The swimwear available in the market were either not targeted for the Muslim women as they led to show of skin or were unpractical for swimming. To aptly describe how uncomfortable the swimwear designed for Muslimahs was I shall quote Aheda Zanetti who wrote to the National Geographic News stating “As an active Muslim girl, I found it difficult to participate in most sports, because of all the excess clothes we were wearing. And the veil very unpractical when playing sports”.
For a market that was not targeted by big market share holders like Nike, a scattering of small companies took the initiative of designing something fruitful for Muslimahs. People like Zanetti, Oliver Momeni and Hasema saw a great potential and design need in the market of swimwear for Muslimahs. Zanetti, is the owner of Ahiida, an Australian company that designs women’s sportswear. Oliver Momeni started his venture of Bodykini in 2007, based in Spain and Hasema a Turkish company started designing a line of swimwear for men, women and kids. Among all these products the most admired and reviewed is “Bodykini”.
Surely, Oliver had the support and opinions of his Iranian family members and experience of over 20 years in the family textile business. Before designing the final “Bodykini” product, Oliver conducted a lot of market research and held talks with many Muslim women. In the course of his time, he learned the important attributes targeted while designing the swimsuit. He designed Bodykini which is a complete blend of a swimsuit that looks great, designed for modest comfort, adheres to Islam’s tradition and most importantly lets women swim without any fear.
The innovative product does so by removing all the excess fabric that previous swimwear provided like the veil, pants and skirts. Oliver incorporated every thing into 2 main piece of clothing: a shirt with a hijood that serves as a close-fitting headpiece, which firmly lays on the head without slipping and a pant. The fabric used is a high quality water-repellent fabric that is not only highly Chlorine resistant but also provides protection from ultraviolet rays. The advantage of using a Polyester material is that it has low water absorbency, dries fast and ensures complete stretch in all directions leading to comfortable swimming or aqua-sport.
The Bodykini comes in two colors to choose from and two unique features. The first feature is the two elastic bands that are attached at the inside of the pants that get buttoned to the inside of the suit, which prevent the suit from floating in case the swimmer performs a feet first dive. The second feature is the small pocket with a zipper in the pants; ideal for keeping small items like keys or money.
So now, with products like Bodykini, both problems namely: meeting the Islamic traditional requirements and creating a comfortable swimming garment for women, are solved. Bodykini is available online at bodykini.com. Along with this Bodykini has been launched in the Middle East and is available in Dubai at Al Boom Marine retail stores or at the Dubai Ladies Club.
Now, Islamic women can remain more active and enjoy the aqua sports with the power of Bodykini. The Bodykini modest swimwear is becoming popular among not just the Muslim population but also among all those women who love to cover their bodies and prevent the tans while enjoying the relaxing water.
Having said all this, Oliver Momeni is not just being thanked by all Muslim women for introducing such a wonderful product in the market but the big players are looking forward to promote products like Bodykini which is showing a very good grip on the swimwear market. Taylor, of Azizah Magazine, says that
“In another 15 years there’s going to be a sizable Muslim consumer market and lots of demand”. I think we’re where the Hispanic market was 20 years ago, and today the Hispanic market is a big consumer market.” Further more, Arun Jain, a marketing professor at the University of Buffalo in New York State, agrees and states that given the growth potential of the Muslim community in the United States, major sportswear manufacturers could be missing out on an opportunity to break into an emerging market. Moreover, more than just the Muslim women the modern world women comprising of Christian, Jews and others don’t feel the need to show off their bodies and strive to be modest.