Why mainstream brands are embracing modest fashion


Source: CNN

Written by Reina Lewis
Reina Lewis is professor of cultural studies at London College of Fashion (University of the Arts London) and a consulting curator of the de Young Museum’s exhibition “Contemporary Muslim Fashions.” The following is an edited excerpt of her essay “Muslims and Fashion Now, and Then,” taken from a book accompanying the exhibition, also called “Contemporary Muslim Fashions.”
For many years — especially after the attacks in the United States on Sept. 11, 2001 — the fashion industry was deeply averse to being publicly associated with Muslims, whether as designers, models, consumers or influencers. That Muslim clients from the newly rich petro-economies of the Gulf provided essential support to European couture houses from the middle of the last century was insider knowledge only.
But fast-forward to the second decade of the 21st century, and a connection to Muslims is seen as an asset.
Global fashion brands from luxury to high street have woken up to the Islamic calendar. Around the world, brands run fashion promotions for Ramadan and Eid — the “new Christmas.” In London, luxury retailers gear up for the “Harrods Hajj,” a seasonal pre-Ramadan influx of affluent Gulf shoppers.

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 )

Google photo

You are commenting using your Google 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 )

Connecting to %s

This site uses Akismet to reduce spam. Learn how your comment data is processed.