LFW: Mimpikita S/S’16: The Hijab Wearing Sisters Challenging Fashion Stereotypes

The three sisters behind Mimpikita, the fashion brand which has made them Malaysia’s answer to (a modest version of) the Kardashians, headed to London this week this season, on a mission to solidify a presence in the UK fashion market. Debuting their collection on the catwalk at London Fashion Week on 20th September, Mimpikita are already creating a buzz with a couple of London boutiques as stockists and pending talks with ASOS. At home in Kuala Lumpur, they have two stores of their own, a seven figure turnover and a social media following in excess of 120,000. What is interesting about the Zulkifli sisters, is that they wear hijabs as do some of their models.

Their fashion however, is for everyone, and having experienced resistance from some of Asia’s fashion industry’s most powerful media against featuring models with hijabs on their pages unless it was shot or targeted at a Muslim orientated audience, the sister are keen to be embraced for their fashion savvy and appeal to women universally. With the argument for ethnic diversity in fashion having been discussed widely, there is another facet to the debate which Mimpikita are keen to bring to the fore. “Running a business and leading a company is a struggle that I’m sure we share with women from all walks of life. Islam is all about balance and moderation, and for my sisters and I, it’s all about removing the old ideologies and stereotypes that prevent us from it all.” says Mira.

Melanie Stockman

Click here to visit the Mimpikita website.