As a company, Belaqise aims to innovate the fashion business. With this label they introduced a new size standard that they call Sheyp. They felt the need to develop a new standard because the existing standards such as the ‘ S, M, L…’ or ‘ 32, 34, 36…’ sizes were simply not well tailored to modern woman.
They also don’t measure women with a tape measure but with a body scanner which matches every part of a women’s unique body to exactly the right sized clothing. It’s a customer centric approach that appears obvious, tailored (forgive the pun) clothing.
With Sheyp they introduced a superior fitting standard which flatters the woman of today and “celebrates” her natural shape and beauty. The sizes are non-judgemental they don’t think of women as being Small, Medium or Large.
This very customer focused approach is revolutionary in the clothing world let alone the women’s one. However as a result returns have declined from the industry average 40% to 10% because the clothes actually fit the female customer and they are much happier when they wear them.
Instead of a fixed amount of seasons, Belaqise also has a continuous collection throughout the year. This means that they renew their collections every two weeks with new designs and items. Most of the designs can be worn in multiple ways to fir the woman of today’s busy life.
Founder of Belagise is former Shell employee and economist Ahmed Mahla. His motto is: The designs should be feminine without being trashy and luxurious without being loud.
Will it take off in the UK or Asia? Time will tell.