A fashion brand in Kerala has given a twist to traditional clothing to cater to young, fashionable Muslim women.
Kozhikode-based Hoorulyn has introduced what it calls the ‘denim purdah’, claiming that this is the first time the fabric has been used for such a purpose.
“We launched the product in the market during Ramzaan. The response, especially in Kochi, is encouraging. We are looking at college-goers and young professionals. Even the Gulf does not have a denim purdah,” the company’s managing director Razool Gafoor said.
While the fabric weight of regular jeans is 11 ounces — denim weight is measured in ounce per square yard — this particular item is made from denim weighing 8 ounces.
“The denim purdah would boost the confidence of Muslim women. It would be a suitable dress for students and professionals. It would make them look cute,’’ said Girls Islamic Organisation of India state president P Ruksana.
But some, like professor M N Karassery, aren’t fans of the new invention. “The purdah has a mix of business, religious politics and religious fundamentalism behind it. Gulf influence and growing fundamentalism have contributed to the boom in purdah.”
Writer and doctor Khadija Mumtaz said: “The purdah is meant to cover the body from the eyes of others. When you make it fashionable, you attract more attention. There is a clear compartmentalisation of Muslim women by making them dress in purdah and making it more fashionable aims to win acceptance for this.”