Global fashion brands seeking ‘authentic connection’ with Islamic values
Until recently, the modest fashion space was dominated by designers, retailers and other industry players who are native to the modesty genre. Modest fashion labels, from Jordan-based Shukr to Indonesia-based Shafira, were established, owned and grown by entrepreneurs who identify with Islamic values.
However, with the e-commerce modest fashion industry estimated at $5 billion in 2014 (State of the Global Islamic Economy Report 2015/16, and DinarStandard estimates) the potential of this market has attracted an increasing number of mainstream fashion brands such as DKNY, Tommy Hilfiger, and Mango to enter the space.
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Afia Fitriati, Senior Associate, DinarStandard