​​This year, Amsterdam Fashion Week introduced its own modest fashion hub — a space spotlighting a new wave of designers shaping what modest style looks like today. Among them was SUITS for her, a label redefining power dressing for ambitious women. Sana Bun caught up with its founder and creative director, Sarah Abbou, to chat about empowering clothes and how modest fashion is evolving in the West.

— Could you tell me a bit about yourself — your background, where you are from, and what led you to where you are today?

— I have a bicultural background: my parents are from Morocco, but I grew up in a village in the south of the Netherlands, Limburg. When I was 24, I chose to wear the hijab. In my environment, it was something to be proud of, and I always received compliments.

I have always been interested in education. So I went to Nijmegen to study the science of education. And during that period, I was one of the few women, who were very ambitious.

— What made you switch from education to fashion? And why suits? Was it something you missed in the modest fashion scene?

— I was 21 when I got my first job. I was very young, while my colleagues were older white men in suits of the highest quality. I was impressed by that, and also wanted to wear a suit because people I saw looked confident and professional in them. So I went searching, but couldn't find suits for women.

Of course, there were Zara, Mango or H&M, but everyone had those and they weren't very sustainable and modest. I kept searching and I asked women in my community — they also kept saying there were no proper suits for women in the Netherlands.

Sometimes I managed to find modest suits or at least made them modest by wearing a large blouse underneath. Having them on gave me a feeling that I can take over the world — I felt very confident, and people around saw this empowerment too.

I truly believe that clothing and the way you dress have an enormous impact on how you perform and how people see you.

— How did SUITS for her start?

— I kept wearing suits daily, and eventually got bored of the suits I had in my closet. I decided to ask some women around me if they had the same struggle and thought maybe I could solve it for all of us. Then one day, a very close friend told me she saw ambition and the power to be an entrepreneur in me and encouraged me to give it a try.

— How did it go?

— I started shaping the vision, goals, creating moodboards, and, suddenly, it all came to life — people from the fashion industry were getting in touch with me on Instagram and LinkedIn. A network of women who were able to help me set up SUITS for her naturally formed. I was 28 when it all began, and one year later I launched the brand, while still working in education.

— Education and fashion seem to be two completely different worlds. How was this transition for you? Which challenges did you face?

— Education is a very traditional field. It is a world behind tech, finance and the creative industries. People there tend to play it safe, while I missed creativity and experimentation in my job. But I had no connections in the creative field, so it made the start a bit difficult. I had no idea where to begin and no knowledge of how to build a fashion brand.

— How many people do you have on your team and how are the roles divided?

— I am responsible for the creative aspect, while my partner — for the backoffice, including finance, supply chain and strategy. I also work with 10 freelancers for design, production, webshop development, content, branding, and PR.

— Many people still associate modest wear with limitations. How does SUITS for her challenge or reinterpret that perception?

— There are many women with hijab that have high-performing jobs. They aren't seen much, but in fact, many women today are reaching the top of their fields.

I started SUITS for her because of my own struggle to find a modest, high-quality suit, but the brand is not only for religious women like me. We highlight this in our campaigns and always show two or more different women — those who wear hijabs and those who don’t.

Our client might not even be conscious of modest fashion — she just loves suits and wants to wear what looks professional and empowers her. I think that is the true power of SUITS for her.

— Do you feel modest fashion is gaining more visibility in the West?

— I do see a shift. In the Western world, modest clothing is becoming more available. Even big brands like Tommy Hilfiger or Dolce & Gabbana which aren't traditionally related to modest fashion release Ramadan collections or choose to work with models who wear hijab. I also feel that the West is opening its doors to welcome the modest fashion world.

— Do you also notice that modest wear is starting to resonate with a broader, non-religious audience? When I entered the presentation of Maison Modeste (the modest fashion hub during Amsterdam Fashion Week 2025), I was surprised to see that not even half of the guests were wearing hijabs.

— That is exactly what I am talking about. Modest fashion isn't just for one religious group — it is really diverse. Women choose loose and oversized silhouettes because they bring comfort to the body.

— You are receiving interest from Dubai. How did you build an audience so far from the brand’s home base?

— It happened very organically. When you think about modest fashion, you immediately imagine abayas or long dresses. And then there is SUITS for her with oversized suits. It is something new in the modest fashion world, while there are many successful women in the Middle East who are willing to invest in modest, comfortable and sustainable business wear. I guess they just have the same struggles that I used to have, and we solve this problem for them.

— Do you see any differences between your European and Middle Eastern clients in how they interpret or style modest fashion?

— Not really. European women wear our suits the same way covered women do. The only difference is that clients who consciously choose modest clothing prefer skirts over trousers. But the difference isn’t very big — there are also many women who don’t wear hijabs but still buy our skirts.

— Where can your Middle East based customers currently find your pieces — are there specific boutiques, platforms, or pop-ups that carry the brand?

— Not yet. At the moment, we only sell online worldwide, but are searching for agents to help us bring SUITS for her to the Middle East. It is a big dream for us, and I think next year we can make our first step.

— Do you consider expansion to other markets as well?

— We are now primarily focused on Benelux. The next goals are the Middle East and Morocco — because I have Moroccan roots, and we also produce our suits there. More and more women here are working in higher-level positions, so there is a growing interest in suits.

— Looking ahead, what are your plans for SUITS for her? Do you see it evolving beyond suits, or do you want to continue perfecting the idea of power dressing within modesty?

— Our next design is a versatile dress that you can wear to dinner but also to work. It has a collar similar to the one on a blazer, so while it isn’t a traditional suit, you still recognise the reference.

We want to continue with suits, but in a creative and innovative way. Plus, we will expand our accessories line and go further with garments you can wear with a suit — everything you can match with our skirts or trousers. The world of suits is huge, but people tend to think about traditional tailoring, while it is important to consider its creative options.

— So, staying true to your DNA but continuing to reinvent it.

— Exactly. It is also about mixing and matching. You can wear a blazer with jeans and still look extremely powerful and professional. And you can wear a skirt with a cardigan and still have the feeling of wearing a suit.