Social media puts Islamic fashion at forefront

DUBAI: Social media has made possible for users around the globe to contribute to the fashion industry, and is now serving as a platform to introduce Islamic fashion to the world.

The Islamic fashion industry is estimated to grow by 6% annually to reach $327 billion by 2020 and social media is helping the industry open up to diverse cultural trends.

According to a report by Thomson Reuters and Dinar Standard, a Muslim market research firm found that 1.6 billion Muslim consumers spent $266 billion on clothing in 2013, and are projected to spend $484 billion by 2019.

"It wouldn't be very wise of retailers to not be inclusive anymore," Alia Khan, chairperson of the Islamic Fashion and Design Council (IFDC), said, adding that "This is a very legitimate and strong market and they need to acknowledge, cater and satisfy it."



IFDC is “a platform that provides support, initiatives and programmes to help make the industry more cohesive for Islamic fashion by bringing the industry players together to help them to generate more opportunities,” she explained.

In September, Swedish brand H&M was the first of international fashion retailers to feature a Muslim model wearing a hijab in a video designed to encourage consumers to recycle their clothes.

PHOTO: H&M/FACEBOOK

Mariah Idrissi, 23, born and raised in London to a Pakistani mother and a Moroccan father, never expected the campaign to go viral, but believes it is a vital step in incorporating Muslim women's style in today's global fashion identity.

"We should be able to walk into a mainstream store and see a picture of a hijabi wearing modern clothes. Muslim women don't just wear abayas," Idrissi said.

Idrissi says that social media is serving as a platform to introduce the fashion industry to couture that does not only cater to Western lifestyle.

"Everyone is famous on the Internet," she said, adding that "And because of that, so many now know about Islamic fashion.But, social media is not enough. We need to make this real now. We need to not just make this relevant on the Internet, we need to make this part of everybody's reality."

According to some fashion advertising market analysts, such an initiative not only ensures inclusion of different cultures in the fashion world, but also makes business sense.

"Islamic retailers are putting themselves in the shoes of the consumer and they are understanding that this is a consumer that hasn't been able to have their demands met and they are very aware of what they need to do and they are doing it. And it is being met with a lot of success," Khan said.



International brands also seem to see the benefits of catering to this market. Popular brands such as DKNY, Tommy Hilfiger and Mango last year all launched their first Ramazan collections.

PHOTO: KHALEEJ TIMES

"We have a strong business in the Middle East with over 40 stores across the region," Tommy Hilfiger, founder of the Tommy Hilfiger Corporation, stated in an interview. "I've visited Istanbul and Dubai along with many other cities in the region, and love the unique energy and distinct style. I look forward to future trips and exploring the region further." The brand also plans to follow-up on the success of the first Ramazan collection with a similar line for 2016.

The UAE, following Turkey, was the second-largest consumer of the clothing market in 2013, spending $22.5 billion. The UAE was also the best developed among Islamic economies for fashion based on a fashion indicator from 70 select.

This article originally appeared on Khaleej Times.