**4.3 The implementation of the Shariah compliance in designing creative and innovation Muslimah fashion design**

Almost all informants understand their obligation to apply the Shariah-compliant aspects in designing any creative and innovative design for Muslim customers. This indicates that they realise on their religious responsibility to provide and promote a

### *Creativity, Innovation and Shariah Compliance by the Malay Middle Class Women… DOI: http://dx.doi.org/10.5772/intechopen.109655*

proper Shariah-compliant design for the Muslim fashion such as in dress, garments and head scarf. There are significant relationship between creativity, innovation and the Shariah-compliance in designing the Muslim fashion that can be proved through the informants' convictions.

*"Shariah compliance is an Islamic principle of law. The Islamic law is primarily based on The Quran and as-Sunnah. The products supplied and produced must be coincided with the Islamic law. For me, the Muslimah fashion products must comply with the Shariah compliance itself in order to avoid defamation from God" (I1).*

*"As a Muslimah fashion designer and entrepreneur, the element of creativity and innovation should be harmonized with the Shariah-compliant. These are imperative pre-requisite to our products in order to avoid any perception that the product is contradicted to the Islamic principles and is an obsoleted design. We try to convince our customers that we will always produce the best for the adherents of the Muslimah fashion who always put their confident on our collections" (I2).*

*"Cover the aurah is the most important thing of Shariah compliance in Muslimah fashion design, which is not too excessive to the principle of Shariah" (I3).*

*"Shariah compliance in Muslimah fashion is about covering the aurah that includes the private parts of women's body, lowering the hijab or head scarf until it cover the chest. Shariah compliance is a vital aspect in the Muslimah fashion" (I4).*

*"The Shariah-compliant designs were characterized by covering the aurah of man and woman, the cloth must be loosed and not very tight or body-hugging until it would reveal someone's skin, and the dress is suitable to be wore by all people" (I5).*

*"These three elements [creativity, innovation and Shariah Compliance should always be related one another. For example, how the producing ideas can be stimulated? Does it is aligned with what Islam teach? This means that when we produce a product, the material and design must be in line with the Islamic teaching" (I6).*

*"Using the creative thinking, it can inculcate and instill the Islamic values in Muslim fashion" (I7).*

*"From my understanding, they [creativity, innovation] are very closely interrelated to each other. Actually, most of our collection are abide by the Islamic principles. The products can be wore and suited to all level of society, elegant to the current trends and style with the sophisticated multi-cultural Islamic creative designs" (I8).*

*"Our designs are produced on the costumer design basis. They may suggest their own design exclusively and we offer an advice to the designs that still preserve the Shariah principles, especially covering the aurah of the customer" (I9).*

*"We combined the element of creativity, innovation and Shariah compliant in our collections and designs. For instance, we managed to use the up-to-date design, suggesting the new trend and at the same time we also emphasize the elements that are complied to the Shariah" (I10).*
