Global retail behemoths are offering Ramadan collections. Dolce & Gabbana has launched a collection of abayas, or loose robes, and hijabs. Others like Burberry and Uniqlo are also entering the modest fashion market. H&M made its movement in modest fashion by selecting Mariah Idriss as a first hijab-wearing model. The fashion chain Mango promoted Ramadan collections. Designers such as Oscar de la Renta and Tommy Hilfiger are testing the market. Nike released an unprecedented Pro-Hijab marketing campaign in the beginning of 2017 that not only raised awareness of Muslim women athletes but also marked Nike’s shift toward the Middle East for its market expansion. Brands are showing less fear of association with something Islamic and producing more market-right products. In February, London hosted its first-ever Modest Fashion Week, featuring more than 40 labels showcasing styles that ranged from maxi dresses to hijabs.

Ramadan is the holiest month of Islam when Muslims throughout the world fast for 30 days from dawn to evening. The retail spikes begin as early as two weeks before the holy month, which last year saw a 29 per cent increase in southeast Asia and a 36 per cent increase in the Middle East in comparison to non-Ramadan times of the year.