The UAE has a highly diverse population across its seven Emirates, but there's still a strong sense of pride in a shared national identity. To appeal to its well-travelled citizens, brands are proving their commitment with tailored products, events and social engagement.

From the fashionable Mipsterz to the ‘Happy Muslims’, the latest cultural movements in the Islamic world have been well documented across social media. With a global population of approximately 1.57 billion, what are the implications for brands trying to reach modern Muslims?

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.

Every year in the weeks leading up to the holy month of Ramadan, London’s high-end department stores and boutiques fill up with Middle Eastern tourists looking to do some upscale shopping before a month of restraint, a practice dubbed ‘Ramadan Rush’ or ‘Harrods Hajj.’