Posted by admin_kas on 2025-10-22 23:17:50 |
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Waris Fayaz
Srinagar, Oct 22: Kashmir’s
homegrown modest fashion brand, USWAH, is set to make its mark on the global
stage after receiving an invitation to the Modest Fashion and Art Trade Show in
Istanbul, scheduled from November 26 to 29, 2025.
The show is set to host 300
global brands, including several Indian designers and outlets that have
received official invitations to showcase their work at IFM Istanbul Expo Centre.
Bilal Ahmed Khan, the founder
of the brand, told news agency Kashmir News Observer (KNO that the journey has
been personal and challenging.
“I had to return home from
Dubai due to my mother’s health. That decision changed my life. I chose to
build something of my own, rooted in our values and identity,” he said.
After returning to Kashmir,
Bilal, a resident of Sangrama Sopore, faced a period of uncertainty. “I
struggled a lot. I found a marketing job that paid Rs 4,500 a month,” he
recalled.
But he and his friends
decided to take a leap of faith and open their first outlet at Sopore.
“Initially, we struggled a lot. We had limited resources and long working
hours, but we were determined,” Bilal said.
Drawing inspiration from
Turkish dressing styles, the team focused on creating contemporary modest wear
with a Kashmiri touch.
In 2025, USWAH received its
first major bridal order. “Without thinking anything, I agreed. I was given
three months to complete it,” Bilal said.
Delivering the order
successfully marked a turning point, establishing USWAH as a recognized name in
the Valley’s fashion industry.
Co-managed by Sheikh
Mudasir Qadir, USWAH now ships globally, excluding Pakistan, with clients in
Qatar, Goa, Hyderabad, Maharashtra and Mumbai, alongside hundreds of deliveries
across Kashmir.
The brand plans to expand
with 10 new outlets in the coming year.
USWAH has also emerged as a
source of livelihood for many. “Our outlet provides jobs to locals and
outsiders. At a time of job crisis in the Valley, we are proud to offer
opportunities in design, tailoring, logistics and sales,” Bilal said.
It is pertinent to mention, the Istanbul trade show will bring together designers and artists from around the world, offering USWAH a platform to showcase modest fashion trends that blend style, sustainability and cultural identity.
“This is not just about us.
It is about showing that Kashmir can produce global brands while staying true
to its culture,” Bilal said. (KNO)