Fashion House
Timeless aesthetics for a modern life: expression, with integrity.
Alainz Fashion House reimagines timeless aesthetics for a modern era, creating and curating original design that is accessible without being ordinary. Its passion reaches beyond beautiful clothes: since inception it has championed humanity, modesty and inclusivity, on the belief that everyone should feel confident expressing who they are. The division partners with visionary designers and established houses to offer a diverse range of brands and styles under one trusted umbrella.
The division's portfolio brings together signature designer labels, including Afifa and Alina, and the Maha & Lina platform, a house-by-house curation of contemporary collections catalogued design by design. Across all of it runs a commitment to ethical, sustainable practice: collaborating only with partners who share the Group's principles, and treating positive impact on society and the environment as a core value rather than a marketing line.
labels & platform
curated edits
Fashion philosophy
Fashion as self-expression, grounded in modesty, craft and responsibility, an invitation to feel great as yourself, made with respect for the people and planet behind the garment.
Signature labels, one trusted umbrella.
The division partners with visionary designers and established houses to offer a diverse range of brands and styles under one name.
- Signature designer label
Afifa
A signature label from a partnered designer, offered under the Group's trusted umbrella.
- Signature designer label
Alina
A signature label from a partnered designer, part of a diverse range of brands and styles under one name.
- Curated platform
Maha & Lina
A house-by-house curation of contemporary collections, catalogued design by design and presented with clarity and taste.
- Lawn
- Chiffon
- Khaddar
- Embroidered edits
What the division makes and curates.
Designer labels
Distinctive collections from partnered designers such as Afifa and Alina.
Curated collections
The Maha & Lina platform: contemporary lawn, chiffon, khaddar and embroidered edits, catalogued house by house.
Occasion & lifestyle wear
Festive, formal and everyday ranges across a spectrum of styles.
Expression, with responsibility.
Since inception, the division has championed humanity, modesty and inclusivity, and treated ethical, sustainable practice as a core value rather than a marketing line.
- 01
Modesty
Design grounded in modesty and craft, an invitation to feel great as yourself.
- 02
Inclusivity
The belief that everyone should feel confident expressing who they are.
- 03
Humanity
A passion that reaches beyond beautiful clothes, since inception, to the people behind the garment.
- 04
Responsibility
Ethical, sustainable practice: collaborating only with partners who share the Group's principles, and treating positive impact on society and the environment as a core value, not a marketing line.
A considered, discovery-led experience that helps customers find pieces that fit their identity, curated, catalogued and presented with the clarity and taste the Group is known for.
Room to grow across new labels, categories, retail and digital commerce, and international markets, extending the Group's lifestyle presence while holding to its values of modesty, inclusivity and sustainable design.
"Whatever carries the Alainz name is made to be trusted."