**1. Introduction**

The creativity and innovation are essential elements which bloom the Muslim and Hijab fashion industry which is becoming a lucrative and a productive industry worldwide, in particular, Malaysia [1]. The emergence of Muslim fashion industry has been a product or outcome of the rise of the Islamic Resurgence in Malaysia since 1970s. The recent growth of the Muslim Hijab fashion industry is fundamentally associated with the rise of Islamic awareness on the Muslim-Shariah compliance in Muslim-majority countries, not the rise of capitalism as claimed by Farhad [2]. Inside the booming of Muslim fashion industry, the global fashion industry is now recognising the credibility of Muslim designers with Islamic faith to reflect the dynamic of Muslim fashion industry.

Such phenomenon can be seen not only in the Muslim countries like Malaysia, but also in Europe. What's long been referred to as the "modest" fashion of Muslim women has grown into a major industry generating hundreds of billions of dollars annually in the United States of America (US). For the first time, U.S. museum exhibited the Islamic culture within the context of fashion and it was opened in San Francisco's de Young Museum in 2018. Jeffrey Brown [3] reports on why Muslim fashion that has previously been ignored is now gaining new attention. "It's a fashion show in a museum, with an unusual focus. This is an exhibition of contemporary Muslim fashion, the first of its kind in the U.S., put together by the de Young Museum in San Francisco".

The hijab fashion industry can be considered as the fastest growing consumer segment in the world and is viewed by designers and entrepreneurs as a critically significant segment in Malaysia [1]. Therefore, this paper aims to explore the contributing factors which lead to the involvement of the Malay Muslim women entrepreneurs in the Muslim fashion industry within the boundaries of Islamic principles. This paper also discusses the importance of creativity and innovation in the pursuit of the Muslimah fashion industry among the Malay Muslim women entrepreneurs of the middle class in Selangor. Additionally, this study also analyses the element of creativity, innovation and Shariah compliance in the Muslimah and hijab fashion trends among Malay women entrepreneurs in Selangor, an urban state of Malaysia.
