Our story

In 2006 I graduated as a fashion designer in Milan.

Since then I worked as a denim and casualwear designer for several large brands and have travelled to many parts of the world to do research.

However, while I was in Pakistan I had the chance to learn about the Muslim culture and also about modest fashion.
I realised that although these styles were created for women not at ease about showing their bodies due to their religious beliefs, this style is now evolving to define a new femininity.

The idea of starting Munamer came in 2016.
I wanted to create a new lifestyle concept for women who love life, travel and sport, but who also need to adhere to their modest traditions.

I said: "I want to be the first Italian brand focused on the MODESTWEAR market." 

Spending a lot of time round hotel swimming pools I noticed Muslim women were not comfortable with going into the water because they didn’t have suitable swimwear. Some wore dark-coloured burkinis, quite the opposite of their kurtas or other daytime clothes, which were sophisticated and full of vibrant colour.

I told myself: “There are so many styles and interesting prints on bikinis but nothing similar when we look at burkinis.”

For this reason I decided to start the Munamer project with a swimwear collection. I began buying samples and looking for new print ideas in local markets. I also thought up new designs to blend with traditional taste.

My focus was clear: I wanted to celebrate women whose traditions required them to cover up more than those in Western countries.
I wanted to give them the opportunity to enjoy swimming, and playing with their children on the beach, while still being on trend, elegant, feminine, comfortable and, above all, modest.

                           

 

My Journey with Munamer.

Naouel Stitou Laaroussi

Fashion has always been a passion of mine, particularly modest fashion. In 2016, just before the birth of my first child, I made the decision to start wearing the hijab. Naturally, this shift influenced my personal style, especially when it came to swimwear. I soon realized how challenging it was to find fashionable and elegant burkinis. Most of the options available were outdated, unflattering, and often resembled 1970s tracksuits rather than stylish swimwear.

Over time, the market for modest swimwear slowly began to expand, but I still found many burkinis too plain, uninspired, or lacking the vibrant colors and eye-catching prints I longed for. I often toyed with the idea of designing my own or starting something new.

One day, while scrolling through Pinterest, I stumbled upon a breathtaking image of a burkini, bold, colorful, and paired with a chic turban. It was exactly my style. I was immediately captivated by the brand behind it: Munamer. I visited their website, and by the following summer, I had purchased three of their stunning burkinis.

A few years later, through a unique turn of events, I had the incredible opportunity to connect with Chiara Taffarello, the talented designer behind Munamer. We quickly formed a friendship, which soon evolved into a collaboration. Then, an unexpected but life-changing opportunity arose the chance to take over the brand.

With a mix of excitement and uncertainty, I embraced the challenge. I knew the journey ahead wouldn’t be easy, it would be filled with ups and downs but I also knew that with the right people by my side, success will be within reach.

Munamer is more than just a brand to me; it represents creativity, empowerment, and the beauty of modest fashion. I am honored to continue this journey and share this vision with women around the world.