Royaume De L'Elegance, feminine and veiled
What does it really mean to make inclusive clothing? In the Western world, we often associate inclusive fashion with the extension of size ranges, but not the inclusion of varying ethnicities.
Inclusive fashion should also encompass the empowerment of those who belong to different religions. Those who practice modesty as part of their religious commitment should have more choices in fashionable garments.
This is the exact problem founder Foulemata has addressed with her brand Royaume De L'Elegance, a brand dedicated to creating modern, elegant, and luxurious abaya pieces. She started the brand by winning Blackstone Launchpad, an entrepreneurial competition, at Lehman College in collaboration with YAO Academy. Keep reading to discover how Foulemata plans to help women on their journey to discover modest femininity through her fashion brand.
(Edited for brevity)
Face-to-face with Foulemata
FOTB: Who is Foulemata? Tell us more about yourself, as a person and as an entrepreneur, where did the idea for your brand come from and what inspires you?
Foulemata: Royaume De L’Elegance is a Senegalese-owned luxurious brand. The CEO and founder of Royaume, me, is a young lady who wants to empower women… My goal is to support and educate girls on how extraordinary they are. Femininity and elegance have always been a part of me, and I have a goal for all women to express these qualities.
Tell us, how did this idea come about?
Royaume De L’Elegance is a brand that came from my love for modest clothing. I wear abayas in my everyday life from going to school, attending high-end events, or running errands. I’m always in my abayas no matter the occasion.
It took time for me to be comfortable wearing abayas in my everyday life because abayas are a fashion style that is not represented much in the fashion industry. As my confidence in my abayas increased. I saw those around me being attracted by them. I always got complimented on how elegant and luxurious abayas are. These compliments were from strangers, classmates, and colleagues. There are some who even ask if they are allowed to wear abayas since it is mostly worn by Muslims.
Seeing this impact and how I was slowly being empowered by my choice of fashion style, I decided to share this with the rest of the women around the globe. Besides my love for abayas, which is a core factor of the creation of my brand, another thing played a big role. I’ve noticed many different issues surrounding modest clothing. For instance, the exorbitant price of luxurious modest clothing, and the underrepresentation of elegance and femininity through luxurious clothing pieces.
Our brand ethos is to bring a fresh lens to the global fashion industry. We empower women to be beautiful, luxurious, and elegant no matter their choice of clothing style.
Is the royal kaftan your signature garment? How did it come about?
The Royal Kaftan was the signature garment during the official launch. The reason why I decided to start with kaftans is because of my attention to detail when it comes to the abayas I wear. Kaftans are a clothing style that is made with close attention to the materials used. The Royal Kaftan is made in Dubai using a shimmery premium satin fabric. A fabric known for its luxurious feel and the opulence it gives out once worn.
Kaftans are also lightweight garments that are easier to wear and can be styled up or down depending on the occasion. From date nights to brunch, to weddings, and running errands The Royal Kaftan covers them all. I wanted women to spend less time worrying about what to wear. The goal was to make women feel confident, and luxurious without putting in effort.
How difficult was it to establish yourself with your idea in a world where little importance is still given to the needs of a minority, such as the Muslim female population?
Deciding to put myself out there and bring change to the global fashion industry was the hardest decision. I had my business idea for years, but I would always tell myself to wait for the right moment. I’ve come to realize there is no right moment when it comes to anything in life.
Being a Muslim woman in the West, it became increasingly difficult to find trendy clothing that was both high quality and modest. Shops like Zara and Nordstrom were my go-to’s but they always lacked something, whether cuts were too short or revealing or the price tag did not coincide with the quality of the garment. That’s when I finally decided to go forward with launching my business. It was time for women who wear hijab or veil to be represented globally.
Would you recommend to young women who want to establish themselves as entrepreneurs in today's society?
As someone who, I would say, is a beginner in the entrepreneurial world. I can loudly say it is not easy. You must be dedicated and truly love what you are doing, because being an entrepreneur requires, clapping for yourself when no one is, being willing to fail and pick yourself back up, and daring to put yourself out there without fear.
You must overcome your fear of what people will say or think and believe in yourself fully. Many will doubt your potentials, but you must believe in yourself no matter what and always trust the process. Despite all the ups and downs when it comes to entrepreneurship, it is an amazing journey filled with self-discovery and opportunities. So, to all my beautiful ladies out there I want to say to you “just do it.” Amazing things are waiting for you out there. And I am here to support you.
