The 2022 Indonesia Sharia Economic Festival fashion catalogue described ZM as a halal-lifestyle brand for modern urban women and identified Malaysia and Singapore as export markets.

Origins: 2015

The history of ZM is intrinsically linked to the formation of PT Kals Corpora Indonesia. According to corporate records, the business commenced in 2015 in the basement of one of the founders’ homes, launching first with BIA by Zaskia Mecca, a brand aimed at formal modest fashion.

Entrepreneur Muhammad Haykal Kamil, the younger brother of Zaskia Mecca, has noted that his involvement in commerce predates the establishment of Kals Corpora. Having previously experimented with selling clothing and other products, he identified Muslim fashion as a significant opportunity following his experience with the film Hijab. [1]

Haykal reportedly started the business with approximately Rp150 million in capital and subsequently obtained permission from his sister, Zaskia Adya Mecca, to use her name for the fashion brand. [1]

Founding structure

Published sources offer varying descriptions regarding the founding of ZM:

• Kals Corpora’s corporate history emphasizes Haykal Kamil and the Kals team, stating that ZM was created in 2016.
• Other reports describe ZM as a business established through the collective involvement of Haykal Kamil, Zaskia Adya Mecca, and Tania Ray Mina, with the siblings assuming distinct roles.
• Haykal is frequently identified as the founder and CEO, while Tania Ray Mina is cited as Co-Founder and Creative Director. Zaskia Adya Mecca serves as the central namesake and public figure upon whom the brand identity is built.

Consequently, ZM is best understood as having grown out of the Kals Corpora business founded by the Kamil-Mecca family, with Haykal Kamil leading business operations and Zaskia Mecca serving as the primary public face of the brand.

Launch of ZM: 2016

In 2016, Kals Corpora launched ZM Zaskia Mecca as its second fashion label. Unlike BIA, which targeted the premium formal wear segment, ZM was developed to address the needs of the middle-to-lower market. This was achieved primarily through a partnership with Ramayana, which facilitated national distribution.

This strategy distinguished ZM within the industry; rather than positioning modest fashion exclusively as a luxury or designer category, the brand sought to make contemporary Muslim clothing accessible to a broader base of Indonesian consumers.

Early growth: 2017–2018

In 2017, Kals Corpora reported that ZM achieved a significant milestone by becoming one of the first modest-fashion brands to sell through a major department store outside of the Ramadan season. Concurrently, the company began developing its online presence via Shopee.

By 2018, distribution had expanded to multiple marketplaces, including Tokopedia, Bukalapak, Hijup, Elevenia, Zilingo, Qoo10, and Zalora. The brand also participated in major consumer events such as Indonesia Fashion Week, Muslim Fashion Festival, and Jakarta Fair. This period marked ZM’s transition from a conventional retail-distributed label into a multichannel fashion brand combining department stores, digital marketplaces, events, and proprietary online platforms.

ZM positions modest fashion as a convergence of modesty, comfort, individuality, and contemporary style. The company’s philosophy asserts that fashion should foster a sense of comfort and confidence rather than merely attracting attention. [2]

A recurring tagline for the brand is “Hijab Zaman Now,” which translates to “Modern Hijab.” This phrase encapsulates the brand’s proposition of providing modern Muslim fashion for contemporary consumers. Rather than treating modest clothing as a separate or conservative category, ZM designs hijabs, dresses, and tunics to integrate naturally into everyday modern wardrobes.

A defining characteristic of ZM is its utilization of Indonesian cultural heritage as a primary design source. Kals Corpora describes the brand as combining modern design with the country’s rich cultural traditions. This approach manifests through:

• Traditional Indonesian patterns
• Regional cultural motifs
• Indigenous flora
• Historical figures and cultural narratives
• Southeast Asian cultural connections
• Contemporary interpretations of traditional visual elements

The brand frequently constructs a narrative around the inspiration behind each collection rather than using traditional motifs purely decoratively. Product development involves researching trends and consumer needs, developing sketches, selecting materials, producing samples, and conducting quality control. The company has stated that some designs are informed by research involving hundreds of potential consumers. [2]

Jelita Indonesia

Jelita Indonesia is a signature collection centered on Indonesia’s cultural diversity and heritage. It represents an attempt to capture the nation’s cultural richness and preserve awareness of this heritage through fashion, aligning with ZM’s broader strategy of transforming cultural references into contemporary apparel.

