Everyday Phenomenal: Where Style Meets Mindfulness
Ayesha’s latest endeavour, Everyday Phenomenal, takes her commitment to empowerment to new heights. Launched to redefine the intersection of
fashion, sustainability, and well-being, the brand offers minimalist wardrobe staples designed for busy, eco-conscious women. Each piece is crafted with
OEKO-TEX Standard 100 certified fabrics, ensuring durability, comfort, and environmental responsibility.
“Everyday Phenomenal is more than a clothing brand—it’s a philosophy,” says Ayesha. The collection, featuring items like luxurious tracksuits, culottes, and casual dresses, embodies her belief that style, comfort, and positivity can coalesce to create meaningful change. Designed in a versatile colour palette of red, pink, black, white, and cream, the collection simplifies decision-making for modern women without compromising on elegance or ethics.
Beyond the garments themselves, Everyday Phenomenal integrates technology to nurture mindfulness. QR-coded care labels provide access to
meditative exercises, self-care advice, and inspirational quotes. The initiative is part of
The Circle of Feeling Good, an online wellness hub that reflects Ayesha’s vision for empowering women holistically. “Wellness is a big opportunity, but it’s often untapped in UK fashion. I want to create a brand that empowers women to feel phenomenal inside and out,” she explains.
Challenging the Status Quo in Fashion
Ayesha sees Everyday Phenomenal as a response to the misconceptions surrounding sustainable fashion. “People often think it’s either too expensive or lacks style,” she notes. By offering affordable, well-crafted designs that embody mindfulness, her brand challenges these narratives head-on. Small-batch production ensures quality while staying true to ethical principles, proving that sustainability and style can coexist seamlessly.
Her career has been marked by moments of recognition, such as being named one of the BBC’s #100Women in 2014, which amplified her platform to advocate for ethical fashion and women’s empowerment. “That recognition was a reminder that my work could make a difference,” Ayesha shares. It inspired her to continue innovating and pushing boundaries in an industry often resistant to change.
Looking Ahead: Expanding the Phenomenon
For Ayesha, the journey doesn’t stop here. She envisions Everyday Phenomenal as a growing community, with plans to expand both the collection and initiatives like The Circle of Feeling Good. “I want the brand to inspire more women to embrace sustainability, mindfulness, and self-love,” she says. She’s also optimistic about the future of ethical fashion, predicting growth in wellness-driven design and a shift towards accessible, sustainable options.
At its core, Ayesha’s work is about creating joy. “I’ve always been passionate about bringing happiness to women’s lives,” she reflects. Whether through her thoughtfully designed garments or her inspiring story, Ayesha Mustafa continues to redefine what it means to feel phenomenal—every day.
As a company and sustainable fashion expert, Ayesha is now looking to enter the B2B space to bring sustainable fashion to the mainstream, schools, corporates and hospitality, creating sustainable sportswear and workwear for businesses.
