Dolce & Gabbana has taken its signature style to a new, largely untapped market: Muslim women. The house debuted its "Abaya Collection,"[1] which features luxurious abayas and hijabs, over the weekend. The collection comes in a variety of neutral tones and features floral prints reminiscent of those DG presented in its Spring 2016 collection[2]. Stefano Gabbana expressed his "fascinat[ion] with the Middle East"[3] last July when hinting about the collection, and the recent release is a true melange of classic DG style and cultural influences originating from that region. Though this collection is new for DG, the house is not the first to cater to the Muslim market. DKNY, Tommy Hilfiger and Monique Lhuillier have all released similar lines — as have Net-a-Porter and H&M. Part of this recent movement can be attributed to a genuine desire to be inclusive and celebrate marginalized cultures, but it's also important to consider the economic impact branching into a new market can have on any business. Fortune[4] noted that Muslims spent $266 billion on clothing and shoes in 2013, which was more than fashion spending in Italy and Japan combined that year. This number is expected to grow to $484 billion over the next few years. Not to mention, brands are taking note of the rise in shopping during Ramadan[5], a holy month for Muslims. Spending during this time period is extreme — it contends with Christmas[6] in terms of money spent. Browse select looks from the collection below, and search #dgabaya on Instagram[7] to see more. Have something to add to this story? Share it in the comments.
References
- ^ "Abaya Collection," (arabia.style.com)
- ^ Spring 2016 collection (arabia.style.com)
- ^ "fascinat[ion] with the Middle East" (nypost.com)
- ^ Fortune (fortune.com)
- ^ the rise in shopping during Ramadan (www.nytimes.com)
- ^ contends with Christmas (www.nytimes.com)
- ^ #dgabaya on Instagram (www.instagram.com)
