Fashion: all ASOS trends embarks on Islamic fashion
It’s a paving stone launched in the pond.For almost 20 years, the English site ASOS - acclaimed by French consumers - which has been declining lines for round, large, small or even sporting women is now launching into the Muslim fashion market.
Announced this week in the utmost discretion in England, the collections are split into two categories: a "Modest" line, literal translation of modest fashion where the most covering items and part of the creations of the American Islamic clothing brand are grouped togetherVerona, including hijabs and abayas.On the English site as on the French version, long fluid dresses, loose costumes and colorful hijabs, carried by the model Asha Mohamud are already available.
Young, veiled and trendy
According to the independent American organization Pew Research Center, Muslims would represent 24 % of the world's population and Islam would become the majority religion by 2070.Lisa Vogl, the American designer of Verona, converted to Islam has already made the accounts.In an interview given to the International Koranic Press Agency, she claims that "Muslims spent around $ 254 billion in 2016 in 2016 for their clothes and [that] it should reach 373 billion in 2022.»»
What attract to arouse the interest of fashion brands ready to seize the opportunity to position oneself on a controversial niche but still little exploited.
However, the demand is indeed there.They are Muslim, practice their religion and proudly claim their cultural identity without making a cross on fashion trends. Jeunes et voilées, sur Youtube, ces femmes partagent leur « haul»» Asos (traduction anglaise de butin) et promulguent à leurs abonnés les conseils nécessaires pour sélectionner les articles les plus couvrants parmi 85 000 références présentes en ligne aujourd’hui.Between the long skirts and the buttoned blouses, some do not hesitate to divert the codes with modesty by sliding a t-shirt under a sleeveless dress or a slightly too deep neckline.
A booming market
At Asos, home policy has always been to promote diversity by offering a fashion accessible to any woman.No wonder this new line is part of the collections proposed by the Pure Player.
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Profitez de l'offre 1€ pour 3 mois avec GoogleEn choisissant ce parcours d’abonnement promotionnel, vous acceptez le dépôt d’un cookie d’analyse par Google.Since 2015, modest fashion is gradually gaining ground.After a national debate which crystallized the tensions around the burkini, the ready-to-wear marks have since swept the controversy by breaking in turn the stereotypes linked to the Muslim religion.Starting with Uniqlo who has been calling on the designer Hana Tajima since 2015 to draw fluid dresses collections. Avec Mariah Idrissi, H&M franchit la même année le cap en présentant un mannequin voilé pour l’une de ses campagnes publicitaire avant de proposer de la mode pudique l’été dernier. Le luxe n’est pas en reste puisque dès 2016, les Italiens Dolce & Gabbana et l’Américain Tommy Hilfiger signaient leur première ligne d’hijabs et d’abayas.
A few days before Ramadan, which should start on May 5, this new offer offered by Asos is intended for the Muslim community and is expected to feed the 30 % annual growth of the e-shop.Last year, the English giant addressed during this fasting period, a reduction of 20 % to its resident customers in Muslim countries.Even if the veil is likely to raise the debates once again, the business promises to be very promising.
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