Waris Fayaz
Srinagar, Oct 22 : Kashmir’s homegrown modest fashion brand, USWAH, is set to make its mark on the global stage after receiving an invitation to the Modest Fashion and Art Trade Show in Istanbul, scheduled from November 26 to 29, 2025.
The show is set to host 300 global brands, including several Indian designers and outlets that have received official invitations to showcase their work at IFM Istanbul Expo Center.
Bilal Ahmed Khan, the brand’s founder, while talking to the news agency—Kashmir News Observer (KNO), said the journey has been personal and challenging. “I had to return home from Dubai due to my mother’s health. That decision changed my life. I chose to build something of my own, rooted in our values and identity,” he said.
After returning to Kashmir, Bilal, a resident of Sangrama Sopore, faced a period of uncertainty. “I struggled a lot. I found a marketing job that paid Rs 4,500 a month,” he recalled. But he and his friends decided to take a leap of faith and open their first outlet at Sopore. “Initially, we struggled a lot. We had limited resources and long working hours, but we were determined,” Bilal said.
Drawing inspiration from Turkish dressing styles, the team focused on creating contemporary modest wear with a Kashmiri touch.
In 2025, USWAH received its first major bridal order. “Without thinking anything, I agreed. I was given three months to complete it,” Bilal said. Delivering the order successfully marked a turning point, establishing USWAH as a recognized name in the Valley’s fashion industry.
Co-managed by Sheikh Mudasir Qadir, USWAH now ships globally, excluding Pakistan, with clients in Qatar, Goa, Hyderabad, Maharashtra and Mumbai, alongside hundreds of deliveries across Kashmir. The brand plans to expand with 10 new outlets in the coming year.
USWAH has also emerged as a source of livelihood for many. “Our outlet provides jobs to locals and outsiders. At a time of job crisis in the Valley, we are proud to offer opportunities in design, tailoring, logistics and sales,” Bilal said.
It is pertinent to mention, the Istanbul trade show will bring together designers and artists from around the world, offering USWAH a platform to showcase modest fashion trends that blend style, sustainability and cultural identity.
“This is not just about us. It is about showing that Kashmir can produce global brands while staying true to its culture,” Bilal said
