Modest brand Daska launches collection with Harrods and MyWardrobe HQ

By

Sandra Halliday

Published
Nov 22, 2022

Modest fashion brand Daska is launching an exclusive collection with retail-to-rental brand MyWardrobe HQ and Harrods next month. It's planning a special event at the luxury department store in Knightsbridge.

The launch event is happening on 1 December and the company said it’s “a special milestone for the young brand as they aim to make stylish, modest clothing accessible for everyone”.

Founded only last year by Maryam Khan, Daska aims to drive modest fashion forward with its focus less on traditional designs and towards “new timeless silhouettes, playful patterns, and a bright colour palette”. It also uses “environmentally responsible fabrics”.

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The brand has made an impact in its first year of life with coverage on Vogue, L'Officiel, Cosmopolitan, Harper’s Bazaar, Tatler, Glamour, Refinery29, and in celebrity spacial media posts.

British-Pakistani Khan was raised in London and worked in the property sector but with a family that has worked in fashion for decades, there was a clear connection to the sector.

She said at launch that with modest fashion often being an afterthought, it led to “women adding more layers to their clothing to make them modest as they are unable to find suitable designs online that do not compromise in style”. That’s something she set out to change and exposure in a high-profile store such as Harrods will be a key step on that journey.