Founded in August 2024 by Sheymah Begum, Maayra.S is a modest wear brand that celebrates culture, family, and identity. What began as a search for a shawl turned into a growing fashion label that brings together Pakistani embroidery and Melay modest wear aesthetics—all thoughtfully curated for women in Singapore. Named after Sheymah’s daughter, Maayra Shehzady, the brand is both a personal legacy and a bridge between traditions. With a blend of bold colors, elegant cuts, and quality fabrics, Maayra.S offers more than clothing—it offers a sense of belonging. Each piece is designed to reflect the beauty of cultural fusion while ensuring comfort, quality, and wearability for women across generations.
Cultural Fusion in Every Thread.
What truly sets Maayra.S apart is its distinct design language—a reflection of Sheymah’s Pakistani roots and her life in Singapore’s multicultural setting. While modest wear is common, Sheymah noticed a lack of representation for Pakistani styles in the local market. Through Maayra.S, she introduces intricate embroidery, vibrant color palettes, and traditional silhouettes with a modern twist.
Behind every design is a collaborative family effort. Sheymah works with her husband and family to gather inspiration and develop ideas that are then brought to life with skilled manufacturers in Malaysia[1] . The goal? To create modest wear that’s not only beautiful but deeply meaningful and original—never copied, always inspired.
Quality Starts with Fabric.
For Sheymah, fabric selection isn’t just a step—it’s the foundation. She insists on only using textiles she would wear herself, often going through multiple samples to ensure the right fit, feel, and finish. Whether it’s recreating the richness of Pakistani fabrics or making sure each piece drapes just right, Sheymah takes a hands-on approach to product testing and development.
Family and friends are her first product testers. Each new material is passed around for real-life feedback before being finalized. This grassroots quality check ensures that every Maayra.S piece feels just right for daily wear, festive occasions, and everything in between. It’s modest fashion that feels good, looks good, and lasts.
A Brand for All Ages.
Maayra.S has quickly built a loyal community of women who connect with its style and story. From stylish women in their 20s to graceful ladies in their 50s, the brand’s appeal spans generations. Sheymah was especially moved by the response to her Eid 2025 collection, which featured vibrant Punjabi suits for women and kurtas for men—showcasing Maayra.S as a go-to for festive wear with cultural depth.
For Sheymah, the most rewarding part has been watching a simple idea grow into something real. “It started with just trying to buy a shawl,” she says. “Now, I have a brand that carries my daughter’s name—and hopefully, one day, it’s something she can be proud to take forward.” The journey is still unfolding, but the heart behind it is already woven into every stitch.
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