Romansa Khatulistiwa

Romansa Khatulistiwa draws inspiration from Indonesia’s tropical flora and botanical diversity. Flowers serve as a key source of symbolism and inspiration for this line. Launched in 2021, the collection emphasized improved product quality and materials.

Other collections

ZM has expanded its storytelling approach across numerous collections. Active assortments change over time as lines are introduced, retired, or restocked. Notable collections include:

• Aksara Nusantara
• Aksara Malesung
• Aksara Pallawa
• Binar Samudra
• Teman Serumpun
• Monogram Series
• Primadona Series
• Family Collection
• Koleksi Rasa Rasa
• Jejak Teduh
• Senandung Alam
• Timun Mas
• Pashmina Rona

ZM has evolved significantly beyond its original hijab-focused positioning. The current catalog encompasses a wide array of categories:

Women’s clothing

• Dresses
• Tunics
• Blouses
• Women’s shirts
• Pants
• Skirts
• Blazers
• Cardigans
• Jackets
• Basic daily wear
• Plus-size clothing

Hijab

• Square hijabs
• Printed hijabs
• Plain hijabs
• Pashmina
• Inner hijab
• Ciput/bandana
• Ninja inner

Men’s clothing

• Men’s shirts
• Boys’ shirts

Religious clothing

• Women’s mukena
• Children’s mukena

Accessories

• Bags
• Brooches
• Socks
• Scrunchies
• Other fashion accessories

Coordinated clothing

• Family sets
• Couple sets
• Sarimbit

The expansion into family and couple collections has allowed ZM to transition from a women’s hijab label to a comprehensive family modest-fashion brand.

The original target audience for ZM was the urban Muslim woman seeking clothing that is modest, fashionable, affordable, and practical. The current assortment indicates a broadened demographic that now includes:

• Young Muslim women
• Working women
• Families
• Couples
• Children
• Men
• Consumers seeking coordinated Ramadan/Eid attire
• Customers interested in Indonesian-inspired fashion

This diversification is reflected in a catalog that features women’s fashion alongside men’s, children’s, and family-oriented products.

The brand name derives from Indonesian actress and public figure Zaskia Adya Mecca. While she is central to the brand’s identity, ZM operates as a structured fashion company under Kals Corpora rather than a simple celebrity merchandise line. Haykal Kamil manages business operations, while Tania Ray Mina oversees creative direction.

The association with Zaskia provides the brand with a strong connection to her public image as a modern Indonesian Muslim woman, mother, actress, and fashion personality. This allows consumers to associate ZM with an established figure in the Indonesian modest-fashion landscape.

The development of ZM can be categorized into several distinct phases:

1. Department-store distribution: Early partnership with Ramayana provided access to a nationwide consumer base.
2. Marketplace expansion: Entry onto multiple Indonesian e-commerce platforms.
3. Digital-first commerce: Development of a proprietary online ecosystem, including ZMNow and official marketplace channels.
4. Brand storytelling: Utilization of collections as vehicles for narratives regarding Indonesian culture, nature, and history.
5. Family lifestyle expansion: Diversification from women’s modest wear into family sets, men’s clothing, children’s products, and accessories.

ZM’s online ecosystem includes ZMNow.id, a halal-lifestyle platform aimed at modern urban women. It retails products from ZM Zaskia Mecca, BIA by Zaskia Mecca, and ZAM Cosmetics. This platform reflects Kals Corpora’s broader vision of a halal lifestyle, where fashion and beauty operate as interconnected business units.

