From Ayah to London

Jakarta, 3 March 2025. In an ever-evolving global fashion landscape, modest fashion has grown beyond a trend—it has become a form of expression, identity, and the representation of deeper values. This year marks an important milestone for TAZA as we showcase our work at the London Muslim Shopping Festival (LMSF) 2025. Through our latest collection, The Unfeigned, we celebrate the beauty of syar’i modest wear and re-affirm our vision of bringing Indonesian modest fashion to the international stage.

At our private event in Jakarta, TAZA Exclusive Gathering: Unveiling The Unfeigned Collection – From Ayah to London, our Founder, Ashila Ramadhani, shared, “Stepping into the London Muslim Shopping Festival 2025 was a major decision and a turning point in bringing this brand to a wider audience. Honestly, I had many doubts at first. I thought London might already have materials similar to what we use. But to my surprise, our latest collection, The Unfeigned, received such positive feedback! Many said TAZA’s fabrics felt different, unique, and unlike anything they had encountered elsewhere before.”

With a strong identity and premium materials, TAZA successfully captured the attention of a global audience. “There is a market for this, the segment exists, and even more exciting—their taste aligns with our vision. This proves that syar’i fashion can stand on the world stage, and TAZA is ready to be part of that journey,” Shila continued.

The gathering in Jakarta brought together key stakeholders in the fashion ecosystem, including government representatives, the modest fashion community, and media. Speakers included Yuke Sri Rahayu, Deputy for Creativity, Culture, and Design at the Ministry of Creative Economy, and Robi Apriyadi, Head of Department 11: Student and Youth Development from MES DK Jakarta.

The warm and enthusiastic response affirmed TAZA’s strong potential in the global market. Yuke Sri Rahayu added, “TAZA’s participation in the London Muslim Shopping Festival 2025 demonstrates that Indonesia’s modest fashion industry is highly competitive on an international level. With continuous creativity and product quality, local brands like TAZA have the potential to grow even further and be widely recognized abroad. We hope this step inspires other industry players to keep innovating and expanding their reach.” 

The Philosophy Behind The Unfeigned – A Tribute to a Father

The Unfeigned is a collection that redefines simplicity. Its foundation is sincerity—a genuine intention to design pieces that are not only beautiful but also meaningful, bringing women closer to their natural fitrah.

“The Unfeigned was born from a deeply personal journey for me and my sister. Its main inspiration comes from our father, رحمـه الله, who taught us the value of sincerity. The word unfeigned means genuine—pure and honest—reflecting the principles we have carried since establishing TAZA: creating pieces that hold both quality and meaning. We believe anything crafted with sincerity will always reach the hearts of our customers.”

The theme From Ayah to London represents a journey filled with memories. Our late father was one of our greatest supporters and the most excited to see TAZA take this step toward London. His values—sincerity, hard work, and courage—are ‘stitched’ into every design in this collection. “Through The Unfeigned Collection, TAZA shows how modest fashion can advance through innovation while remaining true to Islamic principles. MES sees this collection as a successful blend of three essential elements: the uniqueness of Indonesian culture, syar’i modesty, and modern aesthetics that resonate with the global market,” added Robi Apriyadi, MES DK Jakarta, Head of Department 11: Student and Youth Development.

Comprising 18 designs, including one special and exclusive edition, The Unfeigned presents a harmony of elegance, comfort, and meaning. The collection will be released in three waves on 5, 10, and 15 March 2025. More than a series of modest wear, The Unfeigned stands as a symbol of TAZA’s journey and a heartfelt tribute to the values left by our late father.