Macy's is the latest mass retail company to introduce merchandise that caters to Muslim consumers. The department store chain announced on Thursday that it's teaming up with Verona Collection, a modest clothing brand cofounded by Lisa Vogl and Alaa Ammuss, to stock a selection of dresses, pants, cardigans, tops, and hijabs, according to The Huffington Post.
The partnership stemmed from the retailer's The Workshop at Macy’s initiative, which aims to foster and support minority- and women-owned businesses into potential future retail partners. (Verona Collection participated in the program.) "Verona Collection is more than a clothing brand," the modest fashion line's cofounder said in a press release. "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."
Starting on February 15, shoppers will be able to shop an edit of Verona Collection's ready-to-wear piece—including abayas and headscarves—online, on Macy's website. Prices are expected to range from $12.95 to $84.95.
"Through The Workshop at Macy’s, Lisa shared her vision to create a collection that speaks to a community of women looking for a solution to their fashion needs,” Cassandra Jones, senior vice president of Macy’s Fashion, added. “Verona Collection offers a unique and understated elegance through everyday essentials designed for versatility and comfort, and through our partnership, we can better serve our customer looking for modest fashion."
Macy's joins Dolce & Gabbana, American Eagle Outfitters, Nike, and a handful of other brands in expanding its offerings to speak to the Muslim shopper, either through limited-edition collections or permanent product additions—and in wanting to tap into a sizable market that for years had been neglected by mainstream fashion. What's unique (and commendable) about Macy's efforts is that it's being done in partnership with an independent, Muslim-owned company. Hopefully, we see more of this in 2018.