A Mitcham entrepeneur has launched a revolutionary fashion label offering cutting edge fashion for Muslim women.

The new brand has just revealed its first collection. Designer Sarah Elenany said that her own experiences as a Muslim convinced her that the business could be a winner.

“Being a frustrated shopper myself, I know it’s been difficult to find things that reflect what I want,” she said.

The 24-year-old has designed her own clothes for years, and with encouragement from her friends is set to launch them as a brand called Elenany.

The clothes feature contemporary graphics and prints inspired by Muslim culture, and are created with Muslim standards of discretion and modesty in mind.

The designer admitted that launching her own label was a bold step - particularly during a recession.

“It’s a new market, so there’s nothing for me to go on apart from my gut instincts,” she said. But she added that her research showed there was a huge interested in fashionable clothes for Britain’s young Muslim women."

The business is supported by South Bank University, where Miss Elenany studied for degrees in product design and enterprise.

She is currently running the entire label herself - although, as interest in it grows, she is hoping to recruit more staff and expand the brand.

Miss Elenany is set to officially launch her Spring and Summer collection at a party in Brick Lane at the end of April, when she will also unveil a website selling the clothes. Her designs include dresses, hoodies and raincoats.

To see more from the collection visit elenany.co.uk.

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