Local label Lilit. has made its name in modest wear for women. Its bestselling Comeback Set, for example, is something customers buy in various hues, because thanks to its knit fabric, the cut is loose and the drape is excellent.
Last month, the brand launched its biggest campaign this year, called Get Lit, Get Fit, offering a very wide range of activewear, including swimwear, that will make women looking for modest gear spoilt for choice.
The modest swimwear market isn't big, so customers are used to just buying what manufacturers make, without their choices in mind. But Lilit. is bucking this trend.
In its current line-up are modest swim top and bottom, swimming pants with built-in skirt to hide your bottom's shape, a layered swim top so the fabric doesn't cling to your skin as you get out of water, and an adjustable swim top that cinches at the waist for a top and skirt silhouette.
And then there are matching swimming headgear. You can choose the drawstring one that's elastic around the neck or the conventional tie-back hijab.
Its brand manager, Amee Halim, says the wide range is a conscious decision adopted by the brand to ensure that women no longer need to compromise comfort or style while staying active and healthy, including going for a swim.
"Lilit. is one of the first brands in Malaysia that delivers modest plus-size friendly activewear, which includes a swim collection. We want to offer options in swimwear designs that will enable women of all body types to move and stay active, while allowing our customers to embrace their individual style and needs.
"We want to address the gap in the market and provide women with access to more reliable and functional modest activewear," she says.
GREAT FOLLOWING
Even before its swimwear, Amee says Lilit.'s activewear line already has a huge following.
"Some of our bestselling items are the Bucket Hat Hijab, which is a hat with fabric attached that works as a hijab, and the Active Hijab with anti-slip headband on the inside to keep hair secure while working out," she says.
"The Active Hijab comes with a loop on top of the head so wearers can use it with our hooded tops and jackets to secure it easily."
Amee says the new campaign aims to provide access and ease for all women, irrespective of their choice of activewear.
"Lilit.'s activewear collection includes swimwear, sports hijab, workout tops, bottoms, outerwear and even accessories. Its size ranges from XXS to 5XL (or UK4 to UK22) for women of all shapes and sizes. Our clothes also have many features that address the needs of the modest women.
"From pockets with zippers for running and reflective strip for safety when you are out after dark, we try to put ourselves in our customers' shoes to give them the best option."
DESIGN CHALLENGE
Amee says product creation comes with its set of challenges. "As we examine and understand the challenges faced by many women who are looking to be active in modest clothing, we saw many opportunities and we have attempted to address these with practical solutions," she says.
"This include activewear with sleek and clean silhouette and full coverage, that allows a full range of motion and layered designs that are ideal for beach and pool with nursing-friendly zipper," she says.
"I think besides sizes and shapes, including women from different stages of life, like those who are pregnant or breastfeeding, is also important. You don't want customers to feel left out because they are on a different stage," she says.
Amee says other features include drawstring and attachment to attach top and pants to avoid the swim top from flipping up.
"Our swimming hijab comes with a zipper, buckle or drawstring at the back to prevent exposing the neck while in water," she says.
Amee says one of its customer feedback that Lilit. has received is on stock availability.
"We have received tremendous support for our activewear and some customers could not get their hands on more, so our latest addition to Lilit.'s activewear includes restocks from our previous drops."
She says customers also would like to try Lilit.'s products and the brand is looking at expanding its stores beyond the Klang Valley.
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