Fashion Event: Muslimah Fashion by Ariani - 2014 Styles, Siti Nurhaliza collab, New Ambassador.

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All photos taken by point8cam

Ariani, a scarf and veil label, the brainchild of a successful textile company in Malaysia called Jakel have just unveiled (pun not intended) a preview of their latest collection for 2014 last Thursday in a ballroom filled with media and their loyal customers. The hi-tea setting was lavish and inviting, somewhat like a celebration for their success to be shared with the people that have been the backbone for the growth of Ariani - their customers. As I was sitting in the ballroom, probably within the minority of non-hijab wearers, I could see the charm of this label - exciting colours and prints, relevant with modern design and fashion while adhering to the Muslimah expectations, and appreciation of their legion of customers (evident from their 732 000 Facebook followers)

The event started with a welcoming speech and a short video of the behind-the-scenes video of their daily operations and brand history. Ariani uses fabric such as Italian chiffon, Italian lycra and silk with their latest "secret" cut to create a modern finished product that is chic yet modest for the modern Muslim girls. 

Check out these Chic Glam looks of modern Muslim girls as suggested by Ariani:

Ariani also caters to more detailed headscarves - simple and elegant, perfect for special occasions or events that requires more sophisticated looks. In this Glam Exclusive collection, the scarves have lesser prints but the focus is on the styling and fabulous intricate details via patterned beading and encrusted jewels: 

my personal favourite would be this one:

Ariani also revealed three special headscarf designs that are exclusively designed and limited to one each for an impromptu auction during the event. All proceeds would go to charities picked by Ariani and the scarves were auctioned for about RM3500, RM7000 and RM10000 respectively.

One of the biggest highlights of the event was the appearance of a special guest - Dato' Siti Nurhaliza came into the ballroom belting out a song and announced that her collaborative collection with Ariani will be in stores this 21st March 2014. Below is a snippet of what would be on the racks once the collection is available to public this month. 

Also, this event was to bid good-bye to Wardina Safiyyah as their ambassador as she's moving to Australia and to introduce the new face of Ariani - Nurul Syuhada Nurul Ain. 


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