Muslim consumers’ spending on attire and footwear has increased and is expected to reach UDS402 billion by 2024. Driven by the tremendous interest in modest clothing, Islamic fashion shows are booming all over the globe. In Southeast Asia, the Malaysia Islamic Fashion Festival is held on a national scale every year. However, the current phenomenon of Muslimah fashion is based on tabbaruj and neglecting the Islamic ethical value. Hence, this article aimed to explore characteristics of libas al taqwa that comply with true Islamic brand attire practices. A qualitative approach was employed to gather information for the study through textual analysis from Tafseer Quran, and Hadis as references. The results demonstrate that the the finding of libas al-taqwa can be categortized into the characteristics of libas al-taqwa that align with Islamic teaching. This research complements the conceptual contribution by adding a new knowledge in understanding the characteristics of libas al-taqwa as a true Islamic brand attire. Therefore, this contribution will bring benefit for academic literature, create awareness among Muslim brand attire firms, consumers, as well as to the authority in creating the guideline for the firms.
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