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?

Halal Trip rates flights, hotel and tour packages according to their level of ‘Halal friendliness’. It’s aimed at the growing Muslim tourism market, worth $126.1 billion globally and predicted to grow on an average of 4.79% year-on-year until 2020.

Each year, Muslims worldwide observe Ramadan. It's the month when brands spend the most on marketing to Muslims, hoping to attract customers breaking their fast in the evening. Having already launched an Arabic website and stores in the Middle East, DKNY introduced a Ramadan collection in July 2014.

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.