Meet the Visionary Designer Behind Japan’s First Hijab Brand

In 2017, Kobayashi Kaori, a Japanese fashion designer, embarked on what seemed like a routine trip to Malaysia. Little did she know that this journey would become the foundation for her groundbreaking venture—Xiaxia Hijab Japan, proudly recognized as Japan’s First Hijab Brand. This fusion of Japanese artistry and Islamic values has since become a beacon of cultural understanding, innovation, and sustainable fashion.

Her story is not just one of business success but also cultural exchange, empathy, and resilience. Xiaxia Hijab Japan represents the power of fashion to unite worlds that might otherwise seem worlds apart.

Malaysia: The Unexpected Inspiration

Malaysia’s vibrant culture left an indelible mark on Kobayashi during her visit. The hijabs she saw were more than simple coverings; they were artistic expressions, bursting with personality, style, and individuality. Women wore them in bold colors, intricate patterns, and elegant designs that challenged the stereotypes Kobayashi had once associated with Islamic attire.

“I had always thought of hijabs as purely modest religious garments,” she recalls. “But in Malaysia, I saw how they could also be stylish and empowering.”

This realization struck a chord with her background as a kimono enthusiast and designer. Japanese kimonos, much like the hijabs she admired, are steeped in tradition, with each piece telling a story through its patterns and craftsmanship. Kobayashi began to imagine a creative fusion of these two traditions—an idea that would eventually give birth to Xiaxia Hijab Japan.

Creating Japan’s First Hijab Brand

When Kobayashi returned to Japan, she couldn’t shake the inspiration she had found in Malaysia. She was determined to experiment with hijab-making, using her grandmother’s vintage kimono fabrics as the base. These fabrics, some of which were decades old, carried not only aesthetic beauty but also cultural and sentimental value.

However, transforming kimono fabrics into hijabs was no easy feat. Kimonos are traditionally made from thick silk, which is unsuitable for Japan’s humid climate. Kobayashi spent months experimenting, blending kimono silk with lighter, more breathable materials such as chiffon and sha gauze, a traditional Japanese fabric known for its airy texture and softness. These innovations ensured that her hijabs were not only beautiful but also practical.

By early 2018, just nine months after her trip to Malaysia, Kobayashi launched Xiaxia Hijab Japan. The brand was a trailblazer in the modest fashion space, offering unique hijabs that combined Japanese heritage and Islamic values. Each hijab was a one-of-a-kind creation, crafted from repurposed vintage kimono fabrics.

Learning About the Hijab

For Kobayashi, creating hijabs was not merely a business venture; it was a journey into understanding a culture and religion she previously knew little about. She realized that to design something meaningful, she needed to go beyond aesthetics and grasp the spiritual and cultural significance of the hijab.

Through conversations with Muslims worldwide, facilitated by social media, Kobayashi learned about the hijab’s role in Islamic culture. It wasn’t just a garment but a deeply personal expression of faith, modesty, and identity. This knowledge shaped her approach to design, ensuring that her creations were both respectful and authentic.

Her journey also exposed her to the challenges faced by Muslims in Japan, where Islam is often misunderstood. Stereotypes about the religion and its followers are pervasive, and Kobayashi’s decision to create Japan’s First Hijab Brand was met with skepticism from some friends and colleagues. However, she was undeterred. She believed that fashion could serve as a tool for breaking down barriers and fostering mutual respect.

The Fashion

Kobayashi’s experiences had already taught her the importance of challenging stereotypes. During a trip to China years earlier, she had encountered warmth and hospitality that defied her expectations, shaped by media portrayals of anti-Japanese sentiment in the country. This realization reinforced her belief that personal experiences and human connections were the most powerful antidotes to prejudice.

With Xiaxia Hijab Japan, Kobayashi hoped to do the same for Japan’s perception of Islam. “Fashion is a universal language,” she says. “It has the power to connect people, to show that beauty transcends borders and cultures.”

Through her designs, Kobayashi not only introduced Japanese audiences to the elegance and significance of hijabs but also offered Muslim women a way to experience Japanese culture in a way that aligned with their values.

Related: Kimono Hijab Blends Japanese and Islamic Fashion

Xiaxia’s Rise to Fame

The turning point for Xiaxia Hijab Japan came in 2023 when a video showcasing Kobayashi’s designs went viral on social media. The video highlighted the intricate craftsmanship and use of vintage kimono fabrics, captivating viewers from around the world. The timing couldn’t have been better; the modest fashion industry was booming, and Xiaxia’s unique fusion of Japanese heritage and Islamic modesty resonated with a global audience.

