INTRODUCTION. Integrity is an Australian designer label dedicated to timeless style for the confident, modest, and beautiful.

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Horatio Adams
6 years ago
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3 INTRODUCTION Integrity is an Australian designer label dedicated to timeless style for the confident, modest, and beautiful. Established in 2010 by best friends, designers, and sisters Howayda and Hanadi, Integrity was borne out of the need for modest yet fashion-forward clothing. Within a year of opening a small store, they moved to their first flagship store in Bankstown Central which is currently one of the longest running modest fashion boutiques in Australia. The brand quickly grew from an Australianbased following to servicing loyal customers across the globe. Integrity offers a collection of women s Ready-to-Wear that ranges from day to night. Each Integrity design is a labour of love, with Howayda and Hanadi involved in every element of production from design to fabric selection and the manufacturing process. With trendsetting and high-end designs, Integrity is the place to go for a unique and feminine look.

Howayda and Hanadi s design journey began at a very young age, with Hanadi recalling her earliest fashion memories of playing with fabric around the home.

6 Howayda and Hanadi s design journey began at a very young age, with Hanadi recalling her earliest fashion memories of playing with fabric around the home. Having a mother who is a talented dressmaker meant that they were brought up with a fashion influence. They started making original designs from as young as 15 years old. A close-knit team, Howayda and Hanadi are truly a dynamic duo who value the support that their late father gave them to follow their dreams. He was our biggest support when everyone else doubted us, and he was so proud of what we achieved. Since he passed away, the memory of his support has been giving us strength to keep working hard to make him proud. BIOGRAPHY Howayda and Hanadi both have an academic background in fashion equipping them with the knowledge to approach their business and designs with professionalism and a high industry standard. When they first took steps to starting Integrity, they were met with scepticism from family and friends. They were challenged by an industry professional who believed there was no market for modest fashion. Despite this, Howayda and Hanadi had a strong vision for their label, and they were passionate about making it happen.

They confidently returned to the industry professional and expressed that they were going to do it no matter what, because there is a gap in the market that only we can see.

7 They confidently returned to the industry professional and expressed that they were going to do it no matter what, because there is a gap in the market that only we can see. Since then, he has become their mentor and close friend. True to their vision, they successfully opened Integrity Boutique which is currently one of the longest-running modest fashion stores in Australia. Their vision continues to expand as their experience and creativity grows with each beautiful collection. Howayda and Hanadi s passion for highend and detailed design has seen Integrity appeal to a broad audience that crosses cultural barriers. They often have Muslim and non-muslim customers at their store who appreciate the modest, classy, and feminine clothing at Integrity. Their ongoing success may be attributed to their pioneering approach to modest clothing, continually redefining what it means to be fashionably modest.

MILESTONES Featured at the International Textile Fair in Dubai 2015 Runway show and stall at IIIFP, Jakarta 2015 Finalists at the Multicultural Marketing Awards 2013 Featured in Faith, Fashion,

8 MILESTONES Featured at the International Textile Fair in Dubai 2015 Runway show and stall at IIIFP, Jakarta 2015 Finalists at the Multicultural Marketing Awards 2013 Featured in Faith, Fashion, Fusion exhibition at Powerhouse Museum 2012 (ongoing) Flagship store in Bankstown opened 2011 Opening 2010 PRESS September 2015, Sydney Morning Herald Sydney Designers Set Sights on Mecca of Modest Dress September 2015, NET12 TV News Muslim Designers From Australia September 2015, Aquila Style Integrity Is Timeless October 2015, Republika Online Howayda and Hanadi, Designers From Australia May 2012, Sydney Morning Herald Flattering Fashion an Underground Success May 2012, Today Show with Airlie Walsh Faith Fashion April 2012, Daily Life The Rise of Modest Fashion

10 CONTACT flagship store: Bankstown Central, NSW, Australia

INDECISIVE. BRAND BOOK M O D E R N M E E T S R E L A X E D

INDECISIVE. BRAND BOOK M O D E R N M E E T S R E L A X E D O U R M I S S I O N INTRODUCING A B O U T U S We design, develop and sell womens clothing that is designed and made on the South Coast of NSW,