Retailers’ Ramadan phenomenon

Modesty dressing is officially chic. Sure, there are editorials of barely covered Gigi Hadid and other models in every magazine but retailers’ eyes are being attracted elsewhere, to the lucrative world of Islamic fashion.

In 2013, Muslims spent $266 billion on clothing, says a report by Thomson Reuters. To put it in perspective, Fortune.com noted that the amount was more than the total spending on fashion for Japan and Italy combined of that year.

That’s real spending power—and major retailers are noticing.

HIGH FASHION BRANDS

In 2014, DKNY launched a collection for Ramadhan, geared specifically for Middle Eastern customers. The pieces were beautifully designed and covered up—and would have fit in right at home in the front row of New York’s Fashion Week. That collection helped kickstart other brands into creating their own Muslim-geared lines.

More recently, international online retailer Net-a-porter featured a Ramadhan edit, which included full-length dresses from the Row, Etro maxi skirts, Oscar de la Renta caftans, and crew neck blouses from Gucci and Michael Kors (along with some incredibly chic jewelry). The message: You can celebrate your faith and rock the latest high fashion at the same time.

“We had a really positive response,” Senior Buyer Holly Russell said. “[Customers] really engaged with the product which is proof that going forward, it’s good to see that kind of localized edit.” The edit and items were available globally but had the majority of buyers were from the UAE, Saudi Arabia, and other Middle Eastern countries.

Oscar de la Renta unveiled a special shoe for Ramadhan this year for customers in Dubai and other Middle Eastern stores—satin slippers in vibrant colors (key for a good Iftari). The brand also has a line of caftans.

Tommy Hilfiger—the most American brand of the American brands (his last fashion show was the theme of a high school football game) released a limited edition collection for Ramadhan and Eid this year as well, available—you guessed it—for his Middle Eastern customers. The collection was mostly long sleeved floor-length dresses for adults (with some short sleeves) and cute floral dresses for girls.

HIGH STREET STORES

But it’s not just the high fashion brands that are getting into modesty dressing.

Mango launched a collection earlier this year for its stores in the Middle East (though many of the dresses were sleeveless or short sleeved).

Zara’s been touted as having a modest bent, though as the company told us, they’re more inspired by the Victorian era than anything else. "Modesty is a trend influenced by the richness of textiles from the Victorian era, one that had a revival in the 70's and today is achieved through the look of vintage silhouettes with delicate accents of lace trims, loops and pleats. This vividness of the fabrics is reflected in languid forms, midi lengths, arms and cleavage discretely covered.” But you know fashion, what’s old is new.

And Uniqlo has teamed up with Muslim blogger Hana Tajima for a “Lifewear” collection, which will include long skirts, blouses, ankle-length pants, hijabs and kebayas. The collection is available at Uniqlo stores and online in Singapore.

With so many designers and brands catering to a customer once ignored, there’s no doubt that you can expect even more options come next year. “It’s certainly a growing market for us,” Net-a-Porter’s Russell said. “We’ll def do the Ramadhan edit again next year. The customer is always important to us.”

Copyright Salaam Gateway 2015