1. Who we are (data controller)
HIDAYA LONDON is a London-based modest clothing brand specialising in elegant abayas, modest dresses and co-ords. For the purposes of data protection law, we are the data controller for personal data collected through this website and through our communications with you.
- Controller name
- HIDAYA LONDON
- Website
- https://hidayalondon.co.uk
- Registered address
- 43 Upton Lane, Forest Gate, London, United Kingdom, E7 9PA
- General contact
- [email protected]
- Privacy contact
- [email protected]
- Phone
- +44 20 8163 2400
2. Personal data we collect
We collect only the data we need to run an e-commerce style experience and provide customer support for HIDAYA LONDON shoppers. The exact data depends on what you do on our site. For example, browsing modest fashion London collections is different from submitting a style advice request through /contact-us/.
Data you provide directly
- Full name (for enquiries, orders or delivery)
- Email address (for replies, order updates, and marketing where opted in)
- Phone number (optional, where needed for delivery or support)
- Message content (for style advice, sizing questions, order issues)
Data collected automatically
- IP address and approximate location (derived from IP, not precise GPS)
- Browser and device information (device type, OS, language, screen size)
- Usage and behavioural data (pages visited, clicks, time on page, scroll depth)
- Cookies and similar technologies (see Cookies section below)
- Server logs (request time, requested URL, referrer, response code)
Sensitive data
We do not intentionally collect special category (sensitive) data such as health information, religious beliefs, political opinions or biometric identifiers. Please do not include sensitive data in messages to us. If you share it voluntarily (for example, personal context in a style advice note), we will use it only to respond to your request and will delete it where appropriate.
3. How we collect personal data
We collect data in a small number of practical ways, aligned with typical online retail and customer service. If you are browsing abayas, modest dresses affordable in the UK, or reading our Trends 2026 guide, we may process limited usage data to understand which pages are helpful and to improve site performance.
Web forms
When you submit a contact request or style advice enquiry via /contact-us/, we collect the details you enter so we can reply.
Cookies and analytics tools
We use cookies to keep the site working and, where you consent, to measure site usage through tools such as Google Analytics 4. Marketing cookies may be used only with consent.
Server logs
Like most websites, our hosting environment automatically records basic request information to help keep the site secure, diagnose errors, and prevent abuse.
Newsletter and marketing messages
If we offer email updates about new collections (for example, cloud dancer neutrals, earthy tone abayas, or luxury modest outfits 2026), we will collect your email address only where you opt in. You can unsubscribe at any time using the unsubscribe link in the email, or by contacting [email protected].
4. Legal bases for processing (GDPR Article 6)
We process personal data only when we have a lawful basis. Depending on the activity, we rely on one or more of the legal bases below. References to GDPR here are to UK GDPR, which operates alongside the Data Protection Act 2018.
| Activity / data type | Legal basis | Why we need it |
|---|---|---|
| Contact and style advice requests (name, email, message) | Legitimate interests (Art. 6(1)(f)) | To respond to your enquiry and provide support about modest clothing, fit and delivery. |
| Order processing and delivery (name, address, contact details) | Contract (Art. 6(1)(b)) | To fulfil your purchase, handle delivery, returns and customer service. |
| Marketing emails | Consent (Art. 6(1)(a)) | To send updates about collections and content only when you opt in. |
| Analytics cookies and usage measurement (where enabled) | Consent (Art. 6(1)(a)) | To understand which pages help shoppers and improve site experience. |
| Fraud prevention, security logging, abuse detection | Legitimate interests (Art. 6(1)(f)) | To protect our website, customers and business from malicious activity. |
| Legal and regulatory compliance (accounting, record keeping) | Legal obligation (Art. 6(1)(c)) | To meet our obligations under applicable UK laws. |
Where we rely on legitimate interests, we balance our interests against your rights and expectations. You can object to processing based on legitimate interests in certain situations, as described in the Rights section below.
5. How we use your data (purposes of processing)
We use personal data to deliver the service you expect when interacting with HIDAYA LONDON. That includes helping you shop with confidence, answering questions about sizing and fabrics, and improving our content and collections so shoppers can find what they need, whether they search for modest fashion London, abaya UK styles, or timeless modest clothing.
Service delivery
- Process purchases, payments and delivery
- Provide customer support and handle returns
- Respond to style advice and fit queries
Site improvement
- Analyse how visitors navigate pages and collections
- Fix errors and improve performance, accessibility and mobile usability
- Plan content such as Trends 2026 and fabric guidance
Marketing (consent-based)
If you opt in, we may send emails about new arrivals, styling edits and modest fashion guidance. We do not send marketing emails without consent where required. You can unsubscribe at any time.
Security and fraud prevention
We use limited technical data (such as IP address and server logs) to protect the website, prevent fraud, reduce spam submissions, and investigate security incidents.
No sale of personal data
We do not sell your personal data. We share data only with service providers who help us run the website and fulfil orders, and only to the extent needed for those services.
