Transcendental fashion
Oummra by Nazifa Begum and directed by Hayden Martin, London

Transcendental fashion

London – Nazifa Begum’s debut fashion collection challenges assumptions about Muslim youth culture.

Oummra 2017 by Nazifa Begum and directed by Hayden Martin, London

London – Nazifa Begum’s debut fashion collection challenges assumptions about Muslim youth culture.

  • Oummra was created with artist Hayden Martin, music collective Bala Club, metal maker Slim Barrett and photographer Sam Bayliss Ibram
  • Multiracial teenagers make up 47% of Generation D, according to the US Census Bureau

The London College of Fashion graduate explores her cultural identity through references to both British and Bangladeshi aesthetics. Traditional Bengali poetic script and images of the ancient Black Stone of Mecca are woven into garments, such as baggy t-shirts and trousers that reference UK rave and club culture.

‘There is some resemblance to the clothes worn to hajj, and there are some rebellions like the use of silk, which men aren’t allowed to wear in Muslim culture,' Begum told Dazed.

Oummra, the multimedia project created to accompany Begum’s collection, hones in on the dual identities that many Muslim men in the capital have, while celebrating London’s multiculturalism. ‘I was just into the double lives led by British Bangladeshi Muslims, trying to keep up with London culture, working through their sexuality but retaining their traditions,’ explains Begum.

​The Big Picture

Today’s youth are the most racially diverse of all generations. See our Gen Viz macrotrend to find out why transnationalism and identity layering are becoming more common among the young.

Discover More Daily Signals
Depop taps Kelis to spotlight resale’s everyday returns

Daily Signals

Depop taps Kelis to spotlight resale’s everyday returns

Depop is doubling down on the everyday value of secondhand fashion with the launch of Depoponomics, a new US campaign championing resale as a means...
Sustainability : Depop : Resale
Foresight Friday: Ella Murray, junior creative visualiser

Daily Signals

Foresight Friday: Ella Murray, junior creative visualiser

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, junior creative visualise...
Foresight Friday : Gen Z : Nightlife
Stat: Brazil’s 2026 Carnival projections signal rising global appeal

Daily Signals

Stat: Brazil’s 2026 Carnival projections signal rising global appeal

Brazil’s 2026 Carnival was expected to attract more than 65m participants across the country, according to estimates from the country’s Ministry of...
Travel : Leisure : Culture
How Salomon is celebrating everyone who shapes sport

Daily Signals

How Salomon is celebrating everyone who shapes sport

Salomon is using its first official Winter Games partnership to launch Shaping New Futures, a long-term campaign signalling a shift towards proacti...
Sport : Fitness : Advertising
Streaming service Menta serves as a tool for dementia care

Daily Signals

Streaming service Menta serves as a tool for dementia care

Menta, a secure streaming service developed between Istanbul and Amsterdam, is rethinking the role of tv in dementia care.
Media : Technology : Health And Wellness
Stat: AI commerce trust gap widens at checkout across Asia-Pacific

Daily Signals

Stat: AI commerce trust gap widens at checkout across Asia-Pacific

Visa has revealed a widening trust gap in AI commerce across Asia-Pacific, with consumers embracing AI for browsing but hesitating at checkout.
Technology : Artificial Intelligence : Statistic
Chili’s turns margarita superfans into club members

Daily Signals

Chili’s turns margarita superfans into club members

American casual dining chain Chili’s has launched an official Margarita of the Month Club, timed to coincide with National Margarita Day on 22...
Food : Drink : Fashion
EU to ban destruction of unsold fashion and accessories

Daily Signals

EU to ban destruction of unsold fashion and accessories

The European Commission has confirmed a ban on the destruction of unsold clothing, accessories and footwear, under new measures adopted as part of ...
Sustainability : Fashion : Legislation
Stat: Teenagers in England exposed to harmful and illegal product advertising online

Daily Signals

Stat: Teenagers in England exposed to harmful and illegal product advertising online

Children in England are being ‘bombarded’ with online ads for harmful, age-restricted products, according to a survey of 2,000 teenagers for the Ch...
Youth : Technology : Statistic
Clair introduces continuous monitoring wearable for hormone health

Daily Signals

Clair introduces continuous monitoring wearable for hormone health

Clair is a new start-up from Stanford University building what it calls ‘life-stage intelligence’: a non-invasive, continuous hormonal health monitor.
Women's Health : Technology : Hormonal Health
You have 2 free Daily Signals remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN