KUWAIT: Melanie Elturk is currently participating in the Arts Envoy Program with the US Embassy. As a business owner specializing in designing hijabs primarily for the American market, she is now expanding her presence into the Kuwaiti market.

Her presence in Kuwait aims to advocate for women who uphold values similar to those of Muslim women residing in the US. Alongside the US Embassy, Elturk has actively engaged with various entrepreneurial groups, businesswomen, and smaller entities within the fashion industry during her time in Kuwait. To gain more insights on the market and bridging between Western and Eastern Muslims, the Kuwait Times interviewed Elturk.

Kuwait Times: How has the mainstream fashion industry adapted to accommodate modest fashion trends over the past decade, and what are some key indicators of this evolution?

Elturk: Our sensibilities and the way we dress are different than those of indigenous communities within those western countries. If they want to make money, they have to make provisions for women who dress differently. When I was in high school, it was difficult to find something like a long sleeve in the summer. Now you will find more options, even within seasons that used to have shorter cuts.

For them, it is a business transaction, but for us, we get more options for clothes that are more modest and speak to our faith. Beyond the clothing, this also shows more representation in advertising, marketing, and the imagery on their website or magazines, catering to women who look like us. This is another indicator that they understand that this is an important market in which they need to invest in a sincere way — a way that is authentic.

Kuwait Times: In what ways have technological advancements and social media platforms contributed to the growth and visibility of modest fashion globally, and what impact has this had on the industry?

Elturk: I think that is the catalyst. Social media and technology allowed us to globalize as a community and allowed the western market to see the huge community of women that exists, and online, they are all connecting with each other. This made the West understand that this is a market that is worth investing in and has a very strong voice.

Kuwait Times: What are the economic and social factors driving the increasing popularity and acceptance of modest fashion, and how are designers and brands responding to these shifts to ensure its continued relevance in the fashion world?

Elturk: By the year 2030, a quarter of the world’s population is going to be Muslim women. That’s huge and can no longer be ignored. If there are almost one billion Muslim women in the world today, let alone our growing demographic factor, that creates economic and social strategies from sheer numbers. So, the Muslim world is growing, and that is an indicator for them because, in the future, to continue to make our money, we have to go where there is growth.

Also, we are a very economically prosperous community. In the US alone, Muslim women have higher degrees than Muslim men. Muslim women, of all minority groups in America, are highly educated and high-income earners. Let alone the rest of the world, where there is a high purchasing power by Muslim women, especially in this region, and many brands know and understand that. This is why they cater for us in authentic ways.