Alice Giani Margi started her journey into the fashion world when she moved to Saudi Arabia back in 2009. As an Italian living in Riyadh, she was driven by her passion and motivation to create a luxurious yet comfortable brand that emphasises the beauty and the strength of the modern woman that wants to dress modestly. Inspired by real women and their real needs and dreams, she founded the eponymous label in Milan, the heart of fashion, with the goal of merging the quality of the iconic Italian tailoring and the value of modesty into a unique collection of timeless garments.

Introducing the new concept of modest sportswear, transformable abayas and hoods with hair-lock system, Alice combines traditions and heritage with a modern vision in order to create models that all women from around the world can approach in their own personal and stylish way.

Quality, comfort and modesty are at the very core of her vision, combining Italian minimal elegance, modest values and stylish comfort into the perfect partner for modern women with an active lifestyle.


Established in 2015, Alice Giani Margi is the first Italian modest fashion label, born from a dream.

We are committed to craftsmanship and we believe that a handmade product has unparalleled magic. It takes our experienced tailors 3 days and lots of love to make the perfect abaya. Handcrafted from the finest Italian fabrics and accessories, Alice’s collections combine the best of Italian artistry, heritage and modern design. The result: eternal modest pieces with unequaled comfort, durability, functionality and style, suitable for all women, all body shapes and transformable for all occasions.