The Modesty Market: a glance a the rising enterprise of modest trend for contemporary girls – Regina

The Modesty Market: a glance a the rising enterprise of modest trend for contemporary girls – Regina

REGINA – Little Mosque on the Prairie premiered to huge fanfare in 2007.

The Modesty Market: a glance a the rising enterprise of modest trend for contemporary girls – Regina

It actually was a historic second in Canadian tv. It was an internationally-covered occasion for being a first-of-its-kind present, depicting regular Muslim life in a conventional western neighborhood. However within the Muslim world, it created buzz for a special motive.

“Rayyan was a personality on the present, and we needed to have her garments designed on set and sewn on set,” recollects the present author and creator Zarqa Nawaz.

“Ladies had been breaking down her wardrobe and saying, ‘wow the place does these things come from?’ And we realized there was this gap available in the market for ladies who wish to costume a sure means, perhaps wish to be a bit bit extra coated up. We thought this is a chance that we should always actually discover.”

“We had been at dinner one night time, and he or she was occurring about it once more as normal,” laughs Rubina Surtie. “So I mentioned, in the event you actually wish to do it, let’s do it!”

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Collectively, Nawaz and Surtie launched Zarquby, a model new line of modest garments for contemporary girls.

“Folks at all times assume that modest clothes means frumpy clothes,” mentioned Nawaz.

“However, girls from all faiths, and even girls who aren’t spiritual, some girls simply wish to be extra coated as much as be extra comfy in their very own pores and skin. It’s tougher to seek out these kinds of garments.”

Their timing is on level. In line with a 2015 Thompson Reuters report, Muslims spent $266 billion on clothes and footwear in 2013. By 2019, that market is anticipated to develop to $488 billion.

Zarquby isn’t the one enterprise making an attempt to money in on the area of interest. Massive manufacturers like H&M and Dolce & Gabbana are moving into the modest trend enterprise.

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“I really feel as Muslims we perceive the market higher, and we all know what individuals are truly searching for,”mentioned Surtie.

“Persons are searching for trend. They’re shifting away from the essential black abaya. You see that on the streets, and with the youthful women. You see it with people who find themselves holding extra company positions or enterprise positions. I wish to seem like everybody else, however I nonetheless wish to keep the rules of my faith.”

With the intention to serve this rising neighborhood, Surtie and Nawaz seemed for Saskatchewan designers who may make their imaginative and prescient a actuality. That’s when Helen MacDonald, of Helen Anne Designs joined the corporate.

She’s been stitching for 27 years, and though she’d by no means sewn a hijab or abaya earlier than, after a few conferences with Zarquby, she was employed.

“Their type is totally different than mine,” she mentioned. “I used to be making a whole lot of basic designs, however I used to be additionally making a whole lot of dramatic designs. So I assumed, if I put the 2 collectively I can most likely get precisely what they’re searching for.”

“We requested [designers] to take the idea of an abaya, however don’t make it seem like an abaya. Give it a totally totally different look,” mentioned Surtie.

Up to now, enterprise is booming. Zarquby is delivery all around the world they usually simply opened just a few weeks in the past.

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However, for the creator of a present that aired in over 60 nations, it’s only a pilot in comparison with what she has deliberate.

“That was the primary time a Saskatchewan tv present went that far all over the world,” recollects Nawaz. “So why can’t we do this with garments? Why can’t we do this with a trend firm? Why can’t designers right here within the metropolis have entry to this international market?”

“In two years, I hope we’re the amazon of the modest market,” laughs Surtie. “Sure, dream huge.”

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