Stitched in Lahore.Worn in London.
Abayas, embroidered three-piece suits and everyday modest wear — cut to your measurements by the same tailors, whether the parcel is going to Johar Town or Small Heath.
Free stitching to your measurements UK delivery in 5–7 days Pakistan delivery in 2–4 days Pay in PKR or GBP
Modest wear that fits the life you actually live
Most of our customers are doing the school run, a nine-to-five, a wedding season and a flight home — sometimes in the same month. Every decision we make is about that.
Fabric picked for two climates
Breathable lawn and cotton-silk for Lahore summers; lined wool-blends and heavier crepe for British winters. Each piece says which it is made for.
Stitched to your measurements
Send seven numbers once and we keep them on file. Sleeve length, shirt length and trouser cut are yours to choose at no extra cost.
Coverage you don't have to fix
Opaque linings, full-length sleeves and shirts cut below the hip as standard. Nothing needs a slip underneath or a safety pin on the day.
One brand, two addresses
Dispatch from Lahore for Pakistan, from our Birmingham partner for the UK. No customs surprises, no six-week wait, returns accepted in both countries.
Four collections, cut from the same standard
Small batches, released four times a year. When a colourway sells out we don't reprint it — the next drop is already on the table.
Abayas & outerwear
Open-front and closed abayas in matte crepe and wool-blend, with wide sleeves that stay put when you raise your hands.
PKR 14,500 – 38,000 · £42 – £110
Embroidered three-piece
Shirt, trouser and dupatta. Hand-embroidered necklines and borders, finished in Lahore and priced without the boutique markup.
PKR 9,800 – 95,000 · £28 – £270
Everyday separates
Kurtas, wide trousers and slip dresses in washable cotton. Made to be worn twice a week, not once a year.
PKR 6,500 – 16,000 · £19 – £46
Hijabs & finishing
Chiffon, jersey and cotton-voile scarves cut extra-long, plus undercaps and pins that match the collection colours.
PKR 1,900 – 5,400 · £6 – £16
Not sure between two sizes? Then don't choose.
Every piece can be made to measure at no extra charge. Send your measurements once — in inches or centimetres, in English or Urdu — and we keep them on file for every order after that.
- No charge for stitching, lengthening or sleeve changes
- A tailor calls you if a measurement looks off
- Bridal and event orders: 3 weeks, with photos at each stage
- Free alteration within 14 days if the fit is wrong
From our table to your door
Ordering takes about four minutes. Here is everything that happens after that.
Choose your piece and colour
Browse the collection here or message us for photos on the roll. We'll tell you honestly how a fabric behaves in heat, in rain and after five washes.
Takes a few minutes
Send measurements or pick a size
Use our seven-measurement guide, or send an old kameez that fits you well and we'll copy it. Standard sizes XS–4XL are ready to ship the same week.
We confirm within 24 hours
We stitch, check and ship
Cut, embroidered, pressed and inspected in our Lahore workroom. You get a photo before it's boxed and a tracking number when it leaves.
2–4 days in Pakistan · 5–7 days to the UK
What customers tell us
Collected from WhatsApp messages and reviews, shared with permission.
I ordered two suits for my sister's mehndi and had them in Birmingham in six days. The dupatta length was exactly what I asked for, which has never once happened before.
The abaya is the only one I own with sleeves that don't slide back when I lift my arms. I teach all day, so that matters more than the embroidery.
My measurements were wrong, not theirs, and they still altered it free and sent it back within the week. I've sent three friends since.
The name on the label is a promise to come back
Aida Islam began in 2019 with one cutting table in Gulberg and a problem we kept hearing from our own family: the modest clothing you could actually afford was cut carelessly, and the clothing cut well cost more than a month's rent.
So we started in the middle. We buy fabric directly from mills in Faisalabad, employ our tailors on salary rather than by the piece, and sell to you without a boutique taking its cut in between. The saving is not in the stitching — it is in everything that usually sits between the workroom and you.
Half our orders now go to Pakistani and Indian families in Britain, which is why we hold stock in Birmingham and quote in pounds as well as rupees. The dove on our label is for that route: the same clothes, landing in two places, going home and coming back.
Aida IslamFounder, Lahore
Questions, answered plainly
If yours isn't here, message us on WhatsApp — a person replies, usually within a few hours.
How do I know what size to order?
How long does delivery take, and what does it cost?
Will I be charged customs or import duty in the UK?
Can I return or exchange something?
How do I pay, and in which currency?
How should I wash and store the embroidery?
The next collection drops before Eid
Around 400 pieces, four colourways, and most of them gone within a week. Subscribers see it two days early and get first pick of sizes.
One email per collection. No resale of your details, ever.
Prefer to talk first? Message us on WhatsApp or call +92 300 1234567.