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Modest fashion on London catwalk

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(18 Apr 2017) LEADIN:Thousands of people have attended the London Muslim Lifestyle Show to see scores of pop-up shops, a Modest Fashion Week, and to listen to seminars.The event aims to promote trade and investment in the UK post-Brexit.STORYLINE:Modest fashion is taking over the catwalk in London.These designs are aimed at Muslim women who don't want their religious choices to stop them from dressing with style.Thirty-five designers from across the world are showcasing their collections at London Modest Fashion Week, which is part of the Muslim Lifestyle Show.The fashion event started in Istanbul but this is a chance for designers to make an impact in European markets."Modest fashion actually is a niche market, is really like a baby industry," says the fashion week's cofounder Franka Soeria."And then all of them (designers) want to expand to another country but they need to reach the right community."This is the second year the London Muslim Fashion Show has been held.From seminars to shops, everything here is focussed towards Islamic and halal businesses.Two floors at Olympia London are packed with stalls.This year there were about 180 businesses at the show from countries including the UK, Malaysia, Turkey and Norway.And they have had plenty of custom. By half-way through the second day of the show 15,000 people have passed through its doors, getting close to the 20,000 people who attended the 2016 inaugural event.Beauty treatments are on offer and a Cookery Theatre aims to entertain and educate, with presentations on cooking for children, healthy halal eating, and halal eat offs, among others.Designer Farrah Naaz creates clothing that mixes Pakistani style with fusion wear and modest fashion.She sees the show as a chance to grow her business."It's very important. It just opens a new window, a new door, new clients," she says.The show is aimed at helping small and medium sized firms gain exposure and develop their markets, whether in the UK or abroad.The show's founder, Waleed Jahangir, says halal businesses across the world come here to use London's "economic power".And he believes the Brexit negotiation period is a crucial time for the UK to look for new trading opportunities."Those countries outside Europe are predominantly Muslim countries with high barrier to entry markets. And these markets need a little bit of education but yet have a lucrative offering, and untapped," he says.More than 500,000 pounds (629,000 US dollars) was spent at last year's show.You can license this story through AP Archive: http://www.aparchive.com/metadata/you... Find out more about AP Archive: http://www.aparchive.com/HowWeWork

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AP Archive 4091908 28f50fa7d7069f2e5fedb67819c25724 MEEX UK Muslim Lifestyle London England United Kingdom Western Europe Lifestyle Arts and entertainment Brexit referendum
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