Over the past few years, major retailers and fashion brands have launched “modest” clothing lines that cater to the needs of religious women — and to Muslim women in particular. Uniqlo has teamed up with Muslim designer Hama Tajina. Dolce and Gabbana released a line of hijabs and abayas. Burberry, DKNY, and Mango introduced limited-edition “Ramadan” collections to coincide with the Muslim holiday.
According to Bloomberg, amateur designers and fashion bloggers may be the quiet catalyst of this new trend. These women have gained millions of followers on social media by posting images and of their wardrobe choices and clothing designs. Some have attracted the attention of big-name brands — like Dina Tokio (known online as Torkia), who blogs about fashion choices that fit within the parameters of her faith. She has worked with a number of brands, including Harvey Nichols, Liberty, and Lacome. Ascia al-Faraj, who has 2.1 million followers on Instagram, has teamed up with a number of premium brands, and may soon be launching a collaboration with luxury retailer Net-A-Porter.
When companies create lines that appeal to modern Muslim women, they may very well be seeking to diversify their brand. But doing so is also an astute business move. According to Bloomberg, Muslim women spent an estimated $44 billion on fashion in 2015 alone.
Read the full story at Bloomberg.