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Dolce & Gabbana Launch Hijab and Abaya Line Breaking into Muslim Market
Dolce & Gabbana have released a line of hijabs and abayas hoping to reach and expand their shoppers in the Muslim community in the Middle East.
The Abaya Collection: The Allure of the Middle East debuted earlier this week exclusively on Style.com/Arabia. Dolce & Gabbana traded in their signature style for “long black and beige dress made of georgette and charmeuse fabrics,” shared CNN Style. Some of the pieces are embellished with lace, while others feature daisy, lemon, polka dots, and rose prints from their Spring-Summer 2016 collection.
The new collection “is a reverie amidst the desert dunes and skies of the Middle East: an enchanting visual story about the grace and beauty of the marvelous women of Arabia,” Dolce & Gabbana shared in a press release.
Dolce & Gabbana are not the first to make the leap into the Muslim market. They join Tommy Hilfiger, Mango, DKNY, Net-a-Porter, and Moda Operandi who have created merchandise exclusively for Ramadan. H&M also recently featured a hijab-wearing model in an ad.
Muslim customers reportedly spent $230 billion globally on clothing in 2014 making it a lucrative market to join. According to a recent Reuters report, Muslim shoppers could expand that figure to $488 billion by 2019.
Melanie Eltirk, CEO of Haute Hijab, told TODAY that while she’s excited about the new products, the companies need to be smart and careful when marketing to traditional Muslim women.
“This market is so nuanced and deeply rooted in faith that if you get one thing wrong in an ad or with the imagery, you can completely miss the mark,” Eltirk told TODAY.
The full collection went on sale this month and is now available in the brand’s boutiques in the Middle East. The collection can also be found in select stores in Paris, London, Milan, and Munich.
