Just in time for New York Fashion Week, Macy’s announced it will be partnering with a modest style line for Muslim girls.

Photo via Macy’s.

Starting Feb. 15, the retail monster will feature an hodgepodge of hijabs, cardigans, abayas, and gowns from the Verona Collection on Macys.com.

Lisa Vogl, founder of the Verona Collection, is a alumnu of The Workshop, Macy’s business development program for minority and/ or women entrepreneurs. After her conversion to Islam in 2011, the single mother quickly recognise how rare it is to find affordable, chic modest garment — and that “many other women, both Muslim and non-Muslim, seemed the same way” — so she decided to launching her own manner line.

But the Verona Collection, according to Vogl, is doing more than simply creating affordable, trendy clothes: The brand represents a new diversity and inclusivity in the fashion industry.

“Verona Collection is more than a clothing brand. It’s a platform for their home communities of women to express their personal identity and espouse fashion that makes them feel confident on the inside and outside, ” said Vogl in a Macy’s press release.

This isn’t the first time major retailers have catered to Muslim women.

A recent example came in December, when Nike liberated a athletics hijab in response to the growing worldwide trend of female Muslim participation in athletics.

In June 2015, Uniqlo launched a collection with British-Japanese Muslim fashion designer Hana Tajima also featuring hijabs and long garments in their UK, Singapore, and online stores. That same summer, DKNY released a Ramadan-themed collection aimed at Muslim girls, and the famed designers and retail brands Oscar de la Renta and Zara followed suit.

In January 2016, Dolce& Gabanna announced their own line of hijabs and abayas. Major international retailer H& M featured hijab-wearing framework Mariah Idrissi in their Close the Loop campaign.

Here’s what attains Macy’s modest clothing line particularly special: It’s the first major department store in the United States to sell hijabs.

Photo via Macy’s.

Macy’s, founded in 1858, is only one of the few old-school giant department store left in the U.S ., making their latest efforts to expand their client demographic to include Muslim women a huge milestone for the rapidly evolving fashion industry.

Azmia Magane, an Orlando-based writer and marketing specialist for Muslim consumers, applauds the new partnership.

“I’m really excited to see Verona Collection as an provide at Macy’s, ” she said to Upworthy. “It’s a win not just for Macy’s and Muslim women, but any females looking for modest ways. It likewise sends a message of inclusivity that’s vital in today’s sociopolitical climate: Muslims are welcome here.”

Maryam Sarhan, a 22 -year-old in Washington , D.C ., said that she hopes Macy’s is just the first of many other big-name retailers to create modest way lines for women of faith.

“I’m pleased to see a department store like Macy’s diversify their collection and offer more options for women of various backgrounds and impressions to feel beautiful, ” Sarhan said. “I hope other corporations follow this example with an open mind.”

Aysha Khan, who’s worn the hijab since elementary school, doesn’t really ascertain the difference between buying hijabs at big retail stores and from smaller Muslim vendors. Still, she’s aroused that there are more options — and a platform for Muslim wives designers.

“I’m mostly aroused about this move as it uplifts Muslim women decorators, ” the 22 -year-old Denver journalist told Upworthy. “I’m ever here for bigger brands and platforms giving Muslim girls opportunities in the mainstream fashion industry.”

However, some Muslim wives are asking an important question about the booming trend of modest style lines: at what expenditure?

Photo via Macy’s.

There is a concern among some Muslim wives that consumerism is hijacking their faith.

Mediha Sandhu, 34, considers herself to a part of the Muslim girls consumer market. While she sees the value and optimism in Islamic fashion realise nationally by such a staple in American culture, she still can’t help feeling a little bit perplexed.

“I also feel sort of at a loss that something unique and intimate, like a small business, has become mass-produced, and hijabis are the targets for mass intake, ” Sandhu told Upworthy. “It’s like my favorite secret place became a sightseer attractivenes, where the secret place is Muslim hijabi stores.”

Binta Nur, a 25 -year-old Muslim hijabi from Philadelphia, where she says “Muslim girls make jobs by catering to their sisters, ” is skeptical of the modest fashion partnerships like Verona Collection and Macy’s.

“I’m not a fan, ” Nur said in an interview with Upworthy. “They are just trying to capitalize on this marketplace. Like, there are Orthodox Jews and Christians who wear head coverings and[ are] only[ as] conservative.”

Worried that the trend will quash independent female Muslim entrepreneurs, she added, “This is going to threw so many Muslim-owned companies out of business.”

Yet for many, this broad effort to tap into the Muslim girls marketplace is likewise good for business.

Photo via Macy’s.

In 2013, Fortune reported that Muslims expended around $266 billion worldwide on attire and shoes. That’s approximately more than Italy and Japan’s spending put together. But the above figures is expected to rise in 2019, according to the 2015 Thomson Reuters State of Global Islamic Economy report — to about $484 billion.

Today, Islam is one of the fastest-growing beliefs, and its booming population could have something to do with the rapidly expanding marketplace. For instance, Pew Research Center calculates that, by 2050, the world’s Muslim population in the world will equal that of Christians.

Sabiha Ansari, co-founder of the American Muslim Consumer Consortium, said that she’s spent a lot of period and effort explaining to businesses the benefits of tapping into the Muslim consumer market.

“It’s about time, ” Ansari told Upworthy. “We ought to have raising awareness about the American Muslim consumer market and its spending power since 2009. I praise Macy’s on prosecuting an emerging new consumer.”

She adds that it’s not only Muslim women who will be interested in the new line of dres: “I wouldn’t only restriction modest clothing to Muslim females alone. There are plenty of Jewish and[ Christian] women who can be potential clients as well.”

There is a long road ahead, but these seem like the right first step .

While I like to support small businesses, I’m mainly excited about this move as it uplifts Muslim females decorators.

Still, I’m always here for bigger brands and platforms devoting Muslim women opportunities in the mainstream fashion industry — even if these first steps are imperfect for now.

Read more: http :// www.upworthy.com/ macy-s-becomes-first-major-department-store-in-the-u-s-to-sell-hijabs