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On the Edge

On the Edge

Issue 66 March 2010

The aspiring product designer turned fashion designer, Sarah Elenany, details her unique approach to producing edgy yet modest clothing for the Muslim market.




Sarah Elenany 


As a product designer, Sarah Elenany was always taught the “design for need” philosophy. She applied this when making clothes that both suited her style and covered her in the way she wanted. When people started asking where she got her own clothes from, she realised the wider need for a clothing collection. Her transition from product designer to fashion began and ‘Elenany’ was born.

Elenany’s fashion thrives on the challenge of designing clothing to a specification; approaching clothes as products by designing clothing which is stylish, modest, functional and wearable. Sarah hopes that Elenany clothing “empowers Muslim women” by allowing them to dress modestly whilst being confident in the image conscious world of today.

The message behind the brand is a celebration of Islam, the angular Islamically inspired graphics are bold, strong and unapologetic. Each of her items carries a uniquely designed replicated pattern based on various universal themes, including ‘brotherhood’ and ‘dua’ (prayer).

Elenany’s ultimate goal is for her collection to be loved for their subtle inspiration and ‘cool’ modesty. She hopes ‘Elenany’ will continue to develop appeal for both Muslims and non-Muslims alike.  


Designer Mens Clothing




Words and Styling Fatema Zehra

Photography Steven Lawson



Zaid Al-Atrakchi and Asma Rafiq 


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15 May 13, 20:02

Great style.

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14 Jan 13, 00:28

Stunning liking this one!

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