The American superstore Macy’s announced last week that it will now stock merchandise that caters to Muslim customers.
The department store is teaming up with Verona Collection, a modest clothing brand set up by Lisa Vogl and Alaa Ammus which stocks a selection of dresses, ankle-length cardigans and hijabs.
The partnership came from Macy’s ‘The Workshop at Macy’s” initiative which aims to support minority- and women -owned businesses.
“It’s a platform for a community of women to express their personal identity and embrace fashion that makes them feel confident on the inside and outside”, the Verona Collection cofounders said in a press release.
Macy’s is the latest U.S brand to incorporate Islamic clothing into their brand. Last year NIKE released a hijab designed for female Muslim athletes, American Eagle began selling denim hijabs and in 2014 DKNY launched its Ramadan collection.
While some luxurious and boutique brands have been tapping into the Islamic clothing market for years, Macy’s will be the first large scale retailer who will be selling modest pieces at an affordable price point.
Pieces from the Verona collection for Macy’s range in price from $13 to $85, however the collection will be only be sold online for the time being and will be available from February 15th.