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The great British burkini boom.. and thanks to Nigella, it's not just muslim women buying them

Posted by on Feb. 10, 2013 at 3:23 PM
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1 mom liked this

The great British burkini boom ... and thanks to Nigella, it's not just Muslim women buying them

By HELEN NUGENT

When Nigella Lawson emerged out of the sea on Sydney's Bondi beach dressed in one two years ago, it was greeted with astonishment.

But now burkinis – swimwear originally designed for Islamic women to protect their modesty – are soaring in popularity among British non-Muslims.

Demand is particularly strong among women keen to cover up their curves or protect their skin against the sun.

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Burkinis are soaring in popularity among British non-Muslims

Burkinis are soaring in popularity among British non-Muslims

Burkinis are lightweight outfits made of Lycra and nylon that leave only the hands, feet and face showing. They were originally imported from Turkey and Morocco, but now London-based companies Modestly Active and Modestkini, which have been selling the swimsuits since 2007, are cashing in on the boom.

Ismail Sacranie, sales and marketing director at Modestly Active, said: 'The first few years were a hard struggle but, over the past two years sales have grown between 300 and 400 per cent.'

 

Modestly Active and Modestkini say between 15 and 20 per cent of their clients are non-Muslim.

Before the suits became available, women had to find other ways of covering up. Kausar Sacranie, chief executive of Modestly Active who designed Nigella's burkini, says  that years of family holidays spent wearing clingy leggings and T-shirts in the water prompted her to design an alternative.

She said: 'I wanted something different but I didn't want to look like a Teletubby on the beach. 

TV chef Nigella Lawson playing in the surf on Bondi Beach in Sydney, Australia in a full body burkini style swimming outfit

TV chef Nigella Lawson playing in the surf on Bondi Beach in Sydney, Australia in a full body burkini style swimming outfit

'I wanted something I was comfortable in and that made me look good. Later, I went on holiday to Dubai and I was swamped with  people asking me where I got it.'

She says Nigella's endorsement of the burkini on Bondi in April 2011 was a turning point for her firm.

'After Nigella wore my swimsuit, people became more comfortable with the idea. And a lot of people who are not Muslims wanted something without a hood.'

Umran Ashman, director of Modestkini, said: 'People come to  us for a variety of reasons.

'Some are allergic to the sun or are worried about cancer, others are overweight or have lost a lot of weight so their skin is sagging.'

Modestly Active has recently begun marketing triple XL suits, the equivalent of a size 24-26. British women are also buying burkinis from overseas. Californian firm Splashgear says that after the US, the UK and Canada are its two largest markets for burkinis.

 



Read more: http://www.dailymail.co.uk/news/article-2276313/The-great-British-burkini-boom---thanks-Nigella-just-Muslim-women-buying-them.html#ixzz2KcVdig5q 
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by on Feb. 10, 2013 at 3:23 PM
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Replies (1-10):
Whaaaaaa....O.o
by on Feb. 10, 2013 at 3:30 PM
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I'd wear one, but without the head cover. :) cover my rolls. Lol
wickedfiress
by Kellie on Feb. 10, 2013 at 3:33 PM
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I imagine it wears much like a wetsuit, which I find extremely uncomfortable and suffocating. It's not for me.

Woodbabe
by Woodie on Feb. 10, 2013 at 3:34 PM

First of all, seems like if you were so adverse to the sun, you wouldn't be out there to begin with.

But I think they're cool if they make you feel better, for whatever reason!


muslimahpj
by Ruby Member on Feb. 10, 2013 at 3:36 PM


Quoting wickedfiress:

I imagine it wears much like a wetsuit, which I find extremely uncomfortable and suffocating. It's not for me.

I think the fit is looser than a wetsuit. I dont know, havent wore one before. lol

wickedfiress
by Kellie on Feb. 10, 2013 at 3:40 PM


Quoting muslimahpj:


Quoting wickedfiress:

I imagine it wears much like a wetsuit, which I find extremely uncomfortable and suffocating. It's not for me.

I think the fit is looser than a wetsuit. I dont know, havent wore one before. lol

It's not so much the fit, but the feeling of the wet fabric on every inch of my skin, that bothers me.

It's amazing how people don't hold themselves to the standards they set for others.

Mommy_of_Riley
by Jes on Feb. 10, 2013 at 3:42 PM
I like the blue one :-)

And I burn in the sun after 3 seconds so I can understand wanting to wear one
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la-cosa-nostra
by on Feb. 10, 2013 at 3:45 PM
I think its cool for Muslim women but I wouldn't wear it.
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LauraKW
by "Dude!" on Feb. 10, 2013 at 3:50 PM
I have seen people in the water in full attire just to remain modest. Typically they have been Christian, not a large Muslim population in podunk Oklahoma. I can see these as a much more comfortable option. Wonder if they make something similar for men who would like to remain modest?
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sherry132
by Silver Member on Feb. 10, 2013 at 3:58 PM

I just showed it to my daughter, we both like it. Neither of us are big fans of showing skin at the pool. We are fairly modest. Besides, with my dad's skin cancer, it seems like the perfect solution to our desire to enjoy water and stay out of the sun AND keep covered. I love it!

LindaClement
by Thatwoman on Feb. 10, 2013 at 4:00 PM

This reminds me of an observation one of my kids made a long time ago, about the chubby girls wearing t-shirts over their bathing suits:

Wow, that makes their rolls REALLY stand out.

(nothing modest about this look.)

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