DUBAI: British e-commerce giant ASOS is continuing to get closer to shoppers in the region — and the rest of the world — by embracing modest fashion in its offerings.
The e-tailer is set to launch a Ramadan edit, which is a curated space for all things modern modesty, loungewear, self-care, gifting and more.
ASOS has tapped Emirati-Palestinian fashion influencer Lana Hattab, Palestinian-Jordanian style icon Aya Barqawi and Lebanese fashionista Ranim Al-Rifai to serve head-to-toe looks that feature dreamy floor-length threads, opaque fabrics and long sleeves for layering.
The Instagram stars will also present Eid looks by ASOS to their followers.
In 2020, the e-commerce teamed up with US-Sudanese fashion influencer Shahd Batal on a similar style edit featuring modest wear for Ramadan and Eid.
Founded in 2000, the online platform sells thousands of brands, but takes its sources seriously.
“We have 168 suppliers who use 713 factories around the world,” it states on the website. “We’re serious about making sure every single person in that supply chain is safe at work, respected and earns a living wage. We set high ethical standards and support our suppliers to help them meet them.”
Meanwhile, it is one of the few sites in the region to supports a range of sizes and body types, stating: “Our audience is wonderfully unique. And we do everything we can to help you find your fit, offering our ASOS brands in more than 30 sizes.
“It’s super-important for us to promote a healthy body image — we’re not about conforming to any stereotypes — so we work with more than 200 models to represent our audience.”
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