Our Journey
About OVA. Our Journey
Every Brand Has a Beginning. Ours Started with a Personal Journey. In the year 2000, a young woman made a life-changing decision—she embraced Islam. Along with her faith came a new way of dressing, one that reflected her values of modesty and grace. But finding clothes that were both stylish and modest, suitable for Singapore's tropical climate and her busy life, proved challenging. So she did what any creative soul would do: she designed her own. Trained at LaSalle College of the Arts in fashion design, she possessed the skills and vision to bring her ideas to life. What began as a personal project—creating outfits for herself—soon caught the attention of friends. They admired her style, her attention to detail, and the way her designs balanced modern aesthetics with modest values. Soon, she was designing for them too.
From one design to a Boutique
The demand grew organically, spread by word-of-mouth and a shared appreciation for thoughtfully designed modest wear. What started as sewing for one became sewing for a small circle of friends, and soon, that circle grew. It was clear there was a shared desire for a kind of fashion that are hard to find: clothing that honoured faith without compromising on personal style. In 2004, what started as designing for friends evolved into something more—a physical boutique at the iconic Haji Lane, a street synonymous with creativity, indie spirit, and Singapore's vibrant fashion scene .As the brand grew, so did its presence in the neighbourhood. OVA moved to Jalan Pinang, then to Jalan Pisang, each location deepening its roots in the historic Kampung Glam district—a place rich with culture, heritage, and the everyday sights and sounds of Singapore's Muslim identity.
By 2015, OVA had found a home at North Bridge Road, directly opposite the majestic Sultan Mosque. Here, surrounded by the cultural heartbeat of Kampung Glam, the brand flourished. The location was more than just a shop—it was a statement. For a decade, that shophouse was more than a store; it was a meeting point, a style destination and a cherished part of the neighbourhood. OVA was proudly situated in the heart of a community that shared its values, drawing inspiration from the beautiful blend of tradition and modernity that defines the neighbourhood.
Designed for the Modern Woman
Throughout this journey, the founder's mission remained clear: to design for ladies who want to dress up—for work, for life, for every occasion—with comfort, style, and modesty at the core .OVA understands that the modern woman wears many hats – in this case, hijabs. She needs outfits that transition seamlessly from the office to casual outings, from family gatherings to quiet moments of reflection.
Our designs prioritise:
- Comfort without Compromise: We believe you shouldn't have to sacrifice ease for elegance. Our pieces are crafted to move with you, not restrict you.
- Style with Substance: Modern silhouettes, thoughtful details, and timeless appeal—because modesty and fashion are not mutually exclusive.
- Values-Driven Design: Every piece respects the principles of modest dressing while celebrating the individuality and confidence of the woman who wears it.
Designed in Singapore, Made for Our Climate
Living in Singapore means designing for humidity, heat, and the need for breathability. That's why OVA has always favoured natural fabrics like cotton and dry fit—materials that feel good against the skin, allow the body to breathe, and stand up to our tropical weather. Comfortable, practical, and effortlessly stylish.
A New Chapter: OVA Goes Digital
In 2023, after more than nineteen years of welcoming customers through our doors, OVA bid farewell to its physical boutique and embraced a new way of connecting. We moved our operations online and launched our very own website in 2025.This shift wasn't an ending—it was a new beginning.
Going digital allows us to:
- Reach you wherever you are, in Singapore and beyond
- Offer a seamless shopping experience from the comfort of your home.
- Continue sharing our story with a growing community of women who value modest, beautiful, thoughtfully made clothing.
Our Promise to You
At OVA, every piece we create carries a piece of our journey—from a personal quest for modest style, to a beloved boutique in Kampung Glam, to a digital space where we can connect with you directly. We remain committed to designing for the woman who wants to look good, feel comfortable, and dress in a way that honors her values. Whether you're dressing for the boardroom, a casual weekend, or anything in between, OVA is here to help you express your unique style—modestly, beautifully, and authentically.
Welcome to OVA. Welcome to our story.
OVA Modest Wear, Designed in Singapore, Made for You.