The growing competition in Malaysia modest fashion industry has proven to be the main challenge for the business to stay relevance in the market. Based on this reason, it is vital for the marketers to create a differentiation in their brands to attract more customers. One of the ways to create this differentiation is by establishing brand personality. Brand personality does not only differentiate from one product to another but it is also a common strategy used by the marketers to create competitive advantage for their business. Although, brand personality has been studied on various product brands, but limited research has been done on Muslim products especially modest fashion apparel. Since modest fashion is considered as Muslim products in Malaysia, this paper examines the relationship between Halal brand personality, brand trust and brand loyalty with the aim to provide a better understanding of the Islamic Marketing concept. Contribution/ Originality: This study contributes to the existing literature of Halal brand personality (purity, excitement, sophistication, safety and righteousness) by examining its relationship with the concept of brand loyalty Future researcher is encouraged to test the framework empirically. This proposed research framework will help to improve the modest fashion businesses marketing strategy in Malaysia. 1. INTRODUCTION Recently, modest fashion has made it way to the mainstream. It is so significant that a lot of prominent fashion designers make efforts to break through this market. Mango, DKNY, Zara, Tommy Hilfinger, Dolce and Gabbana, Oscar De La Renta, Uniqlo and Nike are among the designers that jump into the bandwagon to cater modest fashion consumers. In fact, the industry considers modest fashion as the untapped market and need to be recognized especially among the Millennials because they believe that fashion consumption and religion beliefs should not be

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