FEB. 21, 2014

Newcomer brand questionnaire / Nur Zahra

Nur Zahra

Brand / Designer

Windri Widiesta Dhari


Women’s / Clothing, Accessories, Scarves, Head Bands and Veils

Brand information / About the designer

―What inspired you to become a fashion designer? Describe developments leading up to the brand launch.

The luminous light of NurZahra portrayed my life and my spiritual journey. It was all started to accomplish a simple mission: provides options for woman to stay covered in sophisticated style, liberates fashion aspiration from strict and rigid conventional Moslem styling.

Reflected on my own experience, once I decided to wear hijab five years ago I felt the frustration in finding casual Moslem wear. Not only the options are limited, but also material used is heavy and styling is rather dull and monotone. Hence, I preferred fashion items that simply loose and long from any common brand that modest enough to wear as her Hijab. This where I start to eclectically pick and choose fashion items inspired by fashion style from Malayan Peninsula to Middle East stretched all the way to Turkey and Egypt.

―What is the brand’s concept? What do you want to communicate through fashion designing? What are the images of men and women you want to project?

The brand features vast arrays of items, mostly providing basic products for those wearing hijab, but not exclusive to. By expanding its market outreach to the non-Hijab community, NurZahra aspired to promote modesty in ladies wear by providing comfortable and versatile fashion pieces.
Aspired to be the light of inspiration, NurZahra expand its reach to fashion lovers outside Moslem community. Its strength lies in NurZahra spirit of universality. As it originally dedicated for Moslem woman who opts to stay covered, NurZahra’s cutting signature is straight, loose and long. However, even though it leans to traditional Moslem’s silhouette, but NurZahra design is modern, elegance, and sophisticated. NurZahra also emphasize on comfort, which makes its pieces light, airy and simple to be used by anyone.
NurZahra adopted rich and aesthetic pattern of Islamic art and geometric design. Using Shibori coloring techniques (special Japanese tie-dye), NurZahra creates basic canvas for its creation. These patterns then blend with Indonesian traditional batik process. Adding hint of Batik touch to the collection was an easy decision for NurZahra, as it symbolizes classic royal heritage of Indonesia. NurZahra Batiks were made with high craftsmanship by empowering women in rural villages of Java, a process that also serves its social spirit.

As it positioned to be premium brand in fashion, NurZahra is committed not only to apply high craftsmanship production techniques but also strictly use the finest quality of material. The usage of light and airy organic cotton-voile is to ensure comfort of each of its clothing items, whereas crepe-silk used in its exquisite scarf is a warrant of exclusivity.
NurZahra also commits to be environmentally cautious by using some organic material. Only natural colors made from plant are used in NurZahra signature collection; the signature dark blue is made from indigo plant (tarum), its earthy and warm yellow is extracted from Morinda tree, while the opaque green is gotten from the trunk of mahogany tree. These efforts is not only embracing eco friendly process in the production of its batik, but also adds on the exclusivity as all products only produce in limited edition.

NurZahra is developed for woman in their mid twenties to mid forties who new to Hijab, those who already wear one but need a simple and comfortable yet sophisticated outfit, or an active woman that simply wants a modest and comfortable outfit, but still stays stylish and modern. It targets an active middle-to-upper class urban/ cosmopolitan woman that lives in the city, read fashion magazine and follow the latest trend in fashion. This type of psychographic is usually active in social media, and therefore, socially and environmentally cautious. NurZahra is a solution for their wardrobe dilemma by providing comfortable and stylish fashion items, and offering elegance collection with style variation. These characteristics are portrayed in the label’s tagline: be chic, covered and conscious.

―What is your source of inspiration in creating fashion? What is your process of developing a design concept?

Inspiration are portrayed in the label’s tagline: be chic, covered and conscious. It started with the messages behind NurZahra design that is universal: it’s modern, sophisticated, and eco-friendly. These should easily relate to every fashion lover, not only to Moslem woman who decided to cover herself. NurZahra spirit of universality also echoed by bringing in Eastern European styling, an area that rarely explored by Moslem’s fashion designer”
Also the name “NurZahra” was taken from Arabic’s ‘Nur’ which means ‘light’ and ‘Zahra’ which means ‘luminous’. The words ‘Zahra’ also inspired from the Moslem’s iconic woman of Fathima Zahra, the daughter of Prophet Mohammed.

Every design and prints inspired from nature patterns or islamic arts must relate and represent all of the above, therefore each piece must bring the luminious light for every women who wear it.

Nurzahra is consistent to its position as premium fashion-wear that embrace environmental friendly material and process. NurZahra adopted a modern, simple and sophisticated design, which is well accepted not only by Moslem woman who decided to be covered but also general fashion lovers.

―Who are your current stockists (areas, retail formats, etc.)? Describe the typical followers of your brand.

Stockist in Indonesia:
Jakarta: Metro Department Store Pondok Indah Mall, Pacific Place, Gandaria City.
Coming soon stockist in Solo and Makasar.

Stockist in Kuala Lumpur, Malaysia :
EILIYA Boutique
No 9176, Jalan Negara, Taman Melawati, 53100, Selangor, Malaysia.
Tel 03-41012024

NurZahra Followers: active middle-to-upper class urban/ cosmopolitan woman that lives in the city, read fashion magazine and follow the latest trend in fashion. Active in social media, socially and environmentally cautious.

―Which brands, designers, styles and cultures have had the most impact on your fashion designing, and why?

Very inspired with designs by Giorgio Armani, Max Mara, Valentino, Haider Ackerman. Universal cultures mostly influenced my design, since I like things that is simple, classy but yet ethnic patterns from around the world.

About 2014-15 A/W collection

―Why have you chosen Tokyo (or MBFWT) as the venue for presenting your collection?

Our design and prints using batik and shibori technique are very universal and by participating in MBFWT this will be the next step to introduce the brand globally. Showing to the world that modest design is very universal and can be adopted in a modern, simple and sophisticated design, which is well accepted not only by Moslem woman who decided to be covered but also general fashion lovers.

―What is the concept / image for your brand’s 2014-15 A/W season?

The title of the collection is “Layers of Fidelity” , captures the realistic vs digital as the main trend for AW 2014.
The idea of layers that will be symbolizing the way of the clothing going to be wear. The faithfulness and etheral virtue will be also showing in the fidelity theme although it’s more raw and realistic as we aim to engage more urban women audience.

―What is your vision for your show / installation?

NurZahra Fall Winter 2014 collection is inspire by the idea of how people this days exploring the idea of realism that was hidden beneath layers, celebrate the blur gap between what is real and digital world.

The presentation will visualize the idea of real and how digital dissecting the real.


―What are your brand’s future outlook and goal for 2014?

Nurzahra is ready to expand its market and lead the way to global fashion spotlight. Adding more channel of the distributions in Asia and Europe.


―What does Tokyo represent for you?

A city full of life, modern and very rich in culture. Very inspiring

―Which parts / sites of Tokyo do you like most? Why?

takeshita street, lots of fashion boutiques very inspiring.

Go to Top