Amelia Haft

Amelia Haft

COURSE: Fashion Business & Promotion 2017




Fashion > Values OR Values > Fashion. Do they have to be mutually exclusive?
NOYA is an online retailer that provides modest clothing from high street brands, aiming to increase the accessibility of modest fashion
Through both personal experience and research, it has become apparent that there is a large gap in the market with regards to modesty in the fashion industry. Over the past 10 years, the UK demographic has drastically changed, which is underlined by the recent census that claims that there has been an 80% increase in Muslims in the UK.

Therefore, through acknowledging that most people do not believe that modesty and fashion can be associated, NOYA was fashioned. NOYA aims to eliminate societal stereotypes with regards to modesty and fashion, and portray a new perception that shows how modesty can follow the trends of fast fashion. NOYA have handpicked high street products, in order to provide a one-stop online retailer, where a modest and millennial market will be able to shop with ease. NOYA have also developed a Subscription service, in order to keep their consumer base up to date with recent trends, and making accessing modest fashion simple. A key feature for NOYA is making their consumers feel confident. NOYA’s desire is to craft modest women’s self-confidence by taking them out of their comfort zones, and pushing colourful boundaries.

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