Uniqlo is the latest brand to produce a lifestyle collection aimed at Muslim women, introducing a line of hijabs and other conservative clothing in its US stores.
The retailer has partnered with Muslim designer Hana Tajima to produce a range of hijabs, kebayas, blouses, relaxed pants and flowing skirts.
It’s the second time the brand has partnered with Hana, joining a global movement to include Muslim consumers in mainstream fashion.
Dolce & Gabbana, DKNY, Oscar de la Renta and Tommy Hilfiger have all produced one-off collections in the past.
Hana advocates for "seeing beyond a target market to get at why a woman wants to dress a certain way, regardless of religious or cultural labels."
"At its heart there needs to be a real understanding of the women who will be wearing these designs," she told Fashionista.
"I think that starts with breaking down boundaries and allowing clothing to be something that can connect us."
The Uniqlo Spring 2016 campaign includes brights such as dusty pink and marigold yellow, while also introducing prints and more neutral colours.
The collection will be available in the US from February 26, in a move we hope to see more of in the future.