This modest fashion brand is making waves in LA and beyond

WUKOgals is the latest acquisition for fashion entrepreneur Joyce Azria, who - after growing up in the family business - knows a thing or two about what it takes to build a successful brand
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This modest fashion brand is making waves in LA and beyond

Modest fashion is trending, not only in the Middle East but worldwide, with millennials and Gen Z increasingly looking for style with a little more substance. And this hasn't escaped the attention of LA-based entrepreneur Joyce Azria, who has now acquired modest womenswear brand WUKOgals.

Joyce Azria grew up in the fashion world, joining the family business and working in BCBG stores as a teenager, before climbing the ranks to Creative Director at BCBGeneration. Now, with a portfolio of her own brands including Avec Les Filles and Rohb, WUKOgals is her latest partnership.

She joins forces with sisters Chani, Elana and Sara who originally launched WUKOgals to fill a void in their own closets. The womenswear collection includes chic dresses, skirts and separates, and if their loyal social following is anything to go by, they’ve got a winning formula.

The aquisition was announced on the brand's Instagram channel where Azria, who herself dresses modestly, explained, “Prayer has power. I always dreamt to take a step into modest clothing and find a company that shares in my ideas and with WUKOgals I found that and three more sisters.”

The power four have already launched WUKOgals’ first ever pop-up store at Azria’s LA office space, but there’s no need to cross seas as the collections are also available online via the brand’s e-commerce store that ships worldwide.

We can’t wait to see what else is on the cards for this modern modest brand.

Images Instagram @wukogals