Only a year and a half old, Abaya Addict is already enjoying great success and is now seeking a bigger share of the $96bn fashion industry.
Modest fashion is a design sub segment created to address the needs of Muslim women who are looking for a garment that covers them from neck to ankle in a modern and fashionable way. “Islamic fashion is a new concept; there is currently no market leader for Islamic fashion,” said Deanna Khalil, the designer and founder of Abaya Addict.
Abaya Addict was founded by Deanna Khalil, a certified medical practitioner with a passion for fashion, and her husband, Ahmed Aduib, who’s financing the whole operation and believes in its unlimited potential.
This November, Abaya Addict will have the opportunity to be in Malaysia for the Mercedes Benz fashion week. They were sought out by the event organisers and are also set to display at fashion shows across LA, New York, Miami, Chicago and Texas.
According to them, Dubai and the Middle East in general is an untapped market and that the Western and Pan Asian culture already embraces this concept. There is no apparent market leader beyond the development of abayas, but the potential of this market goes significantly beyond that single scope.
Most fashion is not just for Muslims. According to a survey ran online by Abaya Addict, 10 percent of the respondents where Christians that need to go to church, for example, need to wear something modest. Out of 700 participants, 70 percent said that they are not able to find anything completely covered yet fashionable when they go to the malls.
Abaya Addict started with 10 dresses on a website, but now it is a business selling over 500 items a month and has 27,000 followers on Facebook.
From Arabian Business
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