With Londoner Mariah Idrissi featured in a hijab on the H&M 'close the loop' recycling campaign video, it seems that everyone wants the Muslim fashionistas. Marketers have woken up to Ramadan as a potential parallel to Christmas - another festival that can be commercialised once brands realise that Muslim women often buy new clothes to wear or to gift at holiday time.
Professor Reina Lewis
Professor of Cultural Studies at London College of Fashion, University of the Arts London
Reina Lewis is Artscom Centenary Professor of Cultural Studies at London College of Fashion, University of the Arts London. She is one of the UKs leading authorities in modest and faith based fashion and dress and has most recently published Muslim Fashion: Contemporary Style Cultures (2015). Reina is a frequent media commentator – including for the New York Times, BBC World, BBC Radio 4, The Guardian, The Times and Marie-Claire magazine. She has authored a number of books including Rethinking Orientalism: Women, Travel and the Ottoman Harem (2004), and is the editor of Modest Fashion: Styling Bodies, Mediating Faith (2013). Reina Lewis convenes the public talks series Faith and Fashion at London College of Fashion, UAL:, one of the world’s leading providers of fashion education.