Got it covered: fashion wakes up to Muslim women’s style

Source: The Guardian

With the Islamic economy growing at double the global rate, mainstream designers are jumping on the ‘modest wear’ bandwagon

Zahra Lari wears Nike's new hijab
Zahra Lari wears Nike’s new hijab for female athletes. Photograph: Vivienne Balla/AP

A year or so ago the term modest wear would have drawn puzzled looks. But what a difference a year – or, in fact, a few weeks – makes.

This month, Vogue Arabia launched its first ever print issue, with Saudi Arabian princess Deena Aljuhani Abdulaziz as its editor in chief. Days later, Nike pioneered a hi-tech hijab for Muslim female athletes. London has seen its first modest fashion week. Big brands such as DKNY, Mango, Dolce & Gabbana, Oscar de la Renta and Uniqlo have all offered modest fashion lines to women, and Debenhams has just become the first department store to sell hijabs on the high street.

Yet the latest talking point in fashion circles has been the appearance of The Modist, a luxury e-commerce venture which launched, quite intentionally, on international women’s day. Fashion that caters to women who want to combine their faith or modesty with contemporary style has emphatically arrived.

The founder and CEO of The Modist is 38-year-old Ghizlan Guenez, of Algerian background, who presents her new company more as a philosophy than a fashion destination. And of course Guenez, who has a private-equity background, knows this is where the big money lies. Global Muslim expenditure on fashion is set to rise to $484bn (£398bn) by 2019, according to Reuters and DinarStandard, a research and advisory firm.

Read more

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s