From Cover to Catwalk.

Till We Cover is a contemporary modest fashion brand that brings modernity to the modest wear sector. Their designs offer an alternative choice for women that don’t want to compromise on style because of their faith, life stage or shape.

I met founders Ruby and Shehr at the very beginnings of the brand, with just a few sketches and one big idea. I worked to give them a logo that represented a personal touch in a hand crafted font, and an arrow in the T to represent ‘the journey’ women take with fashion choices throughout their lives.

I also consulted consistently with the duo throughout their start-up stage to put together a creative and content strategy, and produced their first S/S shoot campaign. We also eventually revised the initial logo to have a large ‘WE’ in the middle of the mark, to promote their objectives of social inclusion and to shift outdated perceptions of women who dress modestly.

Since launching with the brand, Ruby and Shehr have exhibited at numerous modest fashion weeks across the world, had their own pop up shop in Box Park Shoreditch, received countless representation from fashion influencers, and are now stocked in New Look fashion stores. They are a brand I have truly been honoured to be such a big part of, as they strive to make a positive impact, promote confidence and drive social inclusion. They only work with suppliers that are ethical in their manufacturing practices, and have now started working with organic materials and on up-cycling projects using dead stock to minimise over consumption and waste on the planet.