"Defined by sculptural silhouettes and soft, flowing lines, the five-piece debut collection embodies the founders' vision for the brand, the name of which means eternal in Arabic. Our aesthetic is very East meets Westbut elevated, says Rasheed. As women of Arab and South Asian heritage with roots in Islam, the partners set out to create modern modest fashions that fuse timeless Western tailoring with the richness of their cultural roots."
"Indeed, Azali's origin story follows a familiar mantra: build what you can't find. While Ali and Rasheed acknowledge there are other modest fashion brands out there, none truly resonated with the uber-stylish duo. We were always buying things, but they never felt like us, explains Ali. Most of the time, we'd end up adding fabric, altering, embellishingdoing something. Things were too low-cut, too short, or too basic."
"Over espressos at a San Francisco cafe, easy banter flows between Rasheed, a native Danville-ian and Academy of Art University grad who spent more than a decade in styling and operations at Stitch Fix, and Ali, a longtime advertising executive who grew up in Dallas and moved to San Ramon eight years ago. They chat happily about their career paths, devotion to fashion, and the spark that led them to launch their own line."
Two women who met while co-hosting an end-of-Ramadan brunch launched Azali last fall as a clothing label. The debut five-piece collection is defined by sculptural silhouettes and soft, flowing lines, and the brand name means eternal in Arabic. The aesthetic fuses East and West with elevated tailoring. The founders are women of Arab and South Asian heritage with roots in Islam who design modern modest fashions combining timeless Western tailoring with cultural richness. The brand originated from dissatisfaction with existing modest wear that was low-cut, short, or basic and often required alterations. The garments project bold, confident, commanding style.
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