The event, created by brand Haute Elan, ran for the first time this year in order to showcase clothes from forty different designers that “comply with Muslim values”.
The Muslim-friendly show not only put the hijab on the catwalk (and in the FROW) but also featured a range of fashionable outfits that “do not attract the attention of the opposite sex.”
Event organizer Romanna Bint-Abubaker, told Sky News: “The fastest growing global consumer is at the moment the Muslim market.
“One in three people by 2030 will be a Muslin in the world –that’s a huge population.”
Unlike LFW, this event was targeting consumers and encouraged women to come along and meet world-renowned blogger and YouTube queen Dina Tokio.
Julian Kynaston, Illamasqua founder, said: “We’re realistic. We know we can’t stop anyone buying our products. But we also know that no matter how hard some people work to make themselves beautiful on the outside, makeup can never hide the ugliness inside. So please, if you don’t agree with the above. Don’t buy us.”