Founder and Designer
PURITY The Hijab Store
Over the past decades, millions of women in predominantly Muslim countries have entered the workforce. Despite the prevailing socio-economic constraints, their progress demonstrates the rewards of quality education and the collective will to challenge the status quo. Being a practising Muslim in the contemporary workplace is a unique experience in itself. Having embraced their faith and tradition in workplaces, Muslim women have given rise to a lucrative industry. The World Market Size of the Modest Fashion Industry (Apparel) is expected to be worth US$ 373 billion in 2022.
Like the rest of the world, the modest fashion industry is set to soar in Bangladesh over the next decade. With increasing demand, the rise of local brands catered to the segment has been inspiring. Owned primarily by female entrepreneurs, home-grown brands are localising modest fashion and eliminating misconceptions about the segment among the aggregate population. Among them, Purity by Nusrat Chowdhury has created a lot of hype in Dhaka’s fashion scene.
“At Purity, we define modest fashion as not being too revealing, and at the same time keeping you effortless chic while comfortably confident in your own skin without relying on your outfits,” says Nusrat.
Born and raised in Bangladesh, Nusrat Chowdhury graduated from Monash University, Australia. Afterwards, her career in the apparel industry began as the director of KS Apparels Ltd. Subsequently, she launched her label Purity The Hijab Store exclusively online in 2010. Over the next decade, Purity has emerged as one of the top modest fashion brands in the country, awarding its first franchise in 2016 and inaugurating the first studio in 2019. In 2021, Nusrat Chowdhury was awarded ‘Best Modest Fashion Designer’ at the Women Leadership Award and EXPO.
OWNED PRIMARILY BY FEMALE ENTREPRENEURS, HOME-GROWN BRANDS ARE LOCALISING MODEST FASHION AND ELIMINATING MISCONCEPTIONS ABOUT THE SEGMENT AMONG THE AGGREGATE POPULATION
Purity’s contemporary concept of modest fashion has been the strength behind its astronomical rise. “Our unique product philosophy has even helped us attract clients across varying religions. It ultimately enabled us to go beyond the horizon and successfully market our products internationally,” Nusrat adds while elaborating on the brand’s ambition. Purity aims to take the concept of modest fashion to the next level in the coming years through its continually evolving product design.