Q&A-Russia’s modest fashion pioneer Sahera Rahmani talks quality-commercial success balance amid economic challenges
Photo: Russian modest fashion designer Sahera Rahmani (left) working in her studio / Courtesy Sahera Rahmani
Muslims make up approximately 10 percent of the 140 million population in the Russian Federation, with an estimated 1.5 million living in the capital city. Until only a few years ago, Moscow’s (Islamic) modest fashion market was confined to imported collections of Turkish and Arabic designers and a limited offer by local brands.
In 2012, Iranian-born Muscovite designer Sahera Rahmani emerged as a pioneer in Russia’s high-end modest fashion sector when she opened her first studio.
Her rise was quick and within four years Rahmani had gained brand recognition all over Russia and in the Commonwealth of Independent States. When Russia’s economy was hit by low oil prices and purses started shrinking from the second half of 2014, Rahmani responded by introducing collections for the mid-price range and developing new sales channels targeting a wider base beyond the Muslim community.
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Elina Mannurova