Creating a wardrobe for women today is by no means an easy task. For the majority of our week, outfits often have to balance professionalism whilst showcasing our individuality, and creating looks that do both while being versatile for weekend use is any brand’s goal. Cue NAAYIB, a label on a mission to deliver sophisticated clothes for women who love an elegant and modest aesthetic. “I wanted to create a modern uniform that would work across all facets of a woman's life; from professional to family and leisure, but with modesty as its design brief,” explains Shanara Matin, creative director of the fashion brand. “This design philosophy runs through every piece we create.”

Shanara's design inspiration draws upon her mixed heritage and her modern needs. “NAAYIB London brings together different parts of my cultural and faith heritage, an expression of British Islam and being British Bangladeshi," shares Shanara. "All the separates are designed to pair with ease; reducing layering which often happens when you try to build a modest outfit. Practicality and functionality are also key, so things like pockets are essential!

Before launching NAAYIB London, most of Shanara’s career had been in the public and not-for-profit sectors, and is a key influence in how she wanted to approach her brand. “I really enjoyed the pro-social essence of it, but not the struggle to find funding streams to support important and even essential work, so we created the Better Futures initiative as a part of the business model from the outset, where a portion of the profits is donated to the Doorstep Learning Project," Shanara tells us.  "This is a project of the UK Bangladesh Education Trust which is a charity that works on tackling child labour.  The project provides basic education to young girls working in domestic settings to help them back into schooling or better vocational training.” Shanara hopes that “business in general will get better at distributing the benefits and profits from the amazing creativity that goes into private enterprise, and for NAAYIB London to explore how that can be done in ways that respect the limited resources that we have in the world, and still support people and communities involved in creating the products.”

You’ll find cool neutrals sitting alongside pops of mustard and cherry colour-blocking, and printed floral pieces that layer beautifully or stand alone, making their latest collection of poised pieces just right for the new spring season. “Ultimately, NAAYIB is about those key staples,” says Shanara. “I would describe our signature style as understated and elegant; the NAAYIB woman lives purposefully, enjoys a modest aesthetic and detailing in clothes that are as much for her attention as anyone else.”

Shop NAAYIB London here.

We styled Xelia in three versatile outfits for today’s WFH lifestyle – watch Composed Momentum now and shop the pieces below.

Photography by Phill Taylor
Videography by Rafa Yuste
Styling by Carmen Bellot
Hair and Make-up by Lillie Lindh
Model: Xelia at MiLK Management
Music by Thomas A. Campbell

Tags: NAAYIB , SS21 , editorial