Forward-thinking fashion: Edmonton designer wants to inspire and empower

An Edmonton woman is tackling stigmas and stereotypes through clothing design.

Wedad Amiri promotes female empowerment and the normalization of mental illness, naming each of her pieces after an inspirational woman, including thosewho struggle with their mental health.

She owns Afflatus Hijab, an online store that sells modest evening and casual wear, originally geared toward Muslim women. Her designs have attracted so much attention that her work will be featured at theMaarkahNew York Fashion Week in September.

• Muslim designers push forward modest fashion movement

Amiri started her business about four years ago, after growing tired of the lack of options for women who prefer to dress modestly.

"When we go to weddings and stuff, to get a long dress with sleeves is very hard to find," she said. "So I was buying these dresses, but I would have to take them in, alter them. It would cost about $500 near the end."

So, Amiri started designing her own clothes. She drawsup full-length skirts and frocks in an array of on-trend colours and fabrics, and then sends the designs to a manufacturer.

What's in a name?

Amiri's first designs were named after strongMuslim women from around the world, likeIbtihaj Muhammad, the firstAmerican fencer to wear a hijab while competing in the Olympics.

"I just felt like we were given such a bad name in the media we all look kind of the same: oppressed, no rights, our husbands have to do everything for us," she said. "So I wanted to change the narrative."

The naming convention has since expanded to include non-Muslim women, as Amiri said her designs are for all women. The pieces from a recentclothing linewerenamed after Indigenous women.

• FortMcMurraywomen show solidarity with local Muslim community
• Edmonton's Muslim community welcomes newEPShijab

Amiri's latest collection shifts direction slightly, focusing on lesser-known women. In this collection, she underlines another meaningfultheme: mental health.

"Each piece is named after a woman who is struggling with their mental illness," Amiri said, noting the womenare from Edmonton and Calgary.

"A lot of people are suffering alone, and I just really wanted to say it's OK to not be OK."

The eight designs highlight different illnesses, like addiction, anxiety and PTSD. The stories of the women who grapple with those illnesses are toldalongside photos of the clothing on the company's website and social media.

• The hijab is the 'centrepiece' of these outfits rocked by young Muslim women

Currently, Amiri is preparing for her New York debut.

"It's just a cool experience," she said. "I'm humbled that they asked me to come because [it's] nothing that I would've imagined doing."