The Social Street + Murcyleen Peerzada Label develop the world’s first Healthy Abaya
Indian designer Murcyleen Peerzada is carving a niche for herself in the world of Muslim fashion outfits for women and the modest dressing industry in India and internationally. Known for her unique use of colours and fairy-tale inspired designs, Murcyleen Peerzada Label closed the illustrious Dubai Modest Fashion Week, where she unveiled her dazzling fashion line. Murcyleen Peerzada unveiled the first of its kind (pictured above), ‘The Healthy Abaya’ here, a revolutionary line of abayas that combine fashion, faith and health for women all over the world.
A lot of Muslim women in India and the GCC areas, where plenty of direct sunshine is available, still see a high number of cases of Vitamin D deficiency. This is because they are usually covered in two layers of clothing when they step out of their homes. The sun being the primary source of the Vitamin D, it makes it difficult for the required UVB rays to penetrate through the garment. Vitamin D helps in promoting healthy bones, boosts immunity against diseases and helps combat depression.
The Social Street and Murcyleen Peerzada Label worked together to create the world’s first ‘The Healthy Abaya’, a brand-new offering of pioneering abayas that comes with Microsolv, a fabric comprising of UV-transparent material, which lets UVB rays penetrate through the fabric. The Microsolv fabric used in This employs a special knitting technology that contains millions of tiny square and diamond shaped holes, which allows penetration of sufficient UV radiation for women to produce Vitamin D, thereby combating the growing concern of Vitamin D deficiency in women.
This campaign won a Special Abby (Gender Sensitive) as well as two metals in the categories of Promotion/ Activation and Design at the Goafest Abbys 2018.