ZM has pursued markets outside of Indonesia. A 2022 Indonesia Sharia Economic Festival catalog identified Malaysia and Singapore as export destinations. These markets are strategically relevant due to their significant Muslim consumer bases and cultural familiarity with Indonesian modest fashion. The company’s e-commerce strategy has continued to emphasize cross-border and digital expansion. [3]

ZM describes its production process as beginning months prior to manufacturing. The workflow includes trend research, design, material selection, sampling, evaluation, production, quality control, and distribution. [2]

The company emphasizes local production, describing its manufacturing partners as Indonesian businesses. This supports the brand’s identity as Indonesian modest fashion designed specifically for the domestic market, rather than an imported international aesthetic.

ZM combines three distinct identities within its branding:

1. Muslim fashion: Designs prioritize modesty and the specific needs of Muslim consumers.
2. Contemporary fashion: Silhouettes, colors, and categories are designed to feel current.
3. Indonesian cultural storytelling: Traditional motifs, flora, history, and regional identities are reinterpreted for modern wear.

This combination differentiates ZM within the modest-fashion industry by offering a contemporary interpretation of Indonesian Muslim fashion rather than generic religious attire.

ZM operates within the broader Kals Corpora ecosystem. The principal brands include:

Kals Corpora describes BIA as emphasizing higher-quality modest fashion influenced by Islamic history in Europe, while ZAM focuses on halal beauty and skincare. Within this structure, ZM serves as the mass-market and accessible fashion component of a wider halal-lifestyle strategy.

ZM emerged during a period of rapid growth in Indonesia’s modest-fashion sector. Its competitive proposition combines affordable pricing, recognizable celebrity identity, Indonesian cultural storytelling, and mass-market distribution.

This positioning differentiated ZM from both inexpensive generic Muslim clothing lacking brand identity and expensive designer labels targeting a niche premium market. Instead, ZM sought to make branded modest fashion accessible to ordinary consumers.

• Affordability: The brand historically emphasizes accessible pricing, with collections described as stylish yet affordable.
• Cultural storytelling: Collections frequently feature narratives behind their motifs rather than relying solely on seasonal trends.
• Celebrity association: Zaskia Mecca provides significant name recognition and a distinct personal-fashion identity.
• Broad assortment: The product range has expanded from hijabs to encompass a full modest-fashion wardrobe.
• Family orientation: Family and couple/sarimbit collections increase relevance during Ramadan and Eid.
• Digital commerce: The brand has progressively shifted from department-store distribution toward marketplaces and direct-to-consumer online sales.

• 2015: PT Kals Corpora Indonesia begins operations; BIA by Zaskia Mecca launches as the first brand.
• 2016: ZM Zaskia Mecca is created as the second brand, targeting the middle-to-lower market via Ramayana.
• 2017: ZM expands department-store presence and enters Shopee.
• 2018: Expansion to multiple marketplaces and participation in major Indonesian fashion events.
• 2019: Development of stronger research-driven printing and Indonesian-traditional-motif design concepts. [2]
• 2021: Launch of Romansa Khatulistiwa, expanding cultural and nature-based storytelling.
• 2022: Documented as an established modest-fashion/halal-lifestyle brand with exports to Malaysia and Singapore.
• 2023: Recognition for e-commerce and logistics expansion, alongside continued development of digital sales and international opportunities. [3]
• 2026: Continued operation of online fashion business with an extensive assortment spanning women’s, men’s, and children’s modest fashion, hijabs, religious wear, accessories, and coordinated family/couple collections.

1. Cerita Perjalanan Haykal Kamil Membangun Brand Fashion Muslim ZM Zaskia Mecca
2. Bisnis Kami – ZM ZaskiaMecca
3. Cerita Brand ZM Zaskia Mecca Manfaatkan Layanan Multi-Channel Logistics dari Lazada Logistics untuk Dorong Pertumbuhan Bisnisnya – LazBlog