Sarah Elenany ‘frustrated’ with Muslim ‘fashion’
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Sarah Elenany, from Mitcham in Surrey, has developed her new label ‘Elenany’ by drawing inspiration from Islamic art and combining it with contemporary styling.
The 24-year-old launched the label after becoming frustrated with the lack of fashionable clothing that adhered to a Muslim woman’s desire for modesty.
“As a Muslim woman I have always found that the only options for me are the traditional Islamic clothes, or buying high-street brands in sizes too big so that I was covered. There was no compromise.” explained Sarah.
“I started to design and make my own clothes and other Muslims began complementing me on them. That was when I realised there is a real demand for Islamic clothing with a modern edge.”
After graduating from London South Bank University (LSBU) with a degree in Engineering Product Design, Sarah applied for a place on LSBU’s Enterprise Associate Scheme which supports students with entrepreneurial flair.
After completing the course she received a formal academic qualification in the form of an MSc in Enterprise by Learning Contract.
As an Enterprise Associate she successfully applied for £40,000 from The Emerald Fund to create the new collection – which Sarah describes as “relevant to Muslims and non-Muslims alike.”
“I have used bold shapes and vibrant colours, and I expect they will completely turn any preconceptions on their heads. At the same time I think Muslims will appreciate the wit of the designs that borrow from Islamic imagery,” she adds.
Sarah is now in the process of sourcing a manufacturer for her clothes and constructing a website for online orders.