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From haute hijabs to modest kickboxing: Will marketing empower Muslim women?

By: Rafia Zakaria Source: Al Jazeera Three weeks ago it was running shoes. Nike, the shoe manufacturer whose logo is a fixture in the global consumer imagination, released an online advertisement that features a woman in a headscarf running through the old neighbourhoods of Dubai. Sweaty female boxers and fencers follow until the adrenaline-infused montage wraps up with the hopeful – if cliched – image of a little girl. Where advertisers lead, magazines follow, and a week after the Nike commercial, the soon-to-be-launched Vogue Arabia released its cover image. Featuring the model Gigi Hadid, made-up face partially obscured by a heavily embroidered face veil, it was touted by...

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Nike “Pro Hijab” sports line creates online splash

By: Afshan Ahmed Source: The National (UAE) For hijabi athletes, Nike just did it. The sports brand has ticked all the boxes for fitness enthusiasts by announcing its Nike Pro Hijab which will be available in 2018. As of Wednesday morning, amid the online buzz, the garment even launched its own Instagram account. A project that has been in the brand’s creative labs for over a year, the modest wear is a lightweight, breathable, adjustable garment that was unveiled as part of an ongoing campaign that puts a spotlight on Muslim women athletes. But as Nike jumps in to change the rules of the game by making modest sportwear commercial, and therefore more acceptable, it has sparked a healthy...

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Will 2016 be called the modest fashion movement’s birth year?

By: Prachi Singh Source: Fashion United (India) On one hand, the year 2016 invited several positive and negative opinions on the role of religion versus personal choice of clothing post France’s burkini ban furore. On the other, New York Fashion Week debuted a show by Indonesian designer Anniesa Hasibuan featuring a hijab through its every look on the runway. Around the same time, a 15-year-old Saudi teenager demanded a hijab-clad emoji, while a fully clothed Libayan-American journalist Noor Tagouri wearing a hijab appeared in the October edition of Playboy! Was 2016 the year of modest fashion movement? Well, it surely took a few steps towards changing the global perception. The so called...

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