Net-A-Porter tappeds a Kuwaiti blogger to take part in its modest-friendly new campaign.

First Nike debuted a sports-friendly hijab, and now another huge brand is targeting the Middle Eastern customer with its newest launch.

Global online retailer Net-A-Porter has just released its new Spring/Summer 2017 campaign, its first dedicated to this region.

The luxury e-tailer brought in Kuwaiti blogger Ascia Al-Faraj for the project, who modelled a variety of modest looks during a London-based shoot.

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The style icon – who has a whopping 2 million Instagram followers – created her own favourite looks based on four seasonal trends.

Al-Faraj has also put together four videos jam-packed with her styling tips for the site, and all her top pieces can be shopped from a dedicated section.

net a porter

“Creating this kind of recognition on an international scale is going to create a huge, positive impact and I’m honoured to be part of this campaign,” said Al-Faraj on the month-long project.

Net-A-Porter joins a growing list of retailers targeting the Middle East with modest fashion, with Muslim shoppers currently spending an estimated US$230 billion a year on clothes.

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New online retailers such as Ounass and The Modist offer curated collections from iconic designers, and all with quick regional shipping, while brands such as Dolce & Gabbana have branched into creating high-end hijabs and abayas. 

Alison Loehnis, president of Net-A-Porter, acknowledged the growing demand for Middle East-focused fashion while announcing the site’s new campaign.

My face as I wait for something HUGE to drop today @netaporter #asciaxnetaporter

A post shared by Ascia AKF (@ascia_akf) on

“With such exciting growth in the market, it is the perfect time for us to present this dedicated campaign,” she said.

We can’t wait to see what other retailers have up their sleeves in the coming months…

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Images: Supplied