This week, Dolce & Gabbana made its smartest move in years when the Italian fashion house launched its first collection of abayas and hijabs.
Women from wealthy oil states have long expressed their flair for fashion with pricey handbags and shoes, visible when worn with an abaya and hijab.
Many of these women are already consumers of designer apparel, often wearing brands including Dolce & Gabbana head-to-toe underneath their modest abayas, viewable in the privacy of their homes or among other women.
D&G already operates 13 stores and boutiques in the United Arab Emirates alone, with multiple outposts across Bahrain, Kuwait, Qatar, and Saudi Arabia.
Their core clientele has been customizing their abayas for decades, adding Swarovski crystals and other delicate details to sleeves and hemlines.