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The Hawa trench by Azali(Courtesy of Azali)<\/p>\nWhen Sanah Ali and Talleda Rasheed met at an East Bay book club several years ago, they clicked instantly, bonding over their shared obsession with clothes, a passion for fashion and a love of community. <\/p>\n
After co-hosting a brunch for family and friends to celebrate the end of Ramadan, the new pals\u2014both professionals and moms\u2014realized how effortlessly they worked together. Conversations quickly turned to starting a business: a clothing label, naturally.<\/p>\n
Last fall, Azali (uh-zuh-lee) introduced itself to the world.<\/p>\n
Defined by sculptural silhouettes and soft, flowing lines, the five-piece debut collection embodies the founders\u2019 vision for the brand, the name of which means \u201ceternal\u201d in Arabic. \u201cOur aesthetic is very East meets West\u2014but elevated,\u201d says Rasheed. As women of Arab and South Asian heritage with roots in Islam, the partners set out to create modern modest fashions that fuse timeless Western tailoring with the richness of their cultural roots.<\/p>\n
Indeed, Azali\u2019s origin story follows a familiar mantra: build what you can\u2019t find. While Ali and Rasheed acknowledge there are other modest fashion brands out there, none truly resonated with the uber-stylish duo.<\/p>\n
\u201cWe were always buying things, but they never felt like us,\u201d explains Ali. \u201cMost of the time, we\u2019d end up adding fabric, altering, embellishing\u2014doing something. Things were too low-cut, too short, or too basic.\u201d<\/p>\n
Upon meeting the founders\u2014both decked out in their label\u2014it becomes infinitely clear that \u201cbasic\u201d has no place in the Azali world. Au contraire: like their \u201cunapologetically individual\u201d creators, the clothes are bold, confident, and commanding. <\/p>\n
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Over espressos at a San Francisco caf\u00e9, easy banter flows between Rasheed, a native Danville-ian and Academy of Art University grad who spent more than a decade in styling and operations at Stitch Fix, and Ali, a longtime advertising executive who grew up in Dallas and moved to San Ramon eight years ago. They chat happily about their career paths, devotion to fashion, and the spark that led them to launch their own line. <\/p>\n
\u201cIt was a now or never moment,\u201d says Rasheed. \u201cWe were both about to turn 40 and had been sending sketches back and forth for a while. The timing felt right, and we jumped in.\u201d Last April, they officially established the business, and it\u2019s been all systems go ever since. <\/p>\n
The campaign imagery for the first capsule (Chapter 1: 786) was shot against the striking backdrop of San Francisco\u2019s Financial District<\/a>. The pieces balance sharp tailoring with maximalist details, exaggerated silhouettes, and feminine draping. Prices range from $275 to $500, planting Azali in the \u201cluxury-lite\u201d space. <\/p>\n Creating garments that captivate without overwhelming the wearer is no small feat, but Azali has cracked the code to elegant power dressing. Exhibit A: Hawa<\/a>, a sheer black organza trench destined to become a brand signature. She\u2019s at once voluminous and structured, ethereal, and dramatic.<\/p>\n Other standouts include a sophisticated-cum-edgy vegan-leather set: Yara 1<\/a>, a boxy cropped blazer with oversized peak lapels, and Yara II<\/a>, a high-waisted maxi skirt with vertical panels and a fluted shape. Then there\u2019s Fira<\/a>, the wild child of the collection\u2014a zebra-print minidress that seduces with an outsized collar, statement buttons, and a sculptural waist.<\/p>\n Encouraging women to express their individuality through sophisticated modest wear is Azali\u2019s raison d\u2019\u00eatre\u2014and it informs the brand\u2019s small-batch production model. Producing just 30 to 80 units per style promotes exclusivity while aligning with the company\u2019s intentional sustainability framework. Working with female-owned and operated manufacturers that prioritize craftsmanship and the planet is a core value\u2014B Corp certification is a future goal. <\/p>\n Currently, you can shop Azali on its website<\/a>. Starting in February, select pieces will be available at Wolf & Badger<\/a>. (Congrats on the first stockist!) And, yes, the next collection, Chapter 2, is in the works. After all, fashion springs eternal. <\/p>\n![\"\"\/](\"https:\/\/www.newsbeep.com\/us-ca\/wp-content\/uploads\/2026\/01\/azali-s-fira-dress.jpg\")