By: Mae Cornes
Aisha Hossain has chosen an entirely different rhythm that values depth over spectacle and meaning over momentum in an industry defined by seasonal urgency and algorithmic demands. The founder of SELHAYA, Britain’s first luxury abaya maison, has altered modest fashion by treating each garment as cultural preservation and contemporary art.
Hossain, who received a 2025 Global Recognition Award for her artistic accomplishments, represents a new generation of designers who see traditional constraints not as limitations but as catalysts for innovation. Her journey from a government policy advisor to fashion entrepreneur reflects the analytical precision she brings to an industry often criticized for lacking substance.
Before creating SELHAYA, Hossain spent nearly a decade as a UK Government advisor to Ministers, specializing in commercial policy after earning a First-Class BSc in Economics. This foundation in systematic thinking now underpins her design philosophy, which she has reinforced through further studies in luxury and sustainable fashion, including Milan Fashion Campus, Università Bocconi, and soon Central Saint Martins.
Cultural Innovation Through Traditional Form
Hossain’s approach to the abaya challenges conventional fashion industry practices through what she describes as “heirloom designs” that honor heritage while elevating its timeless silhouette without chasing trends. Her hand-painted motifs are translated into silk linings, embroidery, and fabric detailing, creating what fashion critics have recognized as garments that function as wearable art and cultural statements.
The Waves of Light capsule collection demonstrates this methodology, featuring designs drawn from global landscapes including Kyoto, Sabi Sands, and Santorini. Each geographical influence informs specific design elements, creating cohesive storytelling through textile art. This technique has placed Hossain as a practitioner of emotional design, where garments serve as vessels for cultural narrative and personal identity expression.
Her commitment to fabric quality reflects this philosophical approach. SELHAYA uses exclusively pure silks and linen, materials chosen for their thermoregulating and hypoallergenic properties. “We spend so much on face creams, serums, and treatments. But then we wear synthetics on our skin. Why not treat our body with the same respect?” Hossain told Grazia Magazine.
International Recognition and Cultural Bridge-Building
The fashion industry’s recognition of Hossain’s work extends beyond regional recognition to international platforms. Features in Harper’s Bazaar Arabia, British Vogue, and Grazia Middle East, as well as upcoming publications in Tatler and Vanity Fair, demonstrate the global fashion community’s recognition of her unique artistic vision.
Royal recognition came through her involvement at the “Sustainability Meets Elegance” event in Abu Dhabi, held to celebrate Emirati Women’s Day and initiated by Dr. Soumia Benamar, the founder and CEO of this visionary project.
This landmark event — the first of its kind both locally and regionally — marked the launch of the first edition of the “International Sustainable Fashion Runway.” Selhaya had the privilege of attending the opening showcase under the esteemed patronage and presence of Her Highness Dr. Sheikha Shamma Bint Mohammed Bin Khaled Al Nahyan.
The event resulted in a certificate of appreciation acknowledging Hossain’s role in preserving and reinterpreting traditional garments for contemporary audiences. This cross-cultural impact places her work as a bridge between conventional craftsmanship and contemporary artistic expression.
The maison’s selection for prestigious fashion weeks, including Paris Fashion Week 2026, Jakarta, and Istanbul, occurred within SELHAYA’s first year of operation. Her designs also appeared at the 82nd Venice Film Festival, worn by a fashion producer from the MENA region, further building her international presence.
Business Model as Cultural Statement
SELHAYA operates through a registry system where garments are created only after client registration, preventing waste while ensuring each piece finds its intended owner. This approach reflects Hossain’s broader philosophy of slow fashion, prioritizing sustainability and intentionality over mass production.
The business model incorporates philanthropy as a structural element rather than a marketing strategy. Five percent of every sale supports orphan care globally, embedded quietly into operations without campaigns or announcements. “I didn’t create Selhaya to impress. I built it to care,” Hossain explained to Grazia.
This integration of social responsibility with luxury fashion reflects Hossain’s view of the abaya as more than a religious garment, placing it as a symbol of identity, history, and feminine strength that exceeds cultural boundaries while maintaining spiritual significance.
Through her methodical approach to design, strategic international positioning, and commitment to cultural preservation, Aisha Hossain has built more than a fashion house; she has developed a new paradigm where traditional values and contemporary innovation converge to create lasting cultural impact.
