Dolce & Gabbana's new line is surprisingly modest

The Italian brand is introducing designer hijabs and abayas to boutiques in the Middle East.

Photo, Arabia.

Photo, Arabia.

Fashion aficionados know Dolce & Gabbana’s aesthetic to be, shall we say, “full-on” — you know, bustiers, floral patterns and plenty of in-your-face colour. Which makes the Italian label’s foray into a more modest market all the more unexpected.

On Sunday, D&G unveiled a new line of hijabs and abayas on’s Arabia site. The pieces are stunning: a mix of flowy neutral cloaks with embellishments that flick at the brand’s signature flashiness (lace, roses and lemons). According to the site, the collection “celebrates the inimitable dolce vita that is distinct to us in the Arab world.”

With several boutiques in Saudi Arabia, Jordan and glitzy Dubai, D&G may be the most luxe brand in the hijab game but it certainly isn’t the first. Last summer, Japanese basics giant Uniqlo rolled out its own line of in-house hijabs. And it’s no wonder: According to Quartz, Muslim shoppers spent over $266 billion on clothing and footwear in 2013.

The price point for the new pieces is forthcoming, but we’ll pencil some (very) long-distance cross-border shopping into our schedule regardless.

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