Eyeing the vast consumer market of a billion Muslims, fashion brand DKNY is launching its first Ramadan-themed fashion collection.
The new collection, featuring high necklines and low hemlines, includes maxi dresses, long-sleeved blouses and shorts, and is considered both fashionable and culturally appropriate for most Muslim women. Pakistani commentator Bina Shah described the full outfit as casually chic and trendily elegant, encouraging Muslim women to seek a radiant charm without losing modesty.
Two well-known masters of Middle Eastern fashion - Dubai-based designer Tamara Al Gabbani and Kuwaiti Styles fashion magazine editor Yalda Golsharifi - were responsible for designing the outfits, which were featured in DKNY's fashion lookbook.
The launch of this summer's new collection coincided with the development of the brand's new Middle East homepage.
DKNY is not the only Western brand seeking to win over wealthy Muslim shoppers. The Associated Press noted that last month more and more luxury brands in London prepared for Ramadan. Before Ramadan, and during Eid al-Fitr (the festival ending the holiday), Middle Eastern shoppers descend on the city, buying luxury goods.
Alas, American fashion fans keen to buy Ramadan-inspired accessories will have to make a long journey, because this fashion collection is available only in the Middle East region.