Launch of modest swimsuit line makes waves
Fall 2024 will see the exciting launch of a new modest full-coverage swimsuit line, MUNA Swimwear, created by TMU alum Faareha Asad who saw a gap in the market for full-coverage fashion-forward swimsuits.
There’s no better way to beat the heat than in the water.
And while swimwear generally ranges in options from one piece to the yellow-polka dot variety, many women are choosing modest swimwear that provides full coverage. These swimsuits can be the preferred option for a variety of reasons, including alignment with religious and moral beliefs, increased sun safety and boosting confidence pool-side or at the beach.
Modest swimwear generally offers full body coverage and can even include a head covering, but marketplace options are limited and not style focused. Seeing a gap in the market for modest full-coverage swimsuits that are also fashion-forward, marketing management alum Faareha Asad wanted to offer a solution that embraced coverage confidently.
“My aim was really to make something accessible for women that dress conservatively,” says Asad about the motivation behind her new line, MUNA Swimwear (external link) , which is launching pre-orders this September and features modest and sustainable swimwear that doesn’t compromise on style or functionality.
Made for the bold
Taking advantage of a business trip to Asia, Asad took the opportunity to photograph her new collections
“It takes a certain level of boldness to be able to stand out from the crowd confidently.”
For Asad, wearing modest swimsuits means going against the current. It takes courage because it makes you stand out in shared public places and society, she explains.
“I’ve experienced feeling like an outcast because I chose to wear leggings or a baggy t-shirt to swim in, as the options for fashion-forward full coverage swimwear are extremely limited for women and girls,” says Asad. “I want women like myself to push past any cultural or societal limitations and learn crucial life skills like swimming, especially if they previously avoided water activities due to a lack of inclusive swimwear options available to them.”
Asad is changing perceptions of full coverage swimwear by giving women the opportunity to join aquatic activities while looking great and feeling good.
“It really takes a ton of courage to dress differently and still be true to yourself. As someone who loves swimming and going to the beach, yet never felt fully comfortable, I am certain there are many women for whom this experience will resonate. I wanted to offer bathing suit options to uplift women like myself and in my communities, by ensuring they also receive the comfort, coverage, and fashionability they desire.”
TMU’s Fashion Zone supports inclusive, sustainable fashion design
It’s all in the details. MUNA Swimwear features button fasteners to maintain the swimsuit’s fit in and out of the water. The Fashion Zone is proud to support MUNA Swimwear as part of its ecosystem, championing sustainability, inclusivity, and growth in the fashion industry.
Asad’s passion project became her sole focus when she decided to put a pause on her marketing career to launch her own business.
She credits the Fashion Zone incubator (Zone Learning) located in The Creative Enterprise Hub with supporting her as she chartered new waters.
“I was determined to create swimwear that I could proudly wear, so I started the product development process — doing research and talking to manufacturers — while balancing a full time job in marketing,” she says. “When I decided to commit to it, my acceptance into the Fashion Zone helped bring me closer to my goals.”
Asad’s new line has been incubated at The Fashion Zone since the fall of 2022. The fashion business accelerator at the Innovation Studio is Canada's fastest-growing incubator for fashion-inspired businesses.
"At the Fashion Zone, we are immensely proud of Muna Swimwear’s remarkable development and progress,” says Brian A. Richards, manager, Fashion Zone. “Watching the brand grow from concept to product has been truly inspiring and we remain committed to supporting Muna Swimwear’s journey via access to facilities/equipment, programming, mentorship, and any eligible funding opportunities. Their success is a testament to the vibrant creativity and innovation that drives our community, and we are excited to continue playing a role in their ongoing achievements."
The Fashion Zone is a thriving and inclusive hub that supports fashion startups, students, and entrepreneurs, empowering individuals from all backgrounds to express their unique talents.
While Asad’s commerce degree and experience in marketing gave her the skills and confidence to take on a new venture, the Fashion Zone provided pivotal guidance in fashion design, material sourcing and working through startup challenges, and included valuable networking opportunities and mentorship from fashion professionals like textile specialists.
She soaked it all in.
“Without the mentors and advisors who provided me with creative solutions and advice when unexpected roadblocks arose, I would have really struggled on my own,” says Asad. “Having access to professionals with varying skill sets who provided unwavering support and guidance has gone a long way.”
Sustainability is also an important aspect of Asad’s brand ethos.
“The fabric I use is made from recycled fishing nets,” she says. By repurposing discarded nets MUNA Swimwear is helping to reduce pollution in our oceans and prevent harm to marine life. The fabric is also high quality, durable and long-lasting. “Muna swimsuits are also chlorine resistant, block 99% of the sun's rays, and are highly durable for a long-lasting swimwear option,” she says.
She also uses innovative fabrics, sourced from Italy, that use quick-dry technology so that beach days can be comfortably long.
Faareha Asad draws on her marketing skills and Fashion Zone support to launch her modest full-coverage swimwear line.
Not just for the risqué-averse
Asad’s original business idea was based on solving a problem for a specific target consumer, Muslim women of varying degrees of conservatism. However, during Fashion Zone presentations and networking events, she quickly came to realize the market was much more vast.
“I heard from women who wanted to feel comfortable in front of colleagues on work trips, or wanted more coverage in general as well as protection from UV rays at the beach,” she says. “Some women also had skin sensitivities like psoriasis and felt self-conscious in traditional swimwear.”
TMU alum brings inclusive swimwear line to market this fall.
The inclusive fashion brand is launching with two new collections that are anything but status-quo.The Coastal Collection features reflective strips that capture light with shimmering effect. Both collections offer vibrant colours that maintain their vibrancy in shades like ‘conch’ pink, ‘iguana’ green and ‘jellyfish’ purple. The Coastal swimsuits also feature button straps to keep the top tied to the leggings while swimming and deep zippers to make it easy to change.
With various chic, contemporary silhouettes for full-coverage needs, fashion entrepreneur Faareha Asad’s MUNA Swimwear promises to be the fashion conscious option for the fearless.
Watch for the Fashion Zone’s next intake dates for this September and sign-up to MUNA Swimwear’s newsletter to get the latest details on collection drop dates for the fall!
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