London South Bank University designer Sarah Elenany says there is a lack of fashionable clothing that meets Islamic cultural requirements so she has launched an eponymous clothing line that unites urban chic with Islamic culture. Elenany, 24, calls her new label ‘Elenany’ and says she has drawn inspiration from Islamic art and combined it with contemporary styling for a truly innovative brand.
“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 Elenany. “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. Upon completion of the course she received a formal academic qualification in the form of an MSc in Enterprise by Learning Contract.
Sarah Elenany
As an Enterprise Associate she has 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.”
The mainstay of the Elenany range is knee-length dresses and outerwear – with a focus on a cut that flatters the wearer without hugging their contours. The Elenany graphics are a key theme which Sarah believes reflect the joy of the culture.
Sarah is now in the process of sourcing a manufacturer for her clothes and constructing a website for online orders.
