JAKARTA — A Malaysian modest fashion company is taking its halal-certified clothing concept to international markets, starting with Turkey, as it seeks to capture a share of the rapidly expanding global Muslim fashion industry.

Usanita Sdn Bhd’s expansion reflects evolving preferences among Muslim consumers who increasingly seek clothing that meets Islamic modesty standards while also being produced with halal-certified materials, ethical sourcing practices, and labor conditions compliant with Syariah principles.

Company CEO Datuk Adzliana Hasan identified Istanbul as a promising market where consumers want assurance that their garments align with Islamic values throughout the entire production process. The timing of this expansion aligns with recently strengthened diplomatic and economic ties between Malaysia and Turkey following Prime Minister Datuk Seri Anwar Ibrahim’s official visit to the country.

The global Muslim apparel market represents significant commercial potential. Industry analysts project that Muslim consumer spending on clothing and footwear will grow from $327 billion in 2023 to $433 billion by 2028.

Malaysia’s Consul General in Istanbul, Ahmad Amiri Abu Bakar, welcomed the initiative, noting that Istanbul offers substantial opportunities for Malaysian businesses in fashion, hospitality, and food sectors. He emphasized that the strong bilateral relationship between the two nations and positive perceptions of Malaysia among Turkish consumers create favorable conditions for such ventures.

Trade between Malaysia and Turkey reached RM24.15 billion ($5.28 billion) in 2024, making Turkey Malaysia’s third-largest trading partner in West Asia and its largest export destination in the region. The existing Free Trade Agreement between the countries, combined with a bilateral trade target of $10 billion, provides additional support for Malaysian business expansion into Turkish markets.

Usanita’s fashion label Amber plans to partner with businesses in Muslim-majority countries including Indonesia and Turkey through its “Bridge to Brilliance” program. The initiative has already been implemented in Malaysia, Indonesia, the United Kingdom, Australasia, and Turkey.

The current phase of the program supports Visit Malaysia Year 2026 promotional activities through filming and fashion productions in Istanbul involving over 40 Malaysian artists and production crew members. According to Adzliana, the initiative combines economic diplomacy, creative industries, and nation branding to strengthen Malaysia’s position in the global halal marketplace.

Original Article:

New Strait Times. (2026, January 23). From Malaysia to Türkiye, Usanita brings halal modest fashion to global stage.  Retrieved from https://www.nst.com.my/news/nation/2026/01/1359512/malaysia-t%C3%BCrkiye-usanita-brings-halal-modest-fashion-global-stage