Muslim women worldwide that wear the Islamic headscarf, also known as a hijab, who want to be fashion-conscious, had to get creative.
Combining faith and fashion by challenging what it means to dress conservatively, women wearing the hijab are challenging the traditional notions of conservative Islamic attire.
Niche fashion brands, and even mainstream brands are flocking to the new market of conservative dress. “We want to be current in fashion and adhere to the tenets of our faith,” said Ibtihaj Muhammad, owner of Louella, a fashion brand combining modest dressing with fashion. The Los Angeles-based brand has sold nearly 4,000 pieces since its launch three months ago.
Muhammad, a professional athlete and member of the United States fencing team, said she struggled trying finding long-sleeved, floor-length dresses to wear for traveling with speaking tours on behalf of Team USA and the State Department.
Her line, including dresses and floor-length sheer cardigans and dresses, ranges from $45 for a Picasso-inspired cardigan, to $100 for a pink lace, empire cut dress. Other Muslim-owned companies exist, but typically sell traditional black robes known as abayas.
“I just got tired of spending money and chasing this idea of this perfect modest dress,” she said. Mainstream designers are beginning to cater to the growing demand for fashionable conservative dress. DKNY released a Ramadan collection exclusively in the Arabian Gulf, and Karl Lagerfield brought his Chanel Cruise Collection to Dubai with designs inspired by the culture and patterns of the Middle East.
Still, the market is ripe for more investment said Albert Momdijan, founder and CEO of Dubai-based Sokotra Capital. “With the Muslim population being the second largest population in the world, it’s a population that cannot be ignored. 50 percent of the population are below the age of 25. The hipster hijabi movement is representative of a young generation of young Muslim women coming to age.
Summer Albarcha coined the Instagram account “Hipster Hijabis” in 2012, when she was just 16. Now the teenager from St. Louis, Missouri has almost 23,000 followers on Instagram. Her popularity prompted New York label Mimu Maxi to send her a popular maxi skirt to model.
The hipster hijabi movement is not without controversy. Some conservatives believe the hijab is about covering a woman’s beauty and concealing it from strangers.
“People are resistant to change and people like to keep things the same,” said fashion blogger Maria Al-Sadek. “It’s just like a stigma to be stylish and resemble Western wear sometimes.”
