Tash’s Boutique: Modest in fashion, runway in style

When we hear the term modest clothing, what often comes to mind is the burkha. The garment has long symbolised modesty in women's fashion but has rarely seen much innovation. For years, women who preferred modest wear had little choice beyond traditional attire.

In recent times, however, a gradual shift has begun. Designers around the world are redefining what modest fashion means: bringing style, luxury and cultural identity to the forefront.

One of them is Tashkia Azmi, a Bristol-based fashion designer of Bangladeshi origin who recently showcased her label, Tash's Boutique, at Modest Fashion Wave London, a platform celebrating modest and inclusive style.

In an interview with The Business Standard, Tashkia recalled a winding journey that began far from the runway. Born in Bangladesh, she built her early career in London's hospitality industry. 

"I worked in some of the most luxurious hotels in London for nearly 15 years," shared the designer. "I was mainly involved in pre-opening projects at the senior management level, helping launch some of the city's most iconic hotels."

But like many others, her career took an unexpected turn during the pandemic.

"When Covid-19 hit, I lost my job. Around the same time, I suffered facial paralysis. Everything changed very suddenly," she said.

After relocating to Bristol with her husband and giving birth to her son, she began to contemplate her future. Returning to her previous role was no longer possible with a child, so she needed to rethink her career and find a new direction.

That new direction came during a holiday trip to Bangladesh.

"I went for a holiday with my one-year-old son and started exploring the modest fashion scene there," she explained. "At first, I didn't have a concrete plan, but I knew I wanted to do something in clothing that aligned with my values and lifestyle."

What began as a small idea soon gained momentum. "We sourced some beautiful designs and materials, and I found incredibly talented people willing to work with me," said Tashkia. "When I came back with my first collection, it sold out in just two weeks — all through social media."

Drawing on her corporate background, Tashkia applied the same branding strategies she once used in luxury hotels to her new fashion label. 

"I didn't just want to sell clothes; I wanted to build a brand with recognition," she explained. That focus on branding and authenticity quickly paid off — television interviews followed, and her story resonated with many women balancing motherhood and entrepreneurship.

"Bristol isn't a big fashion city," she said, "but I stepped out of my comfort zone, looked after my baby, and still managed to grow something meaningful. I didn't plan to go viral, but people connected with my story."

Her design process reflects both her South Asian roots and her modest fashion vision.

"It's a combination of Bangladesh and Istanbul," she said. "I sketch my vision, even if roughly, and work closely with artisans abroad. We don't buy wholesale — we go straight to manufacturing so I can oversee everything from fabric selection to production."

Tash's Boutique focuses on creating contemporary modestwear — from co-ord sets and kaftans to abayas and evening pieces suitable for weddings and formal gatherings. "A lot of people still assume modest wear means black and shapeless," she said. "But modest fashion can be elegant, colourful and modern. It's about dressing with dignity, not restriction."

Her collections often draw inspiration from the seasons and the materials available. "Recently, we've focused on tones like neutrals and greens with subtle florals — timeless, versatile looks," she added.

Beyond her own brand, Tashkia wanted to create a community for like-minded designers. That vision led to Modest Fashion Wave London, a platform she co-founded to celebrate women-led modest fashion businesses. The event, held earlier this year, featured several brands, a 250-person audience, and 15 runway segments — all highlighting female creativity.

Tashkia's idea was to bring women together.

"Every brand that participated was female-founded — from clothing and jewellery to perfumes and accessories. We wanted to showcase everything that forms part of a woman's lifestyle — all by women, for women."

Her experience in event management helped her execute the show with professionalism and flair. "Working 15 years in the hospitality and events industry really helped," she said. "We had an incredible team — from choreographers to PR specialists — all believing in the same vision."

Her mission, however, goes beyond fashion shows. "I started with zero resources," she reflected. "So I understand how difficult it is for women to start from scratch. My goal is to use this platform to support upcoming female entrepreneurs."

She and her business partner, Amina Rashid, now plan to expand Modest Fashion Wave London into a mentorship network. "Next year, we hope to grant three small businesses the opportunity to showcase their collections for free," said Tashkia. "We'll also guide them through branding and launching — something I'm really passionate about."

Founder of Modest Fashion Wave London and Tash's Boutique, Tashkia Azmi, with her Business Partner Amina Rashid.

Her customer base reflects the universal appeal of modest fashion. "Our customers range from 25 to 60 years old," she said. "We have women in their fifties and sixties who wear our pieces because they feel elegant and comfortable."

For now, Tash's Boutique operates online and ships internationally to the United States, Australia and across Europe. "We don't have a physical shop yet, but we have a warehouse and a strong online base," she said. "Eventually, I'd love to have a pop-up boutique in Bangladesh during festive seasons."

From losing her job during the pandemic to leading a growing fashion brand, Tashkia never stopped believing in herself or in the work she does.

"It's not easy," she admitted. "Being a mum, running a business, doing everything yourself — it's a challenge. But it's also deeply fulfilling when you see something you've built from scratch take shape."

Through Tash's Boutique and Modest Fashion Wave London, Tashkia Azmi is helping to break stereotypes about what modest fashion looks like today — redefining it as a space of creativity, empowerment and modern identity.