Following the viral success, Kobayashi opened Xiaxia’s flagship store in Harajuku, Tokyo, a district renowned for its cutting-edge fashion scene. The store quickly became a magnet for Muslim tourists visiting Japan, many of whom were drawn to the opportunity to own a piece of Japanese culture that respected their faith and values.

To meet the growing demand, Kobayashi expanded her operations, setting up kiosks at popular tourist destinations across Tokyo. She also began outsourcing parts of the production process while maintaining her involvement in sourcing fabrics and designing hijabs. This balance allowed her to scale her business without compromising on quality or authenticity.

Japan’s Muslim-Friendly Landscape

Kobayashi’s success with Xiaxia is part of a larger movement in Japan toward becoming a Muslim-friendly destination. Over the past decade, Japan has made significant strides to accommodate Muslim travelers, offering halal-certified restaurants, prayer spaces in public areas, and even Muslim-friendly accommodations. These initiatives are part of Japan’s broader goal to host 40 million international tourists annually by 2030.

Xiaxia Hijab Japan aligns seamlessly with this trend, providing Muslim tourists with a unique way to experience Japanese culture. The brand’s offerings are not just fashion items but also cultural artifacts, showcasing the beauty of Japanese craftsmanship through a lens of inclusivity and respect.

Sustainability

In addition to its cultural significance, Xiaxia Hijab Japan champions sustainable fashion. By repurposing vintage kimono fabrics, the brand reduces waste and minimizes its environmental footprint. This approach aligns with the growing global demand for eco-conscious products, particularly among younger consumers.

Kobayashi is deeply committed to sustainability, viewing it as an extension of her respect for tradition and the environment. “Fashion should honor the past while protecting the future,” she says. “Every hijab we make carries a legacy, not just of the fabric but of the values we uphold.”

This focus on sustainability has added another layer of appeal to Xiaxia’s offerings, positioning the brand as a leader in the modest fashion industry’s push for more responsible practices.

While hijabs remain the cornerstone of Xiaxia’s offerings, Kobayashi has ambitious plans to expand her product line. She is exploring the creation of abayas, modest dresses, and other forms of Islamic attire, all infused with the same fusion of Japanese and Islamic aesthetics. These new offerings will allow Xiaxia to cater to a broader audience while staying true to its mission of cultural exchange.

Kobayashi also hopes to collaborate with other designers and brands, both in Japan and internationally, to bring her vision to a global stage. “The possibilities are endless when different cultures come together,” she says. “I want Xiaxia to be a symbol of that creativity and collaboration.”

Building Xiaxia Hijab Japan has not been without its challenges. From navigating cultural misunderstandings to managing the complexities of scaling a business, Kobayashi has faced numerous obstacles. However, her resilience and passion have been the driving forces behind the brand’s success.

Today, Xiaxia is more than just a fashion label; it is a symbol of what can be achieved when creativity meets purpose. Through her work, Kobayashi has shown that fashion can be a powerful tool for connection, understanding, and empowerment.

A Legacy of Unity Through Fashion

As Xiaxia Hijab Japan enters its seventh year, its impact is evident. For Muslim women in Japan, the brand offers representation and inclusion in a society where Islamic culture is often marginalized. For international audiences, it provides a unique way to experience Japanese artistry, demonstrating that beauty knows no borders.

Xiaxia’s success also highlights the potential of the modest fashion industry, which was valued at over $277 billion in 2023 and continues to grow. By blending modest fashion with Japanese heritage, Xiaxia is carving out a niche that sets it apart in this competitive market.

Looking ahead, Kobayashi envisions Xiaxia as more than a fashion brand. She sees it as a movement that celebrates diversity, fosters dialogue and promotes mutual respect between cultures. Through her designs, she hopes to inspire others to see the beauty in differences and the strength in unity.

“True beauty knows no borders,” she says, echoing Xiaxia’s motto. “Fashion has the power to connect us, to show that our differences can be our greatest strength.”

Xiaxia Hijab Japan is more than a milestone; it is a testament to the power of creativity, empathy, and perseverance. By merging the elegance of Japanese kimonos with the modesty of Islamic fashion, Kobayashi Kaori has created something truly extraordinary: a brand that bridges cultures and inspires understanding.

In a world often divided by differences, Xiaxia Hijab Japan serves as a reminder that art and tradition have the power to unite. With each hijab, Kobayashi continues to weave a story of connection, proving that when passion meets purpose, the possibilities are limitless.