Whether they’re competing at the Olympics or asserting the case for modesty inPlayboy, a growing collective of Muslim fashionistas, feminists, eco-warriors and sisters in sport are challenging old rules. In the first of a two-part report, we examine how influencers are changing the face of Islam.

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?

Asiya is a clothing brand that makes sports hijabs for active Muslim women who might normally be restricted by traditional religious garb. As the clothing industry makes space for minority shoppers, brands are filling in the gaps left by a mainstream-oriented market.

Indian beauty ideals are changing – and gym culture is evolving as a result. International sportswear leaders and local ventures are battling to secure a chunk of the country’s athleisure sector, which is growing in tandem with female empowerment and health awareness.