Debenhams caters to Muslim women with new global partnership

By

Barbara Santamaria

Published
Feb 8, 2017

British department stores chain Debenhams has teamed up with the world's leading 'modest' fashion brand Aab to launch a collection of clothing.

London-based Aab has gained global recognition since its launch in 2007 with original design pieces, created by in-house designers taking inspiration from global fashion trends. Its full collection includes abayas, hijabs, kimonos, long-sleeve shirt dresses and accessories.

The collaboration will see Aab’s full collection launch in May across 14 international Debenhams stores, including locations in the UAE and Asia Pacific in Kuwait, Saudi Arabia, Bahrain, Iran, Indonesia and Malaysia. The retailer will also roll out pop-up stores in select UK stores such as Debenhams Oxford Street.

Further UK stores who will stock the ranges include Birmingham Bullring, Westfield Shepherd's Bush, Trafford Centre Manchester and Leicester.

Debenhams trading director international Jeanette Whithear said the launch enables it to offer collections that are "highly relevant in both international markets and to our domestic customers and is a step closer to creating a product offer that caters for broader customer needs. "

Modest fashion is one of the fastest growing sectors in the industry, with some estimates predicting it to be worth more than £200 billion by 2020. Muslim spend on clothing is expected to more than double to £367 billion between 2015 and 2019 and many brands including Mango and DKNY have already begun launching Ramadan collections to capture this market.

London is also set to welcome its first London Modest Fashion Week this February at the Saatchi Gallery. Organised by Haute Elan, an e-tailer targeting Muslim women, the event will be the first of its kind and feature more than 40 modest wear brands.

Aab has two boutiques in London and Bradford.

"Debenhams understand the thinking and creativity behind our collections including the quality in fabrics and construction and we feel there is no better place to begin our global retail journey,” said Nazmin Alim, founder and creative director.

"We look forward to Aab's next phase of growth alongside Debenhams in offering contemporary modest fashion globally."