(19 Apr 2019) UK MUSLIM FASHION
SOURCE: ASSOCIATED PRESS
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London - 13 April 2019
1. Various of model wearing Thread Palette clothing on the catwalk at the Muslim Shopping Festival, Olympia
2. Various of model wearing Aab clothing on the catwalk
3. Various of model wearing Thread Palette clothing on the catwalk
4. SOUNDBITE (English) Shajeeya Jafri, Creative Director (left) and Saima Jafri, Director of Operations (right), Thread Palette:
"I think it does have a customer base bigger than (only) Muslims, because the kind of styles that we're doing, because we're catering to even - like the sweatshirts for instance you can wear it with the hijab or just wear it without - and it still works for you right. So, even with these abaya coats that we are doing, you can wear it as a coat or you just wear it as an abaya and just style it with a hijab. So you know, all our designs are like that."
5. Various of Saima Jafr and Shajeeya Jafri with a model on the catwalk
6. SOUNDBITE (English) Shajeeya Jafri, Creative Director, Thread Palette:
"Every brand is sort of going that way now, they are doing more fusion wear, and, which is great. There's just so much variety out there now."
7. Various of models wearing Salayfa clothing on the catwalk
8. Various of audience members taking photos and videos of the fashion show
9. Various of shoppers at the AbayaButh stall
10. Pan from the AbayaButh stall to the Rena Jawad stall
11. Top shot tilt of model wearing Rena Jawad clothing on catwalk to event hall
12. Top shot of model wearing Rena Jawad clothing
13. SOUNDBITE (English) Rena Al-Jawad, Director, Rena Jawad:
"I would like to attract more Western clothing, because I feel that a lot of modest fashion is aimed at more traditional clothes, more traditional designs. Whereas for me I have tried to have more of a Western style but also incorporate the modesty factor into it."
14. Various of model wearing AbayaButh clothing on the catwalk
15. Various of model on the catwalk
16. SOUNDBITE (English) Waleed Jahangir, CEO London Muslim Shopping Festival:
"When the modest fashion market really started many years ago, I think that was the main aim, and now it's actually happening. It always takes an industry a little bit of time, a few years, a little bit of development. But now we see change happening and now we see mainstream brands adopting modest fashion trends and styles, which is fantastic."
17. Model on the catwalk
18. Top shot of model on the catwalk
LEADIN:
Modest fashion is growing in popularity, with western high street chains following the trend for traditional Islamic-style clothing.
And at this year's Muslim Shopping Festival in London, classics with a twist are designed to appeal to Muslim and non-Muslim customers alike.
STORYLINE:
The lines may be traditional - but the look is high fashion.
The catwalk at Modest Fashion Live is one of the Muslim Shopping Festival's main attractions.
Customers at London's Olympia packed the venue to get a look at the latest trends.
This year, the traditional abayas and long tunics are aiming for crossover - to appeal to a range of shoppers.
Many designers and stallholders at the show are marketing their products at both Muslims and non-Muslims, and making them adaptable for both.
Thread Palette works from the UK and Qatar, and has designers making prints for their shirts across the globe.
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