‘Modest wear’ for men hits the UK catwalk

Modest fashion is gaining mainstream interest across the board. (Photo courtesy: Jubbas)
Updated 06 February 2018
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‘Modest wear’ for men hits the UK catwalk

LONDON: The concept of women’s “modest fashion” is well established in the retail world, with a plethora of international start-ups tapping into growing demand from modern Muslims across the globe. But this year will see men’s modest fashion come to the fore for the first time, experts have said.
Romanna bint Abu Baker, founder of London Modest Fashion Week (LMFW) and owner of modest fashion marketplace Haute Elan, said male fashion brand Jubbas will make its debut on the catwalk at LMFW in February this year. Ten thousand visitors are expected to stump up the $142 two-day entrance fee to view 40 international collections at the event, she said.
Modest fashion is gaining mainstream interest across the board, with several retailers and brands such as Dolce & Gabbana, Uniqlo and Burberry entering the industry and several notable investments driving the sector forward, including Qatar’s Mayhoola investment fund buying French luxury label Balmain and crowdfunding being used to develop a climate-adapting hijab. As the sector gains traction, spend on clothing and apparel from Muslims is projected to reach $368 billion by 2021 – and some of this spend will be driven by males.
Akil Desai, the founder of Blackburn-based Jubbas, told Arab News his company would showcase an extensive collection of tailored “jubbas” (kandoras), prayer hats and mens’ scarves (shemaghs).
Desai said his shops have witnessed increased demand for male garments as Muslim men seek out “traditional but contemporary” clothes. “They want to respect their faith but they want to fit in, so they are looking for traditional clothes with a modern feel,” Desai said.
The Jubbas owner founded his firm just five years ago but has already grown the brand’s bricks-and-mortar presence to three stores in Blackburn, London and Bolton, with plans to open more in Preston, Liverpool and Manchester.
Desai said his male customers range between the ages of 14 to 55 years old. “The younger customers tend to go for the more modern designs, like our denim kandora. The older men, above 45 years, prefer traditional garments,” Desai said. “Interestingly, comfort is very important and Muslim men are realizing that it’s easier to slip on a kandora than to worry about matching trousers or finding a belt.”
The Jubbas owner said Muslim men often seek out his stores for evening dress. “We offer kandoras with lots of detail at affordable prices, so instead of going to a tailor, they come to us.”
According to Desai, Jubbas sold 20,000 garments in 2017 and expects to sell 29,000 garments in 2018. Around 70 percent of the store’s purchases are for men, he said.
“We have started a trend where they [Muslim men] feel comfortable wearing the kandora and don’t feel out of place in society because it’s very modern. It’s traditional but they can blend in and look cool. Our price point is also affordable,” Desai said.
“In a way, it’s like making a statement. Men want to identify as Muslims,” Desai added.
The Jubbas owner announced he is going into retail store partnership with Abu Baker’s Haute Elan brand across his upcoming northern UK stores. “Together we can offer a ‘one stop shop’ for Muslim families who want purchase garments for men, women and children,” he said.
Abu Baker agreed that modest menswear is likely to take off in 2018. “One reason is that some men want garments or jumpers that cover their rear. They also like the modesty of the prayer cap,” she said. “On the other hand, it’s becoming fashionable among Muslims to dress as Muslims. There’s an emerging pride to be a Muslim… it’s a statement of identity.”
However, one major UK-based modest fashion brand owner, who asked to remain anonymous, told Arab News that male modest fashion is “most likely a fad.”
He said: “Our company has plans to diversify from female fashion into halal perfume and even homewares, but menswear, no…”
The source added: “Modest menswear is a bit of a gimmick. When something is in vogue, people tend to want to jump on the bandwagon. And while the modest fashion industry has real legs on it, (male modest fashion) seems a bit opportunistic. They would need a very compelling proposition to make it in the market.”


Meghan loved her veil embroidered with tribute to the Commonwealth — designer

Updated 20 May 2018
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Meghan loved her veil embroidered with tribute to the Commonwealth — designer

LONDON: When Meghan Markle walked down the aisle to marry Prince Harry on Saturday, she had with her the 53 countries of the Commonwealth — each one represented in the embroidery of her veil.
Recounting the discussions over Meghan’s dress and veil for Saturday’s groundbreaking wedding, designer Clare Waight Keller said the new Duchess of Sussex had welcomed the idea that her veil could be designed to hold extra significance.
“The veil was a huge part of the conversations that we had early on. We talked about what we wanted to do in terms of trying to embrace some of the royal connections in there,” said Waight Keller, who became the first female artistic director at famed French house Givenchy last year.
“And a lot of the work that she’s going to probably do in the future is going to be connected to the Commonwealth ... and I said ‘wouldn’t it be amazing if we took the 53 countries of the Commonwealth and embroidered a flower and some flora and fauna from each one of those and that they would go up the aisle, that journey up the aisle with you’.”
Keller said Meghan loved the idea of “all of those countries walking with her through the ceremony.”
Just last month, her now husband, Prince Harry, was appointed to his highest-profile public role to date as youth ambassador to the Commonwealth, the 53 nations bound together by the shared history of the now-defunct British Empire.
Those working on the hand-drawn veil spent hundreds of hours sewing the design, and had to keep washing their hands to keep the tulle and threads pristine.
Meghan’s choice of a sleek sculpted dress, and the five-meter long veil and sparkling diamond tiara, was praised by fashion experts.
Waight Keller said Harry had thanked her for her role in making his wife look “absolutely stunning” after the ceremony at the 15th-century St. George’s Chapel at Windsor Castle, which was watched by royals and celebrities up close, with millions of others tuning into television coverage.
“I saw her after the service. She was absolutely radiant,” said Waight Keller. “There was just a glow to her, you could tell they were so in love ... and she had just looked absolutely exquisite.”