How Aisha Hossain turned personal values into brand power

Arabian Business

11 hours ago

Luxury fashion often celebrates speed, spectacle, and noise. But Aisha Hossain has quietly built something different, a brand that values depth over attention, and impact over immediacy.
The founder of Selhaya, a London-based luxury maison, Aisha, brings an unusual background to the industry. Before fashion, she worked in public policy, a world shaped by ethics, structure, and accountability. That foundation didn't fade when she stepped into design. It became the heartbeat of her leadership.
Selhaya is intentionally slow, deeply rooted in values, and self-funded from the start. Aisha didn't build it for trends or algorithms. She built it to last. Her collections are limited, her fabrics are non-synthetic, and her growth strategy is steady, not viral. It's a bold stance in an industry driven by what's next.
What gives her brand quiet strength is not just the quality of the silk or the elegance of the silhouettes, it's the thought behind every decision. Aisha sees fashion not just as commerce, but as care. Her robes are made to move with the body, respect the skin, and stay relevant for years. For Aisha, clothing is an extension of self-care. Just as women invest in what touches their skin through beauty and wellness, she believes the fabrics worn daily should offer the same standard of comfort, quality, and integrity.
That philosophy didn't come from instinct alone. Aisha has invested heavily in building her expertise through global fashion and luxury programs. She completed online fashion management studies through Università Bocconi, design and forecasting courses at Milan Fashion Campus, and sustainability training provided by Copenhagen Business School. She is currently enrolled in Harvard Business School Online's Creating Brand Value program and will soon complete Central Saint Martins' Slow Fashion & Ethical Practices course. These credentials are not just decorative. They shape Selhaya's capsule-based approach and responsible supply chain.
Her creative process is equally hands-on. Aisha paints original artworks that are digitised into print motifs for Selhaya's silk scarves and inner dresses. Her upcoming capsule, Waves of Light, features signature designs inspired by personal reflection, including the 'Rina Lemon' piece with a lemon-toned silk lining and the 'Sabi' robe featuring a custom giraffe print. Art doesn't just influence her work, it becomes the work.
That emotional connection runs through every aspect of the brand. One of Selhaya's most intimate releases, The Yaqeen Collection debuted on the 9 th of Dhul Hijjah, a date rich with cultural significance. Limited to just nine robes, each piece was meticulously crafted to embody the essence of the moment. This is what sets her designs apart: they carry memory, meaning, and message.
And then there's the giving. Aisha has quietly embedded charity into Selhaya's business model. Five per cent of every sale supports orphan care globally. No campaigns. No headlines. Just consistency. It's a subtle but powerful statement that beauty and responsibility are not separate.
Recognition has followed, though never forced. Selhaya has been featured in notable fashion editorials and highlighted by industry watchlists. But Aisha remains selective. Aisha doesn't treat exposure as a milestone in itself. She weighs each opportunity with care, choosing only what truly reflects Selhaya's purpose and pace. If it doesn't feel right, she lets it go.
That restraint, ironically, is what draws attention. In an age where many brands try to prove themselves louder and faster, Selhaya is doing the opposite, building slowly, choosing carefully, and staying rooted in purpose.
For Aisha Hossain, legacy matters more than hype. And by weaving integrity into every stitch, she is setting a new standard for what it means to lead in luxury, with clarity, with calm, and without compromise.