When Sumeha Mehaboob Qasim founded Aquillora, she set out to redefine modest fashion. The Oman-born Indian entrepreneur, a mother of four with a Master’s degree in Computer Application, spent 15 years in fashion and interior design before taking the leap to establish her own brand in 2017.
Her goal was to bridge the gap between tradition and modernity, creating modestwear that speaks to both heritage and contemporary aesthetics. “It was an inner calling, a vague yet powerful desire to create something that stood as a statement and symbol for something higher than material satisfaction,” Sumeha tells Villa 88.
At its core, Aquillora is for women who embrace courage, ambition, and the pursuit of their dreams, values deeply embedded in Sumeha’s own journey. “I have always had a passion to create a brand that strives to tell the story of women’s strength,” she explains. “It’s not really about ‘who’ the woman is, but ‘what’ the woman who wears Aquillora believes in.”
Designed and produced locally in Muscat, Aquillora’s modest designs begin with the traditional abaya at the core. This has today developed into something far beyond traditional wear, as the brand’s silhouettes give new life to the abaya, merging it with contemporary style that can appeal to a global audience.
“My previous experience in fashion and interior design instilled a sense of creativity in me that I wanted to continue to channel while disrupting something that is already available in a novel way,” Sumeha says. “Every collection begins with a unique concept, which is a story told through clothes.”
The latest collection, Elemental Essence, for example, focuses on the four elements – Aera, Ignia, Aqua and Terra – merging flowing pastels with striking metallic accents, pearl embellishments, and tassel details. “It’s an artistic representation of how the four fundamental natural elements also mirror something in our souls – fascinatingly similar but intriguingly different, symbolising in their own ways the natural forces that exist within ourselves,” Sumeha explains. The pastel tones and flowing materials of the collection’s designs reflect nature’s elements with a romantic yet striking appearance. The brand has worked with metallic threads, pearl embellishment and tassel details to bring a contemporary twist to traditional silhouettes.
While Sumeha doesn’t sketch her collections herself, she remains deeply involved in the creative process, guiding the narrative behind each piece. “A great artist can be inspired by the simplest of things, and we believe true inspiration can come from anywhere,” she shares. “The inspiration stems from our inner selves – our journey to courage and following our dreams. While designing our collection, this is brought to life by the elements surrounding us. Anything from architecture to nature all plays a role while designing and sketching.”
With a conceptual design approach, each collection is very different and doesn’t follow trends. Evolving organically, each allows the brand to innovate in ways that set it apart.
“This allows us to experiment and innovate in ways that others may not be able to think of,” Sumeha shares. “It is a constant learning process and continuously evolves with every new collection we come out with.”
The founder is closely supported by Aquillora’s creative director, Maiyasa Moosa Al Noofli, who leads the design process alongside her. Together, they are driving the brand forward with a bold vision for modest fashion.
“Today, the world of modest fashion is a bold one that is willing to experiment and innovate, unlike any other form of fashion. It is eager to make its mark on the big world, which can only be a positive thing,” says Sumeha.
Yet, as the modest fashion industry expands, so do the challenges. “Our biggest challenge is ensuring that Aquillora stays on top of everyone’s minds,” Sumeha admits. “We’re dedicated to showcasing our brand, our story, our collection, and our quality to women across the world.”
“As the industry continues to grow, so does the number of options,” she concludes. “At Aquillora, our aim is to stay steadfast to our vision and present it across all channels.”
Visit aquillora.com and follow @aquillora on Instagram
