Hello there 🙂
When I started wearing a hijab, I was almost permanently attached to my black scarf and decided to wear it over any outfit. There weren't many fashionable options in the market to suit my taste, so I often felt limited with my creative level when styling and turned to black because it was easy. I loved wearing my hijab, but I was never comfortable in a scarf – it was always too fat, too slippery, or ruined after a wash.
That all changed when I found Vela Scarves, a California-based hijab brand founded by Marwa Atik and her sister Tasneem Atik. Vela designs and makes all scarves in-house and they first caught my eye with their unique designs that included prints and additional details like zippers or ruffles. Marwa eventually moved towards the color palette you see today, and over the past few years I've spotted a variety of girls wearing vela and found girls on social media who are starting to be more concerned with colors and layers in their looks experiment. And 99% of the time they wore Vela.
It's not just the brand's use of color that draws the attention of so many humble dressers. Often sharing style tips on the brand's social media account, Marwa motivates girls to push the limits by layering and styling themselves. Since we at Who What Wear love to report on the most innovative clothing methods, we decided to tap the spirit behind the Hijab brand and inquire about their tips for modest dressing, as well as behind the scenes of their design process and campaign styling . Read on to hear what the Los Angeles-based designer has to say.
At the start of Vela:
“I started Vela in the design spectrum for the first time. So think of a lot of ruffles, zippers and things that were more complicated and had never been done before. They are from 2009. There was no scarf that appealed to hijabi women today. Scarves are no longer what. " It used to be just pashmina scarves. Now if you go to a store like Nordstrom you can find scarves when it was still a mission. Vela started in an organic way, I was in school and I was sketching when I should have focused on class. My friend caught me sketching and told me I had to make it a reality. It's no secret that you are a minority group with Cheat Syndrome, but I listened and went to downtown LA. I picked fabrics, sewed them with my aunt and they were an instant hit in my community. I saw a niche in the market and filled it by creating pieces through my appreciation for fashion and making a place in the industry. "
About the design process:
"When it comes to designing, we first forecast trends. The Vela girl is very fashionable and conscious, so we make sure to dye the latest trend for the season. So if you buy a new outfit, you already own a scarf that goes with it. When we have an idea of the colors we want, I always start with the concept that it has to match your face. A hijab has to be one of the most important parts of your wardrobe. and I want that Color complements every skin tone so a girl can dress it up and feel good too. Undertones are so important in this. I go through so many sampling stages until we get the perfect color with the right tones because I want to get the perfect color for everyone Finding a shade that goes with different skin tones. Every scarf is hand-dyed, and I'll be bothering my team until we get it right. "
“When it comes to printed scarves, we're very technical and like to think about where the pattern is measured on a girl's face. We want it to be as effortless and seamless as possible. We also like to think about how we can innovate and head for the future of fashion that is constantly evolving.This is exactly the case with the scarf we created, the zip-edged scarf, and continues to this day, like our Vela Hoop, which is known as An accessory for fashion is viewed scarf in a way that you can tie in different ways. "
About styling campaigns:
"I don't think people understand how much goes into a campaign because it's all a message. Marketing is very visual and people will translate what they see into the brand's message. We're not a cookie cutter and try es Push yourself forward with each campaign and think about how we can empower women next. We want to take a scarf and make it more three dimensional and let it tell a deeper story because the scarf is not just a product, it goes on. that the campaign is paying more attention to the women wearing the scarves. I also know that the stereotype of a Muslim woman is Arabic and I wanted to change that and show that there is not a single Muslim woman or Vela customer who exists . "
"Pair a tall boot with a midi skirt or dress, or one simple hack I love is wearing tube socks with sneakers. We always have the one skirt we want to wear, but it's a few inches away to to meet our humility requirements. This is a simple solution. "
"I love to keep outfits streamlined by keeping my layers at a similar length. For example, I'll keep my cardigan the same length as the dress underneath."
"To add a jewelry look, I like to decorate with the Vela Hoop, our 'scarf jewelry' that holds your scarf in place and also creates new swaddling options."
"When I want to cover up my top, I love to wrap a square silk scarf around my top."
Next: I am a modest chest of drawers – this is how I master the tricky art of layering