Some hotels quote Dh1,000 to Dh8,000 for standard hotel room that would usually start at around Dh345 per night
How would you describe Islamic fashion?
Islamic fashion is about allowing the fashionista to be able to adhere to her faith-based values. Normally what happens is this type of a consumer has committed to her faith and thus chooses a path of modesty. It generally means things are more covered up and loose-fitting but not unflattering.
Who sets those guidelines?
They were originally proscribed by the scriptures. You have a consistency that has been there throughout - longer hemlines and covered arms for example - but things do get modified as time and generations move on.
What first interested you in Islamic fashion?
I grew up in Canada and California. I was surrounded by a stylish lifestyle. Girls my age always wanted to look good. That first piqued my interest in fashion.
Was this change difficult to adjust to?
I wasn't exposed to things like the hijab in the West. It's not something I knew much about. It's a good lesson for all of us. Unless we understand and extinguish our ignorance about things, we really don't know what we're talking about. I may have had certain reservations about hijabs myself in the past, but I really didn't know what I was talking about. Unless I took that initiative to learn I would have remained ignorant. That should be a lesson for anyone who judges other peoples' cultures or religions.
You then moved to Dubai. Why set up the IFDC?
When I looked at starting my own line I realised there was no support. Not even your local chamber of commerce knew about Islamic fashion. I felt there needed to be a platform that could create some order or sense for all these amazing designers around the world.
The IFDC is a leading advocate for Islamic fashion and design professionals and aspiring talent, has an array of products, services, and training programmes for all levels. The platform is designed to aid the success of Islamic fashion and design in the global marketplace and facilitate the industry players in accessing its growth potential.
How have you seen the industry evolve in the time since starting the IFDC?
You see more attention coming from the mainstream fashion houses. Dolce & Gabbana, DKNY and Tommy Hilfiger have all had a go. That's because it is a lucrative market. Depending on which report you read you're looking at up to $500 billion of spending power by 2019.
And the fashion? Does that change much?
Incredibly. There's fusion styling going on. It's traditional but with a bit of a Western or Far Eastern touch. There are Japanese designers doing kimono abayas for example.
One of the challenges the mainstream labels have is they're not quite understanding the consumer profile. There were many Ramadan collections that came out that were full length but made out of sheer fabric. That doesn't work. You have to be careful where you do shop.
We're introducing an IFDC pop-up design school. We'll take on leading names in the industry to give classes on the whole business of fashion from design to marketing. It's in the final stages right now.
Some hotels quote Dh1,000 to Dh8,000 for standard hotel room that would usually start at around Dh345 per night
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