Novae Avenue Ltd

Clothing · Women's Fashion

Novae Avenue Ltd trades as Himoda and operates a women’s fashion e-commerce site that focuses on modest apparel: maxi dresses, abayas, hijabs, kimonos and coordinated sets. Price points sit in the mid-range bracket, with most garments between £40-£120 and occasional premium pieces reaching £180. Sales are online-only through the Himoda.com domain, shipping worldwide from UK-based fulfilment. The brand’s USP is fashion-forward modest wear that keeps silhouettes loose, necklines high and sleeves full without resorting to heavy layering. Each drop is released in limited colour palettes—earth neutrals, muted pastels and deep jewel tones—so collections mix-and-match easily; the best-known line is the “Signature Abaya Series” that restocks monthly in new fabrications. Product pages list exact measurements, fabric weight and opacity ratings, reducing return rates. Core customers are 18-35-year-old Muslim women in the UK, EU and North America who want clothing that meets religious dress codes yet photographs well for Instagram. They value trend awareness, fabric quality and the convenience of a single destination for complete modest outfits; many cite Himoda’s consistent sizing and fast customer service as reasons for repeat purchase. Himoda competes in the modest-fashion niche against both boutique labels and fast-fashion giants that have added “modest” edits. It differentiates by staying exclusively modest (no non-hijab inventory), offering limited-run colourways to create urgency, and positioning itself as a mid-tier label with premium fabrics at accessible prices rather than luxury or ultra-cheap alternatives.

Modest fashion that's actually worth posting about