London, 16 March 2026: ASOS, the go-to fashion destination, has launched modest wear label IYAL, becoming the exclusive UK and European wholesale partner.
Designed with a modern approach to modest dressing, the debut collection on ASOS features 64 styles across occasion wear, tailoring and elevated everyday pieces. The range features elegant dresses with ruffles and cape detailing, coordinated cotton and woven sets, tailored skirt suits, and a standout selection of matching hijabs in both plain shades and statement prints, offering customers complete, stylish looks with ease.
The colour palette combines versatile neutrals with vibrant coral, orange and cobalt blue tones designed to feel fresh and uplifting for Eid celebrations while offering wearable pieces designed to be styled beyond the season.
The launch marks a significant expansion of ASOS’ modest fashion edit, giving customers across the UK and Europe access to a fashion-led new name in modest dressing.
Shazmeen Malik, Brands Director at ASOS said: We’re excited to introduce IYAL to our customers. The brand brings a fresh, trend-focused approach to modest dressing, with pieces that are both stylish and contemporary. Its launch builds on our momentum in bringing exciting international labels to ASOS and further strengthens our global brand mix.
IYAL is now available to shop at ASOS.com.
About ASOS
Founded in 2000, ASOS has 17 million active customers in over 200 markets. We bring fashion lovers around the world the best and most relevant fashion through our unique own brands, including ASOS DESIGN, ARRANGE, COLLUSION, Topshop, and Topman, styled with the most exciting products from local and global partner brands. With our expert in-house design team and agile and flexible commercial model, including ASOS Fulfilment Services, Partner Fulfils, and Test & React, we make the latest trends accessible to all and give customers the confidence to be whoever they want to be.