In Italian fashion houses, Dolce & Gabbana has always been decisive and bold. The brand double designer who always pays attention to the market trend has entered the Muslim market with high-profile and released the first "Robe" series.
They are made up of neutral robes and headscarves. They are made of virgin fabrics such as georgette and Chamius satin. In the past few seasons, Dolce & Gabbana's theme, whether it is family or Byzantine, is always filled with a strong Sicilian style. Although the "Robe" series looks far and wide, it can still find a lot of complicated lace, as well as lemon, daisy, and dots, which are the latest series of prints in spring and summer of 2016.
Dolce & Gabbana Robe Collection
Dolce & Gabbana Robe Collection
Dolce & Gabbana 2016 Spring Summer Collection
After the photo was exposed, Dolce & Gabbana instantly conquered a large number of Muslim women. They became mainstream on Twitter on the brand's beauty and gratitude. But there are also Instagram users who question the motive behind it: “Where is the money? Where is the smart marketing!â€
Muslim women who are bound by traditional customs need to wear headscarves and robes in response to the instructions of the Qur'an that men and women must "cover their bodies and restrain themselves." When headscarves and robes become a religious symbol, they naturally become a business in the eyes of designers and retailers.
In 2014, DKNY and Tommy Hilfiger from the United States launched the capsule series; Net-a-Porter, the world's largest luxury e-commerce company, also made shopping advertisements on the eve of Ramadan (September of the Islamic calendar). The fast fashion that advocates high-speed operation is full of horsepower. Uniqlo also starts from the design. Please go to the British designer Hana Tajima to take charge of the loose version of the robes, jackets and blouses, only for some Singapore stores and e-commerce. H&M used the first model Mariah Idrissi to wear a headscarf in the fall 2015 ad;
“Everyone is pursuing fashion,†Australian fashion blogger and designer Zulfiye Tufa said in an Islamic fashion group discussion under the World Islamic Economic Forum in November last year. “They may not blindly Pursuing 'fashion', but they want to keep up with fashion trends. This has an impact on how they perceive the world, especially those living in Western countries.
So Instagram has emerged a batch of Muslim fashion bloggers. For example, Wiwid, who moved from Indonesia to Sydney, used the label #thegirlbeneaththeheadscarf (girl under the headscarf) to challenge prejudice against Muslim women. “Women wearing headscarves are often seen as too humble and obedient, without dressing style.†Wiwid told Buzzfeed. “I want to challenge this. I want to use my blog to tell everyone that women wearing headscarves are equally fashionable. Fun and cheerful, just like other women."
Fashion blogger Wiwid
Fashion blogger Wiwid
In terms of the proportion of the population, Muslims account for 23% of the world's share, and the ability to consume should not be underestimated. According to a recent report from Thomson Reuters, in 2013, Muslims spent $2.66 billion on fashion and shoes worldwide (about 1.651 billion yuan), which is more fashionable than Japan and Italy. More consumption is added. The report also expects this number to rise to US$4.84 billion (approximately RMB 3.05 billion) by 2019. With this figure as a basis, designers and retailers who want to get into the market in the future may not increase.
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