International department store Debenhams has just announced a new global partnership with a leading modest fashion brand.
London-based label Aab will work collaboratively alongside Debenhams to produce a collection of contemporary conservative clothing – including hijabs and abayas – in a push to promote a more inclusive approach and cater to a wider customer base.
Jeanette Whithear, international trading director at Debenhams, said: “Adding the high-quality fashion range to our product mix enables us to offer collections that are highly relevant in both international markets and to our domestic customers, and is a step closer to creating a product offer that caters for broader customer needs.”
The inaugural collection – set to launch in May this year – will be rolled out across 14 international stores in the Middle East and Asia Pacific, as well as pop-up shops in select UK stores, starting with its flagship on London’s Oxford Street, with hopes for expansion in the future.
According to Fortune magazine, Islamic women represent the biggest opportunity for the future of fashion, with modest clothing predicted to be the single biggest opportunity in womenswear globally for the next five years.