The hijab - one of the most visible signs of Islamic culture - is going mainstream with advertisers, media giants and fashion firms promoting images of the traditional headscarf in ever more ways.
Last week, Apple previewed 12 new emoji characters to be launched later this year, one of a woman wearing a hijab.
Major fashion brands from American Eagle to Nike are creating hijabs, while hijab-wearing models have started gracing Western catwalks and the covers of top fashion magazines.
Many Muslim women cover their heads in public with the hijab as a sign of modesty, although some critics see it as a sign of female oppression. But there is one thing most can agree on: when it comes to the hijab, there is money to be made.