The Italian label delves into the lucrative Muslim market, following in the footsteps of other leading brands like Oscar de la Renta, DKNY (Donna Karan New York), and Tommy Hilfilger.
ANA MARISOL ANGARITA
Breaking away from stereotypical patterns and recognizing the high demand for luxury and style from Muslim women with high purchasing power, the renowned Italian label Dolce & Gabbana unveiled its first collection specially designed for the Middle Eastern market.
It is precisely those prints in the new Abaya Collection: The charm of the Middle East which allow this line to be perfectly in tune with the main trends for Spring 2016. They seek to communicate "a lovely visual depiction of the grace and beauty of Muslim women," said the designers.
Exquisite accessories complete the look, including large sunglasses, high heels, printed handbags and the firm`s very popular line of cocktail jewelry.
Controversy and profits
Dolce & Gabbana's new release has been controversial and has not escaped criticism. In social networks the use of models, which—according to their skin tone are probably not Muslim—has been challenged. Others question the notion that the collection might be taking advantage of Muslim women or inciting them to be ostentatious and immodest.
However, the couture house has received praise from the press and from clients who have already announced their intention of acquiring the clothing and accessories created especially for them.
This collection aims to captivate Muslim women—mainly from the oil states in the Gulf—who have already incorporated items from leading luxury brands in their traditional dress. Beyond the debate, the fact is that the firm Dolce & Gabbana focuses on the art of fashion without neglecting the realities of the market.
The wealthier Muslim consumers have a particular predilection for high-end clothing and footwear. In 2013 alone, they spent US $266 billion, according to a recent report by Thomson Reuters, which estimates the figure could reach US $488 billion by 2019.
Dolce & Gabbana rigorously studied their insertion into the lucrative Muslim market, following in the footsteps of other leading brands such as Oscar de la Renta, DKNY (Donna Karan New York) and Tommy Hilfiger, among others, who have planned the release of their collections to coincide with Ramadan.
Lately, Dolce & Gabbana has launched collections aimed at seducing clients, in particular regions, as part of its strategy to capture market niches in countries such as Russia, China, and Japan, among others.
Dolce & Gabbana has indeed taken a significant step in its desire to please the elegant Muslim woman who loves luxury and haute couture.■