Nike pro hijab among ‘hottest fashion products of the year’

The garment was designed to inspire women and girls who face barriers in sport

Olivia Petter
Monday 13 May 2019 00:00 BST
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Nike's announcement that it would launch a Pro Hijab was a historic first for a major global sporting and fashion brand
Nike's announcement that it would launch a Pro Hijab was a historic first for a major global sporting and fashion brand (Nike)

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In 2017, the news that Nike would be launching a sporting hijab for Muslim women marked a watershed moment in the fashion industry. But would its cultural and social significance translate into sales?

Apparently it has, as the brand’s Pro Hijab has just been named one of the hottest fashion products in the world right now by global fashion search platform, Lyst.

The product ranks seventh in Lyst’s quarterly index behind a number of luxury high-fashion items, including Alexander McQueen’s oversized sole sneakers (first), Prada’s stud-embellished headband (second) and Jacqeumus’ Le Chiquito bag (third).

Morgane Le Caer of Lyst tells The Independent that although it may feel “reductive” to label a hijab a “hot fashion product”, given its religious significance, the fact that it has made its way onto the report means it is one of the most in-demand fashion items across the globe, which she describes as “exciting and important”.

“This is reflective of the many socio-cultural changes that have been impacting the fashion industry,” Le Caer adds. “There is a real need and ever growing demand for more inclusive fashion. A totally inclusive approach to representation in design and marketing is essential – for both customers and brands.”

Each year, Lyst compiles quarterly reports based on the shopping behaviours of more than five million people per month who are buying fashion online around the world from 12,000 designers and stores. The data takes into account brand growth, conversion rates and sales, social media mentions and internet searches over a three month period.

Also included in its list of hottest women’s product for this quarter is Gucci’s logo belt – as seen on celebrities including Kendall Jenner and Jennifer Aniston – Sandy Li’s shearling jacket and the Fendi baguette bag, which was a sought-after fashion staple in the 1990s and has since enjoyed a renaissance.

The Gucci logo belt has performed consistently well in Lyst’s index in previous years
The Gucci logo belt has performed consistently well in Lyst’s index in previous years (Lyst)

Following Nike’s Pro Hijab in eighth place is another staple Gucci item: the Italian label’s Ace sneakers that bear its signature red and green stripe.

The Fendi baguette bag is one of the Italian label’s most popular and recognisable items.
The Fendi baguette bag is one of the Italian label’s most popular and recognisable items. (Lyst)

This is followed by Proenza Schouler’s tie-dye turtleneck top, which the report states is part of an increasing interest in tie-dye, with the term being one of the fastest growing fashion search keywords this year.

The Lyst Index also uses its data to rank the hottest brands of the year so far, and it will come as no surprise to those in the know that cult streetwear label Off-White is this quarter’s frontrunner yet again, having earned the same title in October 2018.

Designer Virgil Abloh’s subversive and athleisure-inspired brand clearly has a hold on the industry, with celebrity fans including Bella Hadid, Kanye West and Hailey Bieber.

Earlier this year, Abloh joined forces with luxury online retailer MatchesFashion.com and Evian to launch a reusable water bottle. It swiftly prompted a waiting list of more than 4,000 people.

Bella Hadid pictured with Virgil Abloh backstage at the Off White show during Paris Fashion Week.
Bella Hadid pictured with Virgil Abloh backstage at the Off White show during Paris Fashion Week. (Rex Features)

In second place behind Off-White is Gucci, Balenciaga, Valentino, Fendi and Prada, all of which are Italian labels.

In seventh place is streetwear brand Stone Island. Versace, Vetements and Saint Laurent came in eighth, ninth and tenth place, respectively.

See the full report on Lyst here.

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