Dubai: It's simply called women's conservative swimwear - a line of fashion clothing that, as industry players put it, is all about giving women a choice.
Video: The woman behind the 'burkini'
Given the Middle East's largely conservative background, it may be understandable that fashionable swimwear has not been commonly associated with the region's women, even in a popular beachfront destination such as the Gulf. This may also explain why designers of modest clothing apparel have not been as aggressive in promoting such products compared with the more liberal designs.
But as fashionable, conservative attire continues to evolve, designers catering to this niche segment discover that more women are now embracing this type of clothing.
"I'm very confident," says Dubai-based fashion designer Jenny Rose Nicholson, describing the prospects of her "MyCozzie" line of swimwear, which is inspired by the cultural sensitivities of the region.
"It has already picked up within the retail industry and we're stocking very large retail outlets," she said.
Farhana Farooq, creative director of Farashati, a retailer of conservative clothing, agrees.
"I have always been aware of women who experience a dilemma between fashion and values. I personally feel this dilemma is market-induced since fashion houses tend to concentrate only on liberal styles," she says.
"Currently, the only option conservative women have is to layer their clothes - which isn't just uncomfortable but also offers them minimal fashion options - even if they are ready to pay the price for it.
The gap we're discussing has always existed in the market - whether in the Middle East or otherwise. Farashati has been created to give these women the option of choice," Farooq adds.
The Middle East has been a particularly key growth area for the industry, with the region's immense potential market of Muslim women and a growing retail industry.
Nicholson's foray into the modesty swimwear segment started four years ago when a Saudi princess commissioned her to create a swimsuit that would preserve her modesty and was suitable for her to exercise while she was pregnant. The positive response of the Saudi princess to Nicholson's three-piece Lycra and polyester bodysuit convinced the business-minded mother of the huge potential of the product.
"We just decided to expand the range to offer it to everybody. Our main idea was to offer our customers the choice of being able to cover fully, three-quarters or even short-sleeves - it's about giving women a choice," Nicholson said. "Now we have a huge following and we are bringing more and more items into the market."
Fashion and modesty, however, are not the only key selling points of modest swimming apparel, notes Nicholson.
"We offer 90 per cent UV protection," she says. "It's the highest available in the market." Nicholson's collection also offers chlorine resistance and a rapid dry feature, which allows the swimwear to dry within 10 minutes after coming out of the water.
The increased interest and the boost in market demand in conservative swimming apparel within the Middle East, especially in the Gulf region, and all over the world may have also been influenced by a recent incident in France, where Nicholson's conservative swimwear took the spotlight.
A 35-year-old mother named Carole was thrown out of a public swimming pool in France for wearing MyCozzie swimwear, which she had bought in Dubai earlier this year.
The costume was labelled as "unhygienic" by French authorities, who banned its use at public swimming pools. "First of all, my swimwear is not unhygienic. My swimwear is made out of the exact fabrication as anyone else's swimsuit. So I have no idea where they based that decision," said Nicholson.
Your comments
Thank you for this great idea. Where can Iget the Burkini in Saudi Arabia and in Dubai.
May
Riyadh,KSA
Posted: September 01, 2009, 14:59
Woww!! Something that I was looking for!!!
Soha
Dubai,UAE
Posted: September 01, 2009, 14:52
Talking of Burkinis in Europe -
Can report that I read in a newspaper that Burkinis are being allowed in the municipal swimming pools of the capital of Norway - Oslo. I think this is excellent. Just back from Tunisia, the Burkinis is being widely used in that country.
Monica S.
Gothenburg,Sweden
Posted: September 01, 2009, 14:22
