Hijab-wearing women have also become more visible in Western countries where Muslims are a minority. In September, British model Mariah Idrissi became the first woman in a headscarf to star in a commercial for H&M, the world’s second- biggest clothing retailer. At this year’s London Fashion Week, the three sisters behind Malaysian clothing brand Mimpikita held their first show, arguably getting more attention for the hijabs they wore than the clothing they sent down the runway. Western designers have also shown an interest in fashion for the Muslim woman – in 2014, DKNY launched a Ramadan collection.
Other big Western brands have followed suit — Tommy Hilfiger and Mango have sold Muslim clothing during Ramadan, and Japanese brand Uniqlo collaborated with British designer Hana Tajima for a line of modest fashion, which included hijab and kebaya, a type of traditional dress.