KUALA LUMPUR: Usanita Sdn Bhd is expanding its Halal Modest Fashion (HMF) initiative internationally, beginning with Türkiye, as part of efforts to tap into the growing global Muslim fashion market and promote Visit Malaysia Year 2026 (VMY 2026).
Its chief executive officer Datuk Adzliana Hasan said the initiative reflects changing consumer expectations among Muslims, who now place greater emphasis not only on modesty but also on halal-certified materials, ethical sourcing, and Syariah-compliant labour practices.
“Istanbul presents strong potential for Halal Modest Fashion as consumers increasingly want assurance that their clothing aligns with Islamic principles throughout the supply chain,” she said.
The initiative coincides with the strengthening of Malaysia–Türkiye relations following the recent official visit by Prime Minister Datuk Seri Anwar Ibrahim to Türkiye.
Adzliana made the remarks after paying a courtesy call on the Consul General of Malaysia in Istanbul, Ahmad Amiri Abu Bakar on Wednesday. Also present was Matrade Trade Commissioner in Istanbul, Sadat Foster Maad.
According to industry projections, Muslim consumer spending on apparel and footwear was valued at US$327 billion in 2023 and is expected to reach US$433 billion by 2028.
Amiri said Istanbul offers wide-ranging opportunities for Malaysian entrepreneurs, particularly in fashion, hospitality, and food-related sectors.
“We welcome Usanita’s initiative and believe it can be successfully implemented, supported by the strong bilateral relationship between Malaysia and Türkiye, as well as the positive perception of Malaysia among the Turkish people,” he said.
In 2024, Türkiye was Malaysia’s third-largest trading partner in West Asia, with total trade valued at RM24.15 billion (US$5.28 billion). Türkiye was also Malaysia’s largest export destination in the region.
Amiri noted that Malaysia and Türkiye’s Free Trade Agreement, coupled with a bilateral trade target of US$10 billion in the coming years, provides further opportunities for Malaysian businesses to expand into the Turkish market.
As part of its HMF strategy, Usanita’s fashion brand, Amber, will collaborate with partners in Muslim-majority countries, including Indonesia and Türkiye, through the company’s “Bridge to Brilliance” (BtB) programme.
Adzliana said the BtB platform has been rolled out across several regions, including Malaysia, Indonesia, the United Kingdom, Australasia, and Türkiye, and is also being used to promote Malaysia as a global halal hub.
She added that BtB 5.0 is supporting the promotion of Visit Malaysia Year 2026 through filming and fashion-related activities in Istanbul involving more than 40 Malaysian artistes and crew members.
“BtB 5.0 goes beyond a business visit. It combines economic diplomacy, creative industries, and nation branding to strengthen Malaysia’s position in the global halal ecosystem,” she said.
caption: Usanita chief executive officer Datuk Adzliana Hasan and Consul General of Malaysia in Istanbul, Ahmad Amiri Abu Bakar.
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