Brand Tone

Empowering, Sophisticated, and Community-Centric.

Brand Values

• •Faith and Conviction
• •Quality and Innovation
• •Empowerment and Confidence
• •Community and Sisterhood
• •Advocacy and Representation

Best Practices

• •Lead with Empowerment: Frame every message, from product descriptions to social media captions, around the core idea of empowering the wearer. Use strong, positive verbs and focus on the feeling of confidence and strength the product provides.
• •Use Elevated Language: Reflect the premium quality of the product in your word choice. Use terms like "crafted," "luxurious," "meticulous," "flawless," and "innovative" to distinguish the brand from fast-fashion alternatives and justify the premium price point.
• •Speak to the "Sisterhood": Write in a warm, inclusive, and community-centric tone. Use "we" and "you" to create a direct conversation with the customer. Acknowledge her intelligence, her faith, and her multifaceted life.
• •Weave in the "Why": Connect the product back to the brand's deeper mission. A hijab isn't just fabric; it's a symbol of faith, identity, and choice. Subtly reinforcing this adds emotional weight and builds a stronger brand connection.
• •Maintain Visual and Verbal Cohesion: Ensure that the sophisticated, clean, and empowering tone of the copy is perfectly matched by the visual branding across all channels—from website photography to the social media feed. This creates a powerful, unified brand experience.

Social Perception

Haute Hijab is widely perceived as a trailblazing and aspirational brand that has successfully filled a critical gap in the market. Customers view it as a trustworthy source for high-quality, beautiful hijabs, with many expressing strong brand loyalty and becoming repeat buyers. The high price point compared to commodity hijabs is noted, but generally justified by customers who value the superior quality, durability, and design. The public and media see Haute Hijab as a leader in the multi-billion dollar modest fashion industry and a culturally significant company shaping conversations around inclusivity and modern faith. The founder, Melanie Elturk, is viewed as an authentic and inspirational figure whose personal journey and legal background in civil rights lend credibility and depth to the brand's mission. While some academic discourse questions the commercialization of a religious symbol, the overwhelming perception among its target audience is that the brand enhances their ability to express their identity with pride and confidence.

Copy Examples

• •More Than a Hijab. It's Your Crown. Crafted with luxurious, innovative fabrics for unparalleled comfort and confidence. Discover the hijab you've always wished for.
• •Elegance you can feel. Confidence you can see. Our new Luxe Satin Hijab in 'Midnight Sapphire' is designed to drape flawlessly, empowering you to move through your day with grace and power. Because you deserve to feel as incredible as you are. #HauteHijab #PowerInHerPocket
• •For the woman who does it all... and does it beautifully. A sneak peek of our new Bamboo Wovens, designed for breathability, sustainability, and effortless style.
• •Redefine Your Style. Reaffirm Your Identity. Don't just wear a hijab—thrive in it. At Haute Hijab, we combine faith-inspired purpose with runway-level quality to create hijabs that empower you. Join a community of powerful women celebrating their identity with confidence. Shop The Collection
• •The Premium Jersey Hijab - Your Everyday Confidence. Meet the hijab that feels like a second skin. So soft and effortless, you’ll forget you’re even wearing it. Our best-selling Premium Jersey is cultivated for its perfect weight, flawless drape, and all-day comfort. Whether you're leading a meeting, running errands, or simply enjoying a quiet moment, this is your go-to for looking and feeling your best. Ethically made and designed to last, it’s the foundation of a confident wardrobe.