Punks or ravers they certainly are not. Discrete and devout, their kind of fashion statement could not be further from the razor-sharp mohawks or day-glo accessories of those counter-culture types. But young Muslim entrepreneurs around the world are making their own fashion statements, modestly, challenging the status quo in their communities as well as stereotypes outside.
In an ever-influential global pop culture that idolizes the shortest of skirts and catwalks where flesh can overshadow fabric, Muslims from Sydney to Saudi Arabia who love fashion are taking matters into their own hands.
"When I first took up the hijab seven years ago it was a struggle to find any fashionable clothing. Dressing up was an ordeal to the point where I'd have to mix and match parts and pieces of clothing from several stores, just to come out with a single outfit," said Sarah Binhejaila, a Saudi who started the made-to-order brand Niyaah a year ago when she moved back to the Middle East after studying fashion abroad.
Instead of a two-layer system in which a uniform outer garment covers Western clothes, Binhejaila and other designers like her are creating alternate looks in a single layer that she calls "complete wear."
"Historically, Islamic clothing for women across the Arabian Peninsula was always rich in design, color and embroidery. But this rich history of Islamic tribal fashion was threatened to become extinct due to the enforcement of the black abaya," the long over-garment and matching head scarf, she said. "I'm attempting to revive that festive spirit by using the richness and appeal of modern fashion within the boundaries permissible by Islamic dress code."
The British designer Sophia Kara made just such a statement in Leicester, England, last year when she showed her line, Imaan Collections. One model wore a hooded abaya with a matching niqab, or face veil, in shocking pink over a salwar, or loose pants, printed with an ornate English floral motif.
Specialty fashion houses and companies starting distinct ranges intended for fashion-conscious women who observe hijab, which means either covering one's head or, more broadly, dressing modestly, is part of a much wider trend. Filling a market gap for products that either comply with Shariah law or that are simply more attractive to Muslim values is a niche that is attracting increasing numbers of manufacturers and retailers. Toys like the Fulla doll, a modest Barbie of sorts, and comic books with Islamic superheroes like "The 99" are as much a part of this sector as the traditional domains of Islamic finance and halal, or permissible, food.
"The hunt for the Islamic dollar at the retail end of the value chain is now starting to heat up. But it has a very long way to go until it is anywhere close to being fully realized," says Abdalhamid Evans, senior analyst at Imarat Consultants, a Malaysian marketing company that specializes in the global halal sector. "You can just about squeeze clothing into the broad concept of the halal market, in that clothing is an offering to the same consumer base as halal consumers - the same people who eat halal food and use Islamic financial services."
Kamarul Aznam, the Malaysian-based managing editor of the bimonthly Halal Journal, tracks everything from halal fashion to pharmaceuticals around the world and knows well the inherent difficulties in trying to quantify this market. "There is no such thing as an official statistic or trade data for the global Muslim fashion industry but there are guesstimates, which we use regularly," he says.
Assuming that 50 percent of the world's 1.6 billion Muslims dress modestly and that, conservatively, they spend $120 a year on such clothing, Aznam estimates that the global market is worth at least $96 billion a year.
"And as for non-Islamic countries such as the U.K. or France, since they have a higher purchasing power parity and clothes have a higher price tag, I would imagine it to be higher, spending up to $600 a year," he said. "Assuming the U.K. alone, which is home to around 1.5 million Muslims, the figure could be in the region of $90 million to $450 million a year."
At that rate, the 16 million Muslims in the European Union could create a clothing market worth $960 million to $4.8 billion a year.
Ausma Khan, chief editor for Muslim Girl, a young women's lifestyle magazine that was started last year in the United States, believes that dedicated brands would have added appeal for many Muslim consumers. "The potential to design for Muslim women and girls and to market to this audience is enormous," Khan said. "Imagine the clothes you see in most contemporary and popular fashion outlets - Muslim girls and women are buying them and then creatively filling in the gaps. But they would absolutely buy the same clothes with higher necklines, longer hemlines, a more voluminous fit and so on," she said.
Source : http://www.iht.com/articles/2007/09/18/news/rmuslim.php
Tidak ada komentar:
Posting Komentar