Desado founder blazing a trail for Muslim fashion

The world is increasingly recognizing the tremendous potential of the global Islamic economy — one that encompasses diverse sectors including but not limited to finance, food, and fashion. In 2012 it was valued at over $1.5 trillion USD and is poised to double by the end of the decade. In the same year the market for Islamic fashion alone was valued at over $200 billion USD (based on global Muslim consumer spend on clothing and footwear) and is expected to reach over $300 billion USD in 2018. With the recent launch of the Islamic Fashion Design Council in Dubai it is obvious developments in this market will continue to draw a significant amount of attention.

Recognizing the evident consumer need and the tremendous commercial potential of the Islamic fashion market, one homegrown fashion label, Citra Style, aims to put modest fashion on the map. Launched in January 2014 by Muhammad (right) and Habibah Chbib, the brand caters to modern and style-conscious Muslim women worldwide who choose to wear the hijab, and aims to be the world’s premier online store for modest fashion.

“Citra Style was created for the modern and fashion conscious women of faith,” say its founders. “Our brand represents a unique fusion of cultural heritage, religious belief, and current runway trends, carefully designed for the Muslim woman of grace and honor.” Catering to a faith-based consumer segment, the brand espouses a distinct set of tenets and values, as evidenced in its name: Citra in Arabic means protection, shelter, and modesty.

As CEO, Muhammad is the consummate e-commerce aficionado, boasting rich innings in the region in his former avatars as the founder and CEO of desado.com — the Middle East’s first online design destination — and as the CEO of Sukar.com, the first online private fashion shopping club in the Middle East, which he then sold to Souq.com. He states matter-of-factly: “I’ve been in the e-commerce realm for several years and I came to the conclusion that if you just trade items online, you simply don’t stand out. In the Middle Eastern e-commerce space right now, price is the only differentiator.”

The desire to embark on a different online retail business prompted Muhammad to identify a distinctive product with global appeal. Modest fashion was an idea that he and his wife, Habibah, had always considered over the years. “There’s nearly two billion Muslims around the world,” cites Muhammad, “name one global brand that stands for Muslim fashion. None, right? That is the need that we decided to address.” Habibah continues: “Both of us are originally from the region, raised in Germany, and we understood the needs of countless Muslim women living in the West who want to honor their faith and still be fashionable. I’ve personally found it challenging to put together a complete outfit without visiting multiple stores. I knew it would make my life easier if there was a one-stop fashion shop for modest clothing.”

Original post by Nathasha D’Souza

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Desado founder blazing a trail for Muslim fashion