Turkey’s textiles and clothing sector contributed a whopping 17.2% share to the country’s total export volume in 2019 and Istanbul-based e-commerce platform Modanisa is taking the lead in modest fashion exports, featuring over 1,000 brands and designers for clients in 140 countries.

Modanisa has signed an exclusive two-year agreement with Somali-American supermodel Halima Aden, known for becoming the first hijab-wearing woman on a Vogue cover. Halima will act as Modanisa’s first global brand ambassador, as part of a broader strategy to use influencers to increase sales and exposure. 

Having produced a collection of 47 headscarves together in 2019, Modanisa’s brand ambassador agreement with Aden also includes the design of two new collections. The retailer will launch the Halima x Modanisa shawl designs and the latest Ramadan collection at a fashion show in the UK next year.

Modanisa collaborates with about 300 influencers a month and up to 600 in busier periods, Havva Kahraman, the firm’s associate marketing director, told Salaam Gateway