In a beautiful and warm country where orange and blue make a sublime baju kurung ensemble, post 9/11 has seen a different kind of fashion inundating the country – black robes worn by Middle Eastern women tourists. The Halal Journal talks to Jumaatun Azmi of KasehDia Sdn Bhd, coordinator of the International Islamic Fashion Show – MIHAS 2004, and finds out if black is her favourite colour.

If you ever see her mingling with leggy models and extroverted fabric designers, you may have thought that she is in the fashion scene as well. Articulate and meticulous with an eye for perfection, Jumaatun Azmi, managing director of KasehDia Sdn Bhd, was actually quite apprehensive to coordinate the very first International Islamic Fashion Show – MIHAS 2004.

In a country that has seen a resurgence in Islamic fundamentalism, Islamic fashion does sound like a religious oxymoron. In a religion that has the dichotomous Halal and Haram, could Islamic fashion really exist? Nevertheless, determined to carve a name in the contemporary Islamic scene, Jumaatun is taking the plunge as the coordinator of the premier Islamic fashion show for the main organiser of the MIHAS trade show the Islamic Dakwah Foundation Malaysia. After all, this is the woman who wanted ‘to dispel the myth about how Islamic fashion should be’. And she is not mincing her words.

How did the idea to organise an Islamic fashion show come about?

We had the opportunity to create an event at this big international Halal trade show, MIHAS 2004 recently. We thought an Islamic fashion show would give the trade show a bit of glamour and a different kind of attraction. We also wanted to steer some of the Malaysian designers into Islamic fashion as the whole concept was based on a trading platform. I just thought it would be good to export some of our Islamic fashion, we have such creative and beautiful designs.

What was the biggest challenge in organising this event?

We initially thought the biggest challenge was to get clothes that fit into the KasehDia idea of contemporary Islamic fashion. But then we found the participating designers were equally excited, and were eager to venture into Islamic designs with original collections for the show. Apart from the slight disorientation of entering a new industry, the fashion industry mind you, it has been quite fun.

Is KasehDia getting slightly out of focus by organising a fashion show? What is next on your agenda?

We happen to be very focused. KasehDia is an Islamic-based communication arts company and we specifically select Islamic-related projects that we can breathe contemporary style into. We are known now for our publishing projects like our international Halal guides but there’s more to come. But our future projects are under wraps for now.

How difficult is it, being covered, to promote fashion designs, which are more or less covered?

I think I was the one who made it hard for myself in this case. I’m quite aware of people’s reactions to things and that doesn’t help. And I know there are others, Muslims and non-Muslims who are trying to do the same project so I’m going ahead with this one.

You seem to adore the word oxymoron, largely associated to your Islamic fashion show? Why?

I love to get into what people might see as a bizarre situation like a modern Islamic fashion show or a Halal guide book on France, especially if there’s nothing that’s actually wrong with it. I don’t like the way Islam has been pigeon-holed and stereotyped. It’s too universal for that.

Is your Islamic fashion show a political or a religious statement? Why?

We didn’t set out to make a political or religious statement by putting on this fashion show. But I understand some people may see it as if we are and I accept that. Whatever the case is, KasehDia’s stand has always been consistent, we try to showcase the diversity and universality of Islam in all our projects. The essence of Islam is and always will be contemporary, but many people fail to see that.

Frankly speaking, do you see yourself wearing one of those designs?

Yes. I love some of the clothes.

Tom Abang Saufi or Tom Ford?

Oooh having both will make it some show wouldn’t it? We’re happy it’s Tom Abang Saufi for now.

**This article was first published in The Halal Journal Pilot Issue (August 2004), and was written by Remi Yahya-Ishmael.