Clear Defendable Territory
The fashion brand that’s empowering women every day

Stylish, beautiful hijabs are more than fashion. They’re about freedom of choice. They’re about helping women to achieve their goals, and to feel confident and empowered while they do.

Malaysian superstar Neelofa – actress, presenter, entrepreneur, model and influencer – has been pushing boundaries for the best part of a decade. As the first woman in Malaysia to present a national, primetime TV show wearing a hijab, she received major backlash and was almost dropped by the channel. Fast forward a couple of years to 2017, and she’s listed on Forbes 30 under 30 Asia. And more recently, she came over to London looking for our help to grow her designer hijab range Naelofar into a global brand.

We headed over to Malaysia to understand the market and the business, interviewing customers and working with her team to develop a strong positioning and strategy for the brand. We created portfolio architecture, visual and verbal identity, tone of voice, product branding and packaging, social media guidelines and store interior concepts.

Choose to wear it your way

Today, Naelofar is sold in more than 37 countries around the world, and new product launches selling out in less than 24 hours. Both the products and the brand challenge the perceptions of modest wear. Vibrant modern patterns on traditional clothing brings a fresh, modern look that inspire confidence in the women who wear them. The brand’s strong, single-minded identity and attitudinal voice reflects Neelofa herself and all that she’s achieved.

Now, women around the world no longer have to choose between tradition and modern style.