6. Retention periods (how long we keep data)
We keep personal data only for as long as necessary for the purposes set out in this policy, including legal, accounting, and reporting requirements. Where possible, we delete, anonymise, or aggregate data.
| Category | Retention period | Notes |
|---|---|---|
| Contact form submissions | Up to 2 years | To provide follow-up support, handle queries, and maintain service history. |
| Customer service communications | Up to 3 years | To resolve issues, track repeated problems, and improve service quality. |
| Order and transaction records | 6 years | Typical UK accounting and tax record retention. Exact period may vary by requirement. |
| Analytics data (e.g. GA4) | 14 months | Used to understand site performance and improve content and navigation. |
| Email marketing list | Until you unsubscribe + 30 days | We keep suppression records to respect your preferences and prevent re-adding by mistake. |
| Cookie consent record | Up to 12 months | Stored in your browser using localStorage, so the banner does not reappear every visit. |
If you request deletion, we will delete data where we are able to do so, unless we need to keep it to comply with legal obligations or to establish, exercise or defend legal claims.
8. International transfers
HIDAYA LONDON is based in London, United Kingdom. Some of our service providers may process data outside the UK and/or the European Economic Area (EEA), for example where cloud infrastructure is located or where support teams operate.
Where personal data is transferred internationally, we use appropriate safeguards such as the UK International Data Transfer Agreement (IDTA), the UK Addendum to the EU Standard Contractual Clauses, or other legally recognised mechanisms. We also assess the level of protection and put in place additional measures where needed.
International shipping
If you choose international shipping (where available), we may share delivery details with international logistics partners to fulfil your order. We share only what is necessary to deliver the parcel and provide tracking.
9. Your rights under UK GDPR
You have rights over your personal data. Some rights apply generally and others depend on the legal basis we rely on. We will respond to requests as required by law and usually within one month. To make a request, email [email protected].
Your key rights
- Right of access: request a copy of the personal data we hold about you.
- Right to rectification: correct inaccurate or incomplete data.
- Right to erasure: request deletion in certain circumstances.
- Right to restriction: ask us to limit processing in certain cases.
- Right to data portability: receive certain data in a structured, machine-readable format.
- Right to object: object to processing based on legitimate interests or direct marketing.
- Right to withdraw consent: where processing is based on consent, you can withdraw it at any time.
How to exercise your rights
Email us with enough information to identify you and describe your request. For security, we may ask for additional verification (for example, confirming the email address used for contact or orders). We do this to protect you from unauthorised access.
You can also opt out of marketing at any time by using the unsubscribe link in the message, or by emailing [email protected].
Right to complain
If you are unhappy with how we handle your personal data, you have the right to complain to the UK supervisory authority: the Information Commissioner’s Office (ICO).
ICO website: https://ico.org.uk
ICO address: Wycliffe House, Water Lane, Wilmslow, Cheshire, SK9 5AF
We would appreciate the chance to resolve your concern first. Please contact us at [email protected].
11. Children’s privacy
Our website and products are not directed at children under 16. We do not knowingly collect personal data from children under 16. If you believe a child has provided us with personal data, please contact [email protected] and we will take steps to delete the information where appropriate.
12. Changes to this policy
We may update this policy from time to time to reflect changes to our services, website functionality, or legal requirements. When we make a change, we update the “Last Updated” date at the top of this page. If changes are significant, we may also provide a notice on the website.
Last Updated: January 15, 2026.
13. Contact details and Data Protection contact
If you have questions about this policy, our data practices, or you would like to exercise your rights, please contact us using the details below. We do not currently have a formal statutory requirement to appoint a Data Protection Officer (DPO). However, we provide a dedicated privacy contact email for data protection matters.
- Privacy email
- [email protected]
- General email
- [email protected]
- Phone
- +44 20 8163 2400
- Mailing address
- HIDAYA LONDON, 43 Upton Lane, Forest Gate, London, E7 9PA, United Kingdom
Want help choosing the right modest pieces?
If you are browsing HIDAYA LONDON for a specific occasion, or building a timeless wardrobe around cloud dancer neutrals and earthy tones, we can help you narrow down options. Reach out for style advice or explore our collections.
Privacy FAQs
These answers are designed to be clear and practical. If you have a question that is not covered here, contact us via /contact-us/.
Do you sell my personal data?
No. We do not sell personal data. We share data only with service providers needed to run the site, process payments, and deliver orders.
What data do you collect when I contact you?
We typically collect your name, email address, and the content of your message. You may also provide a phone number if it helps us respond quickly.
How do I unsubscribe from marketing emails?
Use the unsubscribe link in the email, or email [email protected] and we will remove you from marketing communications.
Do you use Google Analytics or Meta Pixel?
We may use analytics tools such as Google Analytics 4, and marketing measurement tools such as Meta Pixel, where configured. Analytics and marketing cookies are used only with consent.
How long do you keep my data?
Retention depends on the category. Contact submissions are kept up to 2 years, analytics data up to 14 months, and transactional records typically 6 years for accounting purposes.
Can I ask you to delete my data?
Yes. Email [email protected] with your request. We will delete data where we can, unless we must keep it for legal obligations or to handle an ongoing issue.
How can I change cookie preferences?
You can clear cookies and site storage in your browser and revisit the site to see the cookie banner again. You can also manage cookies in your browser settings.
Who do I contact about privacy?
Email [email protected] or write to HIDAYA LONDON at 43 Upton Lane, Forest Gate, London, E7 9PA.