Meet the Founder

As-salamu alaykum (السلام عليكم), and welcome.

I’m Afroja, founder of NEOMODEST. I’m building a London-based modest fashion brand with a simple ambition: to offer contemporary clothing with character, while creating meaningful connections between the people who wear, make and work in modest fashion.

For me, modest dressing leaves room for individuality. That is the starting point for NEOMODEST, and the idea behind our words, Experience Modest Fashion.

The experience I bring

My route into fashion has not been a conventional one. My professional background spans legal research, estate planning, public service and fintech consultancy. Alongside my creative work, these roles have given me experience of working with people, handling sensitive matters and paying attention to detail.

I am also the founder of Codicil and an accredited Estate Planning Advisor, qualified to advise individuals and families in England and Wales on Wills, Trusts and Lasting Powers of Attorney.

My experience includes trainee-lawyer and court work with law firms, service as an officer with the UK Ministry of Justice supporting vulnerable clients, and more than six years as a freelance legal researcher. Through fintech sales consultancy, I have also undertaken data-compliance and anti-money-laundering training.

These are different disciplines, but they inform the way I approach NEOMODEST. I believe in clear communication, thoughtful decisions and earning trust through what a business does, not simply what it promises.

A considered approach to modest fashion

NEOMODEST brings together abayas, modest dresses, occasionwear, co-ords and separates. As a London brand working with Turkish designers and small-volume production, we bring together different perspectives on contemporary modest style.

My focus is on building a collection with a clear point of view, rather than trying to offer everything. I want women to find pieces that feel right for their lives and personal style, with honest information to help them choose.

Creativity, with a practical interest in technology

My creative work has also taken me into 3D and digital fashion, AI, blockchain, metaverse and NFT fashion. In June 2024, my work in this space was featured in Times Square.

You can explore NEOMODEST’s digital fashion on DRESSX. It is another side of the brand, and part of my continuing interest in how clothing can be experienced beyond a traditional product photograph.

That curiosity also informs our exploration of AI-powered Try-On. My interest is in where these tools can be useful: giving people another way to explore a look, experiment with styling and engage with fashion. Technology should support the experience, not distract from the clothes or replace clear product details and sizing information.

My vision for NEOMODEST

I want NEOMODEST to become a trusted name in contemporary modest fashion, known for its clothing, its openness to new ideas and the relationships it builds.

That means growing the collection thoughtfully, developing our Turkish designer collaborations and making the online shopping experience more informative and personal. It also means building connections beyond the store.

I am developing a global networking community for fashion and modest-fashion professionals. Through online networking events, my aim is to bring designers, founders, stylists, photographers, models, retailers and other creatives together to exchange ideas and build professional relationships across borders.

I also share the brand through TikTok, including live conversations, product showcases and behind-the-scenes moments. Those conversations give me a chance to listen as well as share what we are working on.

This is a business I am still building. Some ideas are already taking shape; others will develop with time. I want to be clear about that distinction, and to grow NEOMODEST with care rather than make promises ahead of the work.

A personal welcome

Whether you are here to find something to wear, explore digital fashion or connect with our community, thank you for taking the time to get to know NEOMODEST.

My hope is to build a brand people return to, not just for the clothes, but because they feel understood and value the way we work.

Afroja
Founder, NEOMODEST London

Experience Modest Fashion.