SCRIPT Rezeda Suleyman People wrote me asking - can I come into your shop if I’m not Muslim? Clothes that cover your body are a standard for any woman, not only Muslim. NATALIA NARMIN ICHAEVA, Wandi muslim fashion pr Scene with the selfie stick - Anyone who’s not busy, come join us! WE MAKE MUSLIMS the TRENDSETTERS Ildar Hazrat Alyautdinov, Imam, Moscow Cathedral mosque YOU’re not afraid to SAY I’ MUSLIM anymore. There used to be time when people would be ashamed TO SAY IT TITLE - Muslim Imagemakers, Made in Moscow Scene at the mosque TITLE CARD: An estimated 16 percent of Moscow’s population are Muslim. NATPOP It’s a blessed day today, it’s Friday. Ildar Hazrat Alyautdinov, Imam, Moscow Cathedral mosque About 2 millions of Muslims live in Moscow. They say that in a few decades Muslims will make UP 25 percent of Russia’s population, because Muslims’ birthrate is high. Text card: In recent decades, Islam in Russia has often been associated with terrorist attacks and insurgency in the North Caucasus. Ildar Hazrat Alyautdinov, Imam, Moscow Cathedral mosque You can clearly feel Anti-Islamic sentiment is taking a back seat; Ukraine may be a possible Rezeda praying People always need to envision an enemy. “IT USED TO BE MUSLIMS. Now, the situation in Ukraine has created a new enemy. I noticed Muslims moved out of the spotlight. WE CAN USE [this time] TO MAKE OUR LIFE IN MOSCOW BETTER. Scene - “I chose [this fabric because it’s not] see-through. Dmitri Oparin, anthropologist, professor assistant, Moscow State University It’s time for Muslims to redefine their image, to establish new relations with with society. COVER HIS EYES MOVING NATALIA NARMIN ICHAEVA, wandi muslim fashion PR “Let’s post the beauty shot” I’m 29 and have been promoting the Muslim lifestyle in Russia for three years. TITLE CARD Mrs. Ichaeva’s company promotes 40 Muslim fashion and lifestyle brands in Russia. NATALIA NARMIN ICHAEVA, wandi muslim fashion PR We offer unconventional MARKETING, because Muslim brands need a special approach. TITLE CARD Suleyman hired t he company to broaden her brand’s appeal. It suggested removing one model’s hijab in her advertisement. Music break TITLE CARD Rezeda Suleyman, It was a difficult decision. Theoretically, it’s forbidden to show women without headscarves or with a neck uncovered. NAT - photo with women in the first photoshoot without a hijab NATALIA NARMIN ICHAEVA, wandi muslim fashion pr We were saying now that [this brand] is no t only for covered women. Rezeda Suleyman With this change I wanted to urge non-Muslims to take care of their body, keep it away from strangers’ eyes and dress modestly. NAT sound NAT - vendor to the Slavic customer “It fits your shoulders so well!” Rezeda Suleyman WE INVITE SECULAR socialites AND CELEBRITIES to our events because they are role models for a certain audience. THEY HELP US BREAK STEREOTYPES AND CREATE A POSITIVE IMAGE OF MUSLIM WOMEN Nina Kurpyakova, actress I was offered to wear a very beautiful dress to the red carpet. Of course I’ will wear it. AND IT DOESN’T MATTER WHAT religion the designer is. It’s business. Natalia Narmin Ichaeva Often a GIRL BUYS A FEW DRESSES AT OUR events first, then she ASKS WHAT KORAN translation SHE SHOULD read. IT’S amazing THAT A DRESS WAS THE REASON FOR IT. NAT - saying goodbye to the actress - - I’m leaving. - Thank you, have a good evening! Keep in touch. - Bye! - Bye-bye sweetheart! Ichaeva Of course, it’s difficult to merge Muslim lifestyle with the one people are used to. Title card Despite efforts to redefine the role of Islam, some admit integrating it into the mainstream still faces many challenges. Muhammad Adli (Andrei Kotikov), Muslim convert, ethnic Russian: No one on the subway fights with me. I can pray. But Moscow lacks MOSQUES. A HAND HAS MORE FINGERS THAN MOSCOW HAS MOSQUES. They say there is no land [to build more], BUT THEY FIND LANDS FOR SHOPPING MALLS. Ildar Hazrat Alyautdinov, Imam, Moscow Cathedral mosque One reason why mosques don’t get built is public opinion, unfortunately. When we