- Sara Ehlers |
Casual fashion brand Till We Cover recently launched for the first time this month. The brand officially debuted at London Modest Fashion Week on February 17 and 18.
The U.K.-based clothing brand launched highlighting contemporary clothing for modest women. Brought to the scene by co-founders Ruby Aslam and Shehr Kazmi, the duo teamed together to create this unique niche in the market. "We are thrilled to partner with till we cover and to have showcased their range at LMFW," founder and CEO of LMFW Romanna Bint-Abubaker said in a press release by the company. "Their passion and dedication to producing contemporary clothing of a high quality, coupled with their experience in this sector, ensures their launch will be a success."
The line debuted with a partnership with LMFW in order to introduce the range to the UK market. The 'covered-up' aesthetic of the collection shows modest fashion choices for the modern woman. "There is a need to shift perception and this has provided the perfect platform for us to be able to do that," Aslam said in a statement. Launched last year, it'll be interesting to see how this new brand fares especially in the U.K. market.