Post the magnanimous launch of modest fashionwear by Dolce and Gabbana earlier this year, Chanel, its luxurious counterpart has also jumped on the bandwagon. Trying to impress the foreign clientele, the haute couture boutique on Rodeo Drive stunned everyone with their aesthetic window display – mannequins with chic headscarves and colourful wigs – supporting modest fashion.
With a decline in luxury sales, the high-end brands are now widening their demographic offering fashion customised for modest shoppers, especially residents and tourists from the Middle East.
L.A.-based personal shopper Nicole Pollard Bayme as quoted in Hollyood Reporter mentions, “It is about time that these brands are finally paying attention to their customer.” Bayne whose clientele includes affluent Middle Eastern wives of businessmen, celebrities and royalty further added, “Now that these fashion houses are a part of big conglomerates, the money is speaking and they are becoming more savvy; these customers are their bread and butter.”
Dolce and Gabbana who launched their collection of Hijabs and Abayas in the Middle East, London and Paris was termed as their “smartest move in years” by Forbes. According to a report by Reuters, Muslim shoppers spent $266 billion on clothing and footwear in 2013 and are expected to spend $484 billion by 2019. Tapping into the flourishing modest fashion market, Conde Nast recently announced plans to launch a Vogue Arabia digital edition in the fall, followed by a print magazine next spring.
At MODESTyle we believe, in no time at all, luxury brands will soon be venturing into modest fashion, especially after Muslim designer Anniesa Hasibuan made history at the New York Fashion Week in September.
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