get land, activists stand out and protest any mosque construction. NAT - camera shutter clicks - photos from 2013 protest in Moscow Russia [officially] is a secular state, but most people here are [Christian] Orthodox. As Moscow’s mufti I often encourage [Muslims] to be active and I blame diminished place in the society to their lack of activism. Scene with the church/Sunday Up Market: Hello - How can I help? Can I get one too? Medinat Khalukhaeva, Tourism manager in Chechen republic: WE’RE TAKING PART IN HALAL EXPO REPRESENTING THE TOURISM IN CHECHEN REPUBLIC We’re becoming more outgoing. TITLE CARD Following wars in Chechnya, the Chechens became one of the most stigmatized Muslims. Some say religious discrimination in Russia is not as strong as ethnic xenophobia. Medinat Khalukhaeva, Tourism manager in Chechen republic: SOME TOURISTS ARE SCARED THAT IT’S DANGEROUS TO BE IN OUR REPUBLIC. Natpop- Chechen republic worker giving out brochures - This is about religious places to visit. - Sure. Thank you. - We are a tour company. Medinat Khalukhaeva, Tourism manager in Chechen republic: While Muslims are out of the media spotlight, we need to continue to project a positive image to be treated with dignity, as people who deserve it. Zulfiya Raupova NAT - MUSIC AS TATARS WE are definitely IN A BETTER PLACE, [COMPARED TO OTHER ETHNICITIES] TITLE CARD: Tatars are Russia’s biggest Muslim group and the second largest ethnicity. NAT - Zulfiya at the kindergarten How are you? What have you been doing in the kindergarten? Is everything good? Zulfiya Raupova NAT - say goodbye to your cla-ssmates. Zulfiya Raupova Tatars have been living in Russia for centuries, so they fit in the [local] culture. NAT - Dad gets the biggest slice Rustem Kudoyarov Islam that we, Tatars, practice is very moderate NAT- Music Raupova is bringing her traditional music to the mainstream. NAT- Music Zulfiya Raupova My audience is growing Any [music with] ethnic influence ignites interest. I used to see mostly Tatars in my concert audience, but now I see different ethnicities. NAT And now you will hear the music by an emerging composer from [Tatarstan’s capital], Zulfiya Raupova. I feel a huge responsibility to break stereotypes about Muslims with my music and attitude. Our religion is larger than people think it is. You can only understand it by diving in. NATPOP - applause REZEDA Rezeda Suleyman, fashion designer Natpop - Rezeda and the sewing facility manager: - Would you like me to take care of her for some time? - Yes, thank you.= I started to wear headscarves at 19. Nowadays it’s easier to go out covered. Because when terrorist attacks were happening, I walked in the subway and some would rush to a different car in fear. Now it doesn’t happen. Everything is pretty calm. Natalia Ichaeva TITLE card Raised as a Christian from Belarus, Ichaeva converted to Islam two years ago. I’m ethnically Slavic and it helps me to build bridges in my work and for myself. NATPOP - Natalia talking to the actress in the dress Wow, it fits you s well. This band collar look very good on you. Natalia Ichaeva People are more open to me [as Slavic ] when I offer a different view of Muslims. -Imam society has formed A VERY NEGATIVE IMAGE OF ISLAM, AND perhaps more TIME has TO PASS FOR THIS ATTITUDE TO go AWAY” Nat in the car - Natalia - See you later. Peace be upon you Dmitri Oparin, anthropologist, MSU It’s not a religious question; it’s a social problem. Russia is a multi-ethnic country. We have always lived together, Most problems can be provoked only by administration, the power, and media Fayza Jha, organizing committee, Moscow Halal Expo We’re not different if we wear a hijab and if we pray 5 times a day... and whatever propaganda is, people see with their own eyes We live the same life. Natalia Ichaeva It would be strange to deny that The MOST IMPORTANT goal for me as Muslim and for my business partners is to get anyone into understanding and adopting Islam. We don’t —impose; WE LEAVE A CHOICE TO EVERYone. ” Music - Instagram stand with abaya