Muslim fashion is sometimes overlooked for consisting solely of plain, robe-like dresses and hijabs, but this is far from the truth. Muslim women have been styling up their scarves and accessorising their abayas for years, and now the fashion world is starting to realise the market potential.

Whether they’re competing at the Olympics or asserting the case for modesty in Playboy, a growing collective of Muslim fashionistas, feminists, eco-warriors and sisters in sport are challenging old rules. In the first of a two-part report, we examine how influencers are changing the face of Islam.

The halal lifestyle market has been steadily evolving, moving beyond its traditional remit of food and finance, and into the worlds of fashion, cosmetics, dating and intimacy. In the second of a two-part report, we look at how brands are navigating these sectors with Muslims in mind.

Britain is becoming less religious, with people ditching the faith they were born into and vacating church pews quicker than you can say the Lord’s Prayer. The latest census figures show that the number of Brits saying they have no religion has nearly doubled since 2011 to 48.5%.