Arms and heads covered; tight trousers and skirts above the ankle a no-no. For many, this may not sound like a typical fashion glossy, and Ala – a new Turkish monthly for Muslim women who wear a veil – is not typical, but it is extremely successful.
The first issue of this so-called Vogue of the veiled hit the newsstands last summer, AFP reports. And it seems to have a market – after just a few months, it started selling just as many copies as Turkish Elle.
The mag was launched by two Turkish businessmen, both Muslims. Meaning “the most beautiful of the beautiful”, the name Ala is meant to show that the veil and Islamic traditions are “perfectly compatible with style and femininity,” AFP reports.
“We realized that there was a gap to be filled for conservative Muslim women in Turkey who have a different worldview,” one of the founders, Ibrahim Burak Birer said.
Targeting working Muslim women, Ala offers a much-in-demand mix of Islamic values and high fashion. These ladies respect the Islamic tradition, yet don’t mind sporting a Burberry trench or Chanel purse with 10-centimeter heels.
“Until now, most fashion magazines have offered a lifestyle centered on being sexy, being skinny and eating sushi. But not all women dress like those girls from Sex and the City,” Birer said.
Ala has already drawn around 30,000 subscribers since its launch.