautiful shape of South African women. An easy fit and complementing style adds to their comfort and flattery. My designs have a relaxed silhouette, a higher neckline, a longer hemline and full-length sleeves.”

The new boutique can be found at Shop 74, Kenilworth Shopping Centre, Kenilworth, Cape Town.