Denim hijab draws positive feedback on Instagram

American Eagle Outfitters is the latest brand to embark on Muslim fashion, with the recent release of its denim hijab. In what the company describes as a positive step toward inclusivity, the clothing and accessories retailer posted a series of ads in Instagram featuring Muslim model Halima Aden, a Somalia native born in a refugee camp in Kenya, wearing the hijab. These drew favorable reactions on the social media platform.

The denim hijab comes in an indigo wash and goes for $19.95. It is available only on the company's website and instructs shoppers to "Wear it your way. Make it as original as you are."

American Eagle is not the first major brand to venture on Muslim fashion. Last March, sportswear giant Nike announced its plan to launch a line of performance hijabs for Muslim women athletes as part of the brand's spring 2018 collection. The move also comes as the International Basketball Federation (FIBA) has lifted the ban on head coverings being worn in actual games..

There is also an increasing belief among brands and retailers of the lucrative potential of Muslim fashion, with Islam being the world's fastest-growing religion. In the cosmetics segment, for example, halal beauty products has gained a large following in both Muslim and non-Muslim clients because of rising buyer preference for safe and cruelty-free goods.