How One Designer’s Journey Created Japan’s First Hijab Brand

Japanese fashion designer Kobayashi Kaori’s journey into hijab-making began with an unexpected spark of inspiration during her first trip to Malaysia in 2017.

Taken by the beautiful array of hijabs she saw, she was drawn to their vibrant colors and intricate designs, Nippon.com.

Kobayashi had originally perceived hijabs as modest, religious attire, but her experiences in Malaysia showed her their stylishness and individuality, which resonated with her love for traditional Japanese kimonos.

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When she returned to Japan, Kobayashi was determined to try her hand at hijab-making, using her grandmother’s vintage kimono fabric.

“It was a lot of trial and error,” she recalls of her early attempts. She experimented with different materials, blending kimono silk with lightweight fabrics like chiffon, suited to Japan’s humid climate.

Nine months after her Malaysian trip, she launched her brand, Xiaxia Hijab Japan, bringing together traditional Japanese aesthetics and Islamic fashion.

Learning about Islam

As her interest in hijabs grew, so did her curiosity about Islam. She reached out to Muslims worldwide, learning about the cultural and religious significance of hijabs and building a support network that encouraged her in her craft.

Despite this, some friends in Japan were wary of her new venture, as negative stereotypes about Islam and Muslims were widespread.

Kobayashi herself had learned to see beyond stereotypes during a previous trip to China, where she experienced warmth that contradicted the anti-Japanese sentiment she’d expected.

Recognising the power of personal experience to overcome biases, she became even more committed to building cross-cultural understanding through her work.

Kobayashi’s Xiaxia hijabs caught the attention of Muslim tourists, especially as she adapted her designs to use sha gauze, a traditional Japanese fabric similar to chiffon.

The brand steadily gained popularity, particularly after a video of her work went viral on social media. In 2023, Kobayashi opened a physical store in Tokyo’s Harajuku, where demand for her unique hijabs surged.

With Xiaxia now in its seventh year, Kobayashi has expanded her presence at various Tokyo tourist sites, catering to a diverse global audience.

She even outsources parts of the production process to keep up with growing demand but remains personally involved in sourcing vintage kimono fabric and designing each piece, making every hijab a one-of-a-kind creation.

Kobayashi sees Xiaxia as Japan’s first domestic hijab brand and envisions expanding into other Islamic attire, like the abaya.

By blending Japanese artistry with Islamic fashion, she hopes to foster greater understanding between Japan and the Muslim world.

“True beauty knows no borders,” proclaims Xiaxia’s homepage—a sentiment that Kobayashi brings to life as she uses her craft to bridge cultures, creating opportunities for mutual respect and appreciation.