Clothing for a new generation of Muslim women

General Representative of IFDC Russia (International Chamber of Islamic Fashion) Dilara Sandrieva spoke about the emergence of the industry of modest Islamic clothing in Russia. According to the speaker, over the past 5 years in the Russian Federation there has been an unprecedented surge in the popularity of this direction.

“Russia is among 10 countries in terms of needs and production of modest Muslim clothing and is one of the top destinations for the halal industry, for halal consumption. The market for Islamic modest clothing can be estimated through the prism of Muslim consumer spending on clothing, which in 2015, according to Salam Gate West, amounted to USD 244 billion. This is obviously a gigantic amount, ”said Dilyara Sandrieva.

According to her, now the International Chamber of Islamic Fashion is moving away from the concept of “only Islamic clothing” in every possible way, because the requirements for Muslim clothing are similar to the requirements for clothing of representatives of other faiths: “There is such a concept as modest fashion , "Modest clothes".

Today, large brands have appeared in the industry, of which there are already about 25, and many online retailers and offline stores. During these five years, there has been a whole revolution in the industry. muslim fashion, and especially the consumer of this project has changed, since with the growth of the Internet, a new generation of Muslims is growing, who are involved in global market relations. The world is slowly waking up to meet the needs of one of its most significant consumers - the Muslims of the Millennium generation. ”

Sandrieva notes that there are many ways to address this segment, but it is very important to know how to do it correctly and effectively. “The time has come to unite efforts, expand the boundaries of thinking, get rid of stereotypes.

The time has passed when clothing for muslim women was associated exclusively with oriental fashion or with traditional outfits reflecting the national preferences of various Muslim peoples.

The new generation of Muslims is a well-educated, diversified, spiritual youth who draws inspiration from the Holy Scriptures. Their distinctive features are self-identity, friendship, education, fashion. And what makes the market for Millennial Muslims unique is their multicultural origins and social media adoption. They want to wear clothing that meets the requirements of their faith and at the same time, that it meets the modern lifestyle, ”says a spokeswoman for Islamic fashion.

“Moreover, simply being labeled 'halal' is no longer enough to appeal to the Millennium generation. This consumer is important about the ethics and environmental friendliness of the company's overall activities, understanding and sharing the values ​​that they profess, taking into account their needs, the ability to hear their voice and accept the role model in society. This, by the way, determines the success of many non-Muslim companies that appeal to the Muslim population. They do it very effectively because they understand the values ​​that Muslims present to consumers, ”Sandrieva said.

She concludes that it is not at all necessary to be a Muslim brand in order to successfully interact: “We need to find common values ​​that we share and focus on it. Now there is a rapprochement between Islamic and mainstream fashion. This is likely to continue for the foreseeable future, but many other experts believe that the Islamic fashion niche will strengthen its position and become a separate independent sector.

Unfortunately, now there is not enough professional staff for this, thus, the IFDC platform is also such a significant step for uniting all players in the fashion industry market, other sectors of the Islamic economy in order to develop this industry effectively and accelerate its growth. "