While turbans may be a modest fashion staple, there’s nothing basic about the turbans by Sarah Musa, or the ideals that shape the ethos of her brand. Turbans are often seen as a glamourous accessory for modest fashion fans, but Sarah is looking at the ways in which she can benefit women in deeper ways. “My biggest motivation is designing product that enhances the lives of women,” says the designer. “I designed my turbans with the intention to help woman of various faiths, and women undergoing chemo.”
Sarah, who is Palestinian-Korean-American, studied at the Fashion Institute of Technology and founded her eponymous label in 2019 after struggling to source high-quality, ethically-made turbans in natural fibers. “I was working at Club Monaco at the time and as the only hijabi I wanted to represent myself in a fashionable way while maintaining true to my faith,” she explains. Her fashion foundations may have been formed by the mainstream industry, but Sarah cares less about aesthetics than she does about creating lasting impressions on her consumers — which include cancer patients, in addition to modest fashion enthusiasts. “The highlight of my career has always been knowing that what I do impacts the people who buy and wear the items I have worked on. When I’m sitting on the subway, or bus and see women where the clothes I worked on it is really fulfilling.”
Sarah recently partnered with the American Cancer Society, and was featured on Good Morning America, where she spoke about her turbans designed specifically for women undergoing chemotherapy:
Elegant twist turbans, top bun turbans and luxe cashmere turbans are some of the turban styles offered on Sarah’s website. “I’m inspired by nature, vintage pieces from the 70’s and my Palestinian and Korean culture (like traditional Korean pottery) but all through a more minimalist lens,” Sarah explains. “My design aesthetic is more understated. I believe less is more and that the base of good design starts with fit, form and function merged with beautiful design.” The celebrities on Sarah’s client wish list also reflect her preference for low-key minimalism as opposed to flamboyance and glamour. She says that her dream would be to design for Alicia Keys, “because she carries herself with such positivity, confidence, and grace.”
She names Qatar’s Sheikha Moza bint Nasser, who is known for frequently topping off her stylish outfits with matching turbans, as a timeless style icon. “She represents us in a fashion forward way while maintaining true to her identity,” explains Sarah. “Style to me is more than just clothing, it is the way one carries themselves in that clothing. It’s their essence. Sheika Moza carries herself with confidence, dignity, and grace. She is smart and has shaped the image of her country singlehandedly. So along with her character and bold custom-made pieces, she is a true style-icon.”
Sarah also works at her own pace, instead of conforming to the fashion industry’s relentless speed, where designs quickly become “last season” and are discarded in favour of new styles and trends. “My pieces are mostly non-seasonal so they can be worn all year around however we have a winter collection focused on ethically sourced wool and cashmere turbans,” says Sarah, who sources her wool from New Zealand. It is then spun in Italy and knitted in the UK.
While her brand is currently centred on turbans, Sarah reveals that she plans on launching clothing and eventually, active wear and intimates, along with modest fashion for girls, “all with the goal of sustainable and ethical practices in mind and a sense of modesty,” she explains. “The idea of the turban was to make women look chic and so that we can get ready in a matter of seconds, similar to DVF’s wrap dress, and we want to build a collection that will do just that.” And while modest fashion may be trending across the globe, Sarah still sees areas that have yet to be explored in this niche: “I believe there is still a void in modest fashion and that there are still more opportunities available to tap into this market.”
Featured image shows designer Sarah Musa. Courtesy of Sarah Musa
