AEO’s hijab was available starting July 8 as an online only item for just under $20. It made headlines on social media and was sold out in just over a week.
The head covering, which was part of its Fall ’17 campaign, “received an overwhelmingly positive response,” according to Matthew Owens of SHADOW, the firm that represents American Eagle.
American Eagle’s fall ad featured Somali-American model Halima Aden wearing the hijab.
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“Handpicked for their ability to break stereotypes and credibility in their multi-hyphenated careers, the Fall 2017 campaign features a new cast of millennials from varied industries and backgrounds,” American Eagle said in a release announcing the campaign launch.
The company has yet to say whether they plan to re-stock the product online, or introduce it in their stores. The retailer has area locations in Danbury, Milford, Trumbull and Stamford.
A report by Retail Dive writes, “Many apparel retailers are looking to the Middle East for overseas growth, where in many areas a young and growing middle class includes fashion-forward women interested in head coverings that allow them to conform to their traditions with style.”
Nike is among the retailers working to add fashion-inclusive products. It recently announced plans to launch a Nike Pro hijab for Muslim women athletes in early 2018.
“The fact that Nike and American Eagle are getting into this category demonstrates how powerful a niche this could be,” the Retail Dive report said.
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