Truly Muslimah Blog


sofearose singapore

Perhaps you’re surprised or impressed that Sofearose has taken the Muslimah fashion by storm, so click here to see what all the fuss is about.

The Muslimah fashion market is very dynamic, and we’re always down to dissect all the different fashion trends for the ladies. Sofearose is no new name to the market, but if you somehow haven’t heard of it and are having a mild case of FOMO, don’t sweat it because we’re here to tell you all about it.

Sofearose: How It Started

The story all goes back to Muhammad Zaki and Farrah Aina, who launched the famous Sofearose in 2014, and let us just tell you, it’s had quite the glow up since then.

With a big dream and little knowledge of the industry, they shifted careers from pharmacy to fashion, Muslimah fashion, in particular. This was a bold move considering that Malaysia is one of the leading non-western forces in Muslimah fashion, so to say that the market is highly competitive would be an understatement.

After some hits and many misses, Omnilytics came through and aided Sofearose in understanding the market needs with real-time data. Thanks to those insights, they were able to determine the right trending colors, fabrics, styles, and silhouettes.

To demonstrate, Farrah Aina, the creative director of Sofearose, says: “With Omnilytics, I’m not only able to accurately identify uptrending styles that I can incorporate immediately, but also dive deeper into important granularity. I can see best-selling colors, fabrics, silhouettes – it gives me a clearer idea of where to channel my focus on.” 

Moreover, this helped Sofearose conjure a proper pricing strategy, making it accessible to its customers at all times and not just during sales. 


Sofearose: How It’s Going

The much-needed insights into the market and its implications bring us here today, where Sofearose collections often sell out within days, hours, and even minutes. Not to mention, Sofearose doesn’t produce scarves and shawls exclusively anymore.

Instead, it has delved into Ready-to-Wear (RTW), which is challenging with silhouettes, fit, and cutting. Therefore, not only hijabis can shop from Sofearose but also anyone looking for modest wear. They offer wide tops and pants with the most gorgeous patterns (polka dots, stripes, and more) and vibrant colors and pastels, such as pink, mustard, and peach.

The brand is versatile, designing everything from long shawls to square scarves and instant hijabs. And their Ophelia series-long shawl collection seems to be in trend now. Therefore, when we consider Sofearose’s extensive knowledge of what works in terms of patterns, shades, designs, and prints, its popularity comes as no surprise.

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Final Thoughts

Ultimately, the secret lies in Sofearose’s knowledge of the inner workings of the market, making it possible for them to choose the trendiest patterns, designs, colors, fabrics, and silhouettes.

We always appreciate a good success story that starts with a dream and a couple of mishaps, especially when it means we get to enjoy the beautiful scarves, shawls, and RTW designs that Sofearose offers.

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