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Western Advertising Brands Target Muslim Consumers

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 Western advertising brands are launching campaigns that appeal to Muslim customers by portraying the hijab in popular styles.

Companies are incorporating the traditional hijab in their marketing, generating praise within the fashion community due to the rise of a Muslim consumer market in Western countries.

“It’s a huge market and they [Muslim customers] are incredibly brand savvy, so they want to spend their money,” said Shelina Janmohamed, vice-president of a consulting agency that works with brands to market their products to Muslim consumers.

 Teen Vogue also praised the industry for making fashion more inclusive.

Muslim model Halima Aden sported a denim hijab on advertisements for American Eagle, and Nike is set to sell the “Nike Pro Hijab” in spring 2018 after female Muslim athletes complained about the difficulty of wearing a head covering during sports practices.

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