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Grand opening of SW17’s first global modest fashion boutique


Haute Elan expands London presence with its new SW17 boutique launch this Saturday

The grand opening of SW17’s first global modest fashion boutique to cater the growth of modest wear demand by Generation M

LONDON, United Kingdom, 13 July 2017-  Haute Elan, a global e-commerce destination for modest fashion will be celebrating the opening of its boutique in South West London this Saturday, July 15th 2017. The new location in SW17 will accommodate modest fashion’s high growth and demand in different target markets.

“Our new boutique launch is part of our re-branding for Haute Elan, catering more to the needs of Generation M or the Mipsters (short for Muslim hipsters). We hope the hip environment we will create first in the store and then with the cafe launch to be attached to the boutique will provide an engaging and inviting environment to be and shop in. Statistically, the Muslim middle class purchasing power is expected to increase every year, on a steady rise parallel to their demographic traits - dynamic, engaging, creative and enthusiastic consumers in the Muslim lifestyle and halal food industry. Our in-house research team found this area to present one of the greatest opportunities to capture this young, tech savvy and trend-led Muslim Millenial’ said Romanna bint Abubaker, CEO and founder of Haute Elan. 

Vibrant hues and neon signages become the key attraction as visitors enter the boutique this 15th July, where the launch will start at 1pm and ends at 5pm. The launch is also a part of personalised shopping experience for guests followed by presentations on new arrivals from brands all over the world coming onboard to store their RTW collections at Haute Elan. This event is open to public and each customer is entitled to a goody bag worth £50 for every £150 spent in-store. Food, drinks and complimentary henna services will be provided amongst other surprise activities and free gifts planned for the event. 

The success of this launch is a first instalment to Haute Elan’s offline pipeline - Haute Elan’s flagship store is targeted to launch in Knightsbridge during the final week of July 2017 and will play an integral role in exuding the pared-back elegance the brand has become synonymous with. The flagship store will feature brands that carry exclusive collections to the company and offer specialty services including VIP spaces, private fitting rooms and lounge areas with a major international collaboration partner to be announced. For more information or to attend please RSVP at info@haute-elan.


Haute Elan is the global destination for modest fashion with over 250 brands now online. Created in recognition that women are the most powerful influencers in the world, Haute-Elan believes fashion is a great tool to unite these influencers,seeking commonalities, bridging faiths and nations through company targets and core values. Haute Elan offers a solution to a very real problem for modest fashion dressers, whilst providing a platform from which to create dialogue and break down national and faith barriers.