The fashion scene in London is exciting as the highly anticipated Nike abayas, a groundbreaking collaboration between modest streetwear brand Saeedah Haque and Nike London, made their debut and promptly sold out.
The Saeedah Haque brand, known for its avant-garde ready-to-wear collections, has redefined the traditional abaya into versatile pieces that merge modesty, sport, and urban aesthetics.
The visionary behind the label, Saeedah Haque, a self-taught designer, brought her talent to the global stage with her debut runway presentation in partnership with VFiles New York for SS21. Complementing this was a visual campaign that celebrated Muslim women in sports and urban exploration, according to the “Egyptian Streets” website.
Her creative endeavors and commitment to reshaping the portrayal of Muslim identity through her designs have earned her recognition in American Vogue, Vogue Arabia, Grazia, Complex, and Dazed publications.
The collaboration with Nike London marks a significant milestone in Haque’s career and is a dream realized for both Haque and the broader community.
“If you’ve been following my journey here, you’ll know I pitched my hoodie abaya to them [–Nike–] before launching my brand,” Haque shared in an Instagram reel announcing the collaboration with Nike London.
“This is a dream come true and something our community has needed for so long. I hope this opens the door for more sports representation,” Haque expressed.
The exclusive Nike abayas can currently be found at the Nike Town store in London. Haque has revealed plans for an upcoming launch in Paris in response to the recent abaya ban in French schools, naturally leading to speculation about potential strategies for international expansion.
This effort to push boundaries and redefine the intersections of fashion, culture, and identity can stimulate transformations even within Egypt’s fashion scene, prompting brands to embrace and integrate more options for modest sportswear.
Just as the Nike Burkini triggered the emergence of various local burkini brands, this collection of Nike’s modest sportswear could spark a parallel surge in local brands specializing in modest activewear.
Attiva, an Egyptian local brand founded in 2021, has already carved a niche in modest sportswear. Yet, the paradox is evident: international recognition and representation from major brands like Nike have an over-proportional power to normalize and embrace specific non-mainstream styles.
