When Ruba Zai uploaded her first video online, the Netherlands-based Afghan student just wanted to share with other Muslim girls and women how she styled her headscarf. She had no idea that her "hijab tutorials" would be an internet hit, watched by hundreds of thousands worldwide.
The 23-year-old now blogs full time, sharing ideas for how to look trendy yet covered-up with a million Instagram followers. Zai had tapped into a fast-growing market for so-called "modest fashion," fuelled by young, style-savvy Muslim women from London to Malaysia who have long felt their needs ignored by mainstream designers.
"I just couldn't relate at all to the clothes you see in the mainstream brands," she said from her home in Rotterdam. "When we first started talking about our style on social media, there was no interest in the fashion world in this group of people: 'They're just Muslims, why should we target them?'"