**Abstract**

The element of creativity is a vital and interrelated subject to innovation of a product especially in the context of entrepreneurship and business. It is also mentioned by many Muslim and Western scholars in the development of an excellent civilization. Thus, this chapter discusses the importance of creativity and innovation in the pursuit of Muslimah fashion among the Malay Muslim women entrepreneurs of the middle class in Selangor. This chapter also examines the factors that led to the involvement of women entrepreneurs in the Muslim fashion industry. In addition, this study also analyses the element of creativity and Shariah compliance in innovating Muslimah fashion among Malay women entrepreneurs in Selangor, an urban state of Malaysia. This study employs a qualitative approach by using interview techniques or oral history through purposive sampling. The sample was selected based on the criterion sampling and a total of ten (10) informants were involved in the study. Data were analysed descriptively using content and thematic analysis. In addition, observation methods are also utilised to strengthen data collection of the study. The findings indicated the importance of creativity and innovation in the production of Muslim fashion and design products.

**Keywords:** creativity, innovation, Shariah, middle class, entrepreneurs, civilization
