The head-covering gets a Sicilian touch
The Italian fashion house is just the latest brand to cater to Muslim women—deemed by Fortune to
be "the next untapped fashion market." According to a report by Thomson
Reuters, Muslim women are expected to spend $484 billion on clothing
and shoes by 2019.
Writing for ELLE.com last year, the CEO of Haute Hijab, Melanie
Elturk, points out that modest fashion is on the rise, noting DKNY's
Ramadan collection, a model wearing a hijab in an H&M campaign, and,
overall, designers showing modest options on the runway (long sleeves,
long skirts). "Brands are finally taking note of what I've been
advocating since I founded the fashion brand Haute Hijab in
2010," Elturk wrote, "that Muslims (in this case Muslim women) are a
thriving, fully-functioning and active segment of society who deserve to
be acknowledged and heard."
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