What is considered a religious choice is now being translated to a global trend that the fashion industry is taking note of: Muslim fashion.
The advancement of Islamic fashion is indicative of both the religion’s growth and the luxury world recognizing its value. In recent years, brands such as Zara, Nike, and H&M have directed their lines towards Muslim shoppers. Many more high-end designers have followed suit, looking to gain affluent Muslim shoppers as fans.
In 2016, Dolce & Gabbana launched a line of hijabs (veils) and abayas (a robe-like garment), which are both traditional elements of Islamic dress. On the 2018 Autumn/Winter runways, hijabs were so present in Western collections that allegations of appropriation and fetishizing came about. Powerhouse luxury brands like Versace, Chanel, and Balenciaga featured their interpretations of the hijab and other veils which were reminiscent of those from the Islamic faith. Some, like Dolce and Gabbana and Versace, are not typically associated with modest forms of dressing. The trend was taken up by dozens of other designers.
For the most part, however, the rise of Muslim fashion has been appreciated by women in the Islamic world. Many who seek clothing which abides by their religion are now being able to turn to mainstream brands who are supplying just that.
An Islamic consulting agency, Ogilvy Noor, reported that over 90 percent of Muslims say their religion has an influence over their choices as consumers.
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