Dolce & Gabbana has debuted an exclusive collection of Abayas and Hijabs and, thus, made the worldwide news again. The collection was launched this Sunday, making all the bad thoughts about the upcoming Monday disappear.
The Dolce & Gabbana hijab collection is very elegant, but also reserved, especially when it comes to the color palette. Dark colors, like black, are under the main stress. The rest of the palette is in neutral colors, nothing too vibrant or eye-catchy. The collection is in the form of a lookbook so far, although it seems that this can be only the first, much safer step of a bigger plan.
The fabrics are very light and airy. A special preference has been given to georgette and satin weave charmeuse. Despite this, there are a few particularly intriguing details, made from lush lace trims and prints (the lemons, daisies, and polka dots, for instance) that we’ve also seen in Dolce & Gabbana’s spring 2016 collection.
The new collection is actually a very good move tying the two collections together; although Arab women are expected to dress modestly, and cover up certain body parts in public, it doesn’t mean they wouldn’t want to own one of the relatively modest pieces of the Western-oriented collections. In fact, the garments are styled alongside cocktail jewelry, sunglasses and the patterned bags, all of them also produced by the brand.
This doesn’t look like a casual collection that can go mainstream, it is a more luxurious project for women with high tastes and financial capabilities. Considering that in many Arab countries, women are allowed to dress elegantly and similar to the Western fashion in their homes or under the Abayas, I don’t think this is a particularly shocking move towards the given audience. Dolce & Gabbana is a legendary label, and if a woman likes to walk in Italian high fashion, she will find a way of doing it in her house, without the need of an Abaya collection.
We can’t, of course, ignore the collection as a move to conquer the audience by showing a special kind of care and attention towards this segment. I won’t be surprised if Dolce & Gabbana scores a few hundred loyal customers after this launch.
It’s already predicted that this collection will be a huge plus to D&G’s revenue in 2016. The Muslim market has long been in the specter of luxury brands’ interest. Tommy Hilfiger, DKNY, Monique Lhuillier and others have already presented capsule collections caftans designed for this market, hoping sales would skyrocket on the occasion of Ramadan.
These kinds of trends have previously been observed with the Asian markets like China and Japan. Fashion demands in these countries made designers reconsider the sizes and proportions of items they were producing and adapt future collections to the traditions of the newly discovered market. The same process is happening with the Muslim market, where fashion standards are not the same as in the Western world.
Thomson Reuters’ 2014-2015 report stated a rising demand in Muslim clothing and footwear, predicting a $484 billion spending by 2019. There’s the demand, and that’s why designers and retailers are on a mission to provide for it.