British department store Debenhams announced their partnership earlier this week with London-based modest fashion brand Aab.

The fashion brand, which opened its first boutique store in London two years ago, is currently one of the world’s leading online retailers in the contemporary modest fashion clothing sector. 

It will roll out its collection in Debenhams stores across the UK, as well as across their international stores, including those in the UAE, Kuwait, Saudi Arabia, Bahrain, Iran, Indonesia and Malaysia.

The collaboration comes as the latest Global Islamic Economy report forecasts the modest fashion industry to be worth $327bn by the year 2020

Nazmin Alim, founder and creative director at Aab, said:

"We started Aab almost a decade ago as a label that redefined modest fashion and one that caters for everyday modern wardrobe staples that are thoughtfully designed with the highest quality."

Aab's full collection of trend-led products includes everything from modest clothing, to abayas, hijabs and accessories.

 

Aab 'Oak Leaf Abaya, photo credit: http: www.aabcollection.com

Debenhams have said of the partnership that adding the modest fashion range to their stores enables them to "offer collections that are highly relevant in both international markets and to our domestic customers and is a step closer to creating a product offer that caters for broader customer needs."

H&M launched its first advert in 2015 showing a Muslim model in a hijab while British high-street department store House of Fraser started stocking ‘sporty hijabs’ in June of the same year. 

In recent years, designers such as Hermes, Aramis, and Estée Lauder have also targeted this sector with exclusive collections inspired by the Middle East.