The model adjusts her clothing, stares at the camera with a hint of a smile, holds her head high and the photographer starts snapping.
But at this photoshoot on the Asian side of Istanbul, the models, impeccably made up, sport no body-hugging Western styles.
All wear headscarves and loose fitting outfits in a shoot for one of the industry's fast growing sectors -- modest but trendy Islamic fashion.
Istanbul is positioning itself to be a hub in this nascent industry, which according to the Dubai-based Islamic Fashion and Design Council could be worth almost $500 billion within decades.
Modanisa, a Turkish online Muslim clothing retailer, started small in 2011 and today is one of the biggest names in the market. It offers more than 30,000 products -- from casual tunics to shiny evening wear to sports gear, shoes and accessories -- from 300 brands and ships to 75 countries.
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