Unveiling trends

A look at fashion and tourism innovations at HIITS 2024

As a premier platform for the latest developments in the halal industry, exhibitors from near and far presented their products and services at HIITS 2024. From food and beverages (F&B) to cosmetics, fashion, home essentials, and tourism, the event showcased the diverse sectors shaping the halal market today. PT. Wahyu Promo Citra Project Director and HIITS Event Organiser Satrio Sukur emphasised strict compliance with halal certification standards as a key criterion when selecting exhibitors. Among the standout exhibitors were Taqeeya and Uzbekistan Travel. Their offerings highlighted the expanding influence of halal beyond food.

MODEST FASHION

Taqeeya by Enggar, an Indonesian abaya brand with a 17-year legacy, recently won the Best Abaya Brand award at the prestigious Istanbul Halal Expo 2024. This global recognition not only serves as a testament to Indonesia’s craftsmanship and creativity but also reassures the audience of the brand’s quality on the international stage.

Black is a signature element of Taqeeya’s identity. While all pieces are in black, each one features unique details that set it apart from other black abayas. Taqeeya Founder and Designer Enggar Rahardjo believes black is a colour favoured by many women due to its versatility and elegance.

“It seems that all women like to wear black. So, we want to present this colour in a way that introduces a new expression for Muslim women,” she remarked.

Taqeeya also adapts its collections to the cultural preferences of the countries where it exhibits, ensuring the designs resonate with local tastes while staying true to the brand’s identity.

“When entering a new market, like Saudi Arabia, we first study the local preferences and abaya styles there. We then tailor these insights to fit Taqeeya’s design ethos. This approach has consistently proven successful in penetrating new markets,” said Enggar.

Taqeeya’s latest collection, which was launched at HIITS, reimagines the classic abaya with a contemporary twist. The design includes cape sleeves, lending it a semi-formal look. According to Enggar, this style has been well-received in the Istanbul market, stating: “People there love wearing caped abayas like this.”

Taqeeya’s abayas also feature intricate beading patterns, adding visual interest to the overall design. The beadwork, arranged in unique formations, reflects the brand’s attention to detail and craftsmanship. Combined with Taqeeya’s innovative approach, these details have played a key role in the brand’s positive reception.

HALAL TOURISM

Representing a nation steeped in Islamic history and culture, Uzbekistan offers a welcoming experience for halal-conscious travellers. Uzbekistan Travel’s participation in HIITS 2024 is strategically aimed at showcasing its tourism potential.

With 80 per cent of its population being Muslim, Uzbekistan guarantees easy access to halal food and Muslim-friendly accommodations, a key concern for Muslim travellers.

“Indonesian travellers won’t face any difficulties in finding halal meat or food here because everything is halal,” said Humoyun Magdiev, representing Uzbekistan Travel.

Magdiev also highlighted the country’s well-developed infrastructure, including its luxury accommodations, from international chains such as Mercure and Intercontinental, and transportation options such as the bullet trains connecting key cities like Tashkent, Samarkand, Bukhara, and soon Khiva. This seamless connectivity ensures comfortable and efficient travel within the country.

Besides convenience, Uzbekistan’s appeal lies in its rich Islamic heritage. The country is home to significant sites, including the Imam al-Bukhari Mausoleum near Samarkand. For Indonesian travellers, Uzbekistan presents an opportunity to connect deeply with Islamic culture and history.

As Indonesian Muslim travellers increasingly demand integrated travel experiences, Uzbekistan aims to position itself as a stopover for Umrah pilgrims.

“Indonesian Umrah agencies are showing interest in expanding their pilgrimage packages beyond traditional destinations and are already incorporating places like Turkey,” noted Magdiev.

This trend opens opportunities for tailored travel packages, with potential for government support and strategic alliances. By integrating Uzbekistan into Umrah itineraries, Indonesian travel agencies can diversify their offerings while Uzbekistan strengthens its position as a premier destination for halal tourism.

MOVING FORWARD

Endorsed by Indonesia’s key halal authorities, The Halal Product Assurance Organising Body (BPJPH) and the National Committee for Shariah Economy and Finance (KNEKS), HIITS aligns with the nation’s vision of becoming a global halal hub. This support underscores the event’s role in advancing Indonesia’s halal economy.

“There are plans to expand HIITS and Halal Fair outside of Indonesia, with Riyadh, Saudi Arabia, being considered as a potential future venue,” shared Satrio.

This expansion would mark a significant step in extending the reach and influence of HIITS to the Middle East, a key region in the global halal market. Hosting the event in Riyadh would not only strengthen international collaborations but also position HIITS and Halal Fair as global platforms for promoting halal products, services, and initiatives.