Since our launch, I've noticed something wonderful: women from different backgrounds and various parts of the world are finding SUITS for her.
And then something special happened. I was approached by The Sandy Times, a journalistic lifestyle platform from the United Arab Emirates. The editorial team saw in SUITS for her a story that goes beyond fashion: a story about strength, identity, and women taking their rightful place.
The result? An extensive and exclusive interview with me about my journey with SUITS for her and what modest fashion means to me.
"I genuinely believe that clothing and the way you dress have an enormous impact on how you perform and how others see you. Modest fashion isn't just for one religious group. More and more women are choosing loose, oversized silhouettes. Ultimately, it's about wearing clothes that suit you, not the expectations of others."
– Sarah, founder of SUITS for her
Read the full interview below.
This year, Amsterdam Fashion Week introduced its own modest fashion hub — a space spotlighting a new wave of designers shaping what modest style looks like today. Among them was SUITS for her, a label redefining power dressing for ambitious women. Sana Bun caught up with its founder and creative director, Sarah, to chat about empowering clothes and how modest fashion is evolving in the West.
— Could you tell me a bit about yourself — your background, where you are from, and what led you to where you are today?
— I have a bicultural background: my parents are from Morocco, but I grew up in a village in the south of the Netherlands, Limburg. When I was 24, I chose to wear the hijab. In my environment, it was something to be proud of, and I always received compliments.
I have always been interested in education. So I went to Nijmegen to study the science of education. And during that period, I was one of the few women, who were very ambitious.
— What made you switch from education to fashion? And why suits? Was it something you missed in the modest fashion scene?
— I was 21 when I got my first job. I was very young, while my colleagues were older white men in suits of the highest quality. I was impressed by that, and also wanted to wear a suit because people I saw looked confident and professional in them. So I went searching, but couldn't find suits for women.
Of course, there were Zara, Mango or H&M, but everyone had those and they weren't very sustainable and modest. I kept searching and I asked women in my community — they also kept saying there were no proper suits for women in the Netherlands.
Sometimes I managed to find modest suits or at least made them modest by wearing a large blouse underneath. Having them on gave me a feeling that I can take over the world — I felt very confident, and people around saw this empowerment too.
I truly believe that clothing and the way you dress have an enormous impact on how you perform and how people see you.
— How did SUITS for her start?
— I kept wearing suits daily, and eventually got bored of the suits I had in my closet. I decided to ask some women around me if they had the same struggle and thought maybe I could solve it for all of us. Then one day, a very close friend told me she saw ambition and the power to be an entrepreneur in me and encouraged me to give it a try.
— How did it go?
— I started shaping the vision, goals, creating moodboards, and, suddenly, it all came to life — people from the fashion industry were getting in touch with me on Instagram and LinkedIn. A network of women who were able to help me set up SUITS for her naturally formed. I was 28 when it all began, and one year later I launched the brand, while still working in education.
— Education and fashion seem to be two completely different worlds. How was this transition for you? Which challenges did you face?
— Education is a very traditional field. It is a world behind tech, finance and the creative industries. People there tend to play it safe, while I missed creativity and experimentation in my job. But I had no connections in the creative field, so it made the start a bit difficult. I had no idea where to begin and no knowledge of how to build a fashion brand.
— How many people do you have on your team and how are the roles divided?
— I am responsible for the creative aspect, while my partner — for the backoffice, including finance, supply chain and strategy. I also work with 10 freelancers for design, production, webshop development, content, branding, and PR.
— Many people still associate modest wear with limitations. How does SUITS for her challenge or reinterpret that perception?
— There are many women with hijab that have high-performing jobs. They aren't seen much, but in fact, many women today are reaching the top of their fields.
I started SUITS for her because of my own struggle to find a modest, high-quality suit, but the brand is not only for religious women like me. We highlight this in our campaigns and always show two or more different women — those who wear hijabs and those who don’t.
Our client might not even be conscious of modest fashion — she just loves suits and wants to wear what looks professional and empowers her. I think that is the true power of SUITS for her.
— Do you feel modest fashion is gaining more visibility in the West?
— I do see a shift. In the Western world, modest clothing is becoming more available. Even big brands like Tommy Hilfiger or Dolce & Gabbana which aren't traditionally related to modest fashion release Ramadan collections or choose to work with models who wear hijab. I also feel that the West is opening its doors to welcome the modest fashion world.
— Do you also notice that modest wear is starting to resonate with a broader, non-religious audience? When I entered the presentation of Maison Modeste (the modest fashion hub during Amsterdam Fashion Week 2025), I was surprised to see that not even half of the guests were wearing hijabs.
— That is exactly what I am talking about. Modest fashion isn't just for one religious group — it is really diverse. Women choose loose and oversized silhouettes because they bring comfort to the body.
And I really think women are increasingly looking for clothing that fits their style, not the expectations of others.
— You are receiving interest from Dubai. How did you build an audience so far from the brand’s home base?
— It happened very organically. When you think about modest fashion, you immediately imagine abayas or long dresses. And then there is SUITS for her with oversized suits. It is something new in the modest fashion world, while there are many successful women in the Middle East who are willing to invest in modest, comfortable and sustainable business wear. I guess they just have the same struggles that I used to have, and we solve this problem for them.
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