The story behind the modest clothing store loved by Muslim women across the globe
“We’ve come a long way.”
Among the barrage of shisha spots, cafes, packed restaurants and takeaways stands an unassuming boutique clothes store on the corner of Curry Mile. Abayas Boutique on Grandale Street is only tiny, but its reach is massive.
With clients coming from as far as Saudi Arabia, New Zealand, South Africa and Australia, it is one of the go-to places for women looking to buy stylish but modest clothes.
The store is the brainchild of Altaf Chaudhury and his wife Shahida who set up Abayas back in the 90s. Altaf, a former fashion designer, began making women's modest wear at Shahida's request.
“There was nowhere to turn for simple, functional yet stylish abayas that could withstand the harsh UK winters,” Said Shahida.
"She said instead of the typical Asian style, she needed someone that could combine the quality and designs of places like Chanel or Versace with modest clothing." Explained Altaf.
“We make beautiful dresses that can be worn by anybody, Muslim ladies, Jehovah’s witnesses, the wives of Rastafarians, anybody that says they want modest clothing."
Before Abayas Boutique Altaf had already built himself a successful career in fashion. In the 90s he ran a store called Black and White which was frequented by dancers, musicians and actors who were looking for "something unique" to wear.
During these nascent years Altaf managed to get huge placements, creating stage costumes for the likes of Michael Jackson, Prince, and local Manchester musicians like Lisa Stansfield.
“It was a very busy and trendy place, anybody who wanted something unique used to come there and that’s where we got to meet people like Lisa Stansfield." Altaf told the M.E.N.
“She came to buy an outfit and wore it on Top of the Pops that same week. That’s how we got to meet dancers and TV actors who wanted to wear something unique.
"There was a dancer from Manchester and he used to dance with the Jacksons wearing our clothes. I tell my kids about it all the time, but they can’t imagine their parents doing things like this."
In the mid 90s the allure of showbiz began to wane for Altaf and both he and Shahida rediscovered their faith in Islam. With a new found purpose, the pair decided to work together to design modest clothing for women.
With the closure of Black and White, operation Abayas began from the living room of the Chaudhary home, repurposing their sewing machines and fabrics.
“At first, it was just a handful of friends placing orders. But word spread,” Shahida said. “Before we knew it, we had a waiting list of people eager to get their hands on our designs.”
By 2009 the company had grown exponentially, triggering a move online which allowed them to get a leg up on would-be competitors. After more years of success, the family was back on the high street with a flagship store in Cheetham Hill under the shadow of the AO Arena, but with very little footfall in that area, they relocated the store to the bustling Wilmslow Road which has been home for almost a decade.
Altaf and Shahida are still heavily involved, but the keys have also been handed to their daughter Ammatullah, who is responsible for the company’s growing social media presence that has seen them remain a mainstay in the growing industry.
“We’ve come a long way.” Said Ammatullah. “But we’re just getting started. The fashion world is evolving, and modest fashion is no longer niche, it's mainstream. We are leading the charge, creating styles that stand out and empower women to feel confident, beautiful, and modest all at once.”