It may have been a long time coming, but it’s here—United States department store chain Macy’s is launching on its website next week (Feb. 15) a clothing line for Muslim shoppers.

The chain partnered with the boutique Verona Collection to sell a selection of dresses, separates and hijabs online, according to a post in The Business of Fashion website.

“The brand was developed by Lisa Vogl, a graduate of Macy’s minority- and women-owned business development program, which aims to offer more fashion diversity,” the post read.

This move to address the specific needs and requirements of Muslim shoppers was pioneered by Nike in March last year when it launched Nike Pro Hijab.

The garment—cut from the sports brand’s most breathable fabric—was designed to tackle performance problems associated with wearing a traditional hijab.

“Hijab” refers to the Muslim women’s general practice of covering their faces and bodies. It is also the most widely used head scarf.

A few months after the Nike launch, in June and July, Somali-American model Halima Aden appeared on the covers of Vogue Arabia and the US edition of Allure—wearing a hijab.

For the Vogue shoot, she wore black-and-white outfits and patterned head scarves while on the cover of Allure she wore Nike’s (partially hidden) hijab.

The outspoken model, who is the first Somali-American to compete and reach semifinalist status in the Miss Minnesota USA pageant, told Vogue about her goals.

“[I want to] send a message to Muslim women and young women everywhere that it’s okay to break stereotypes and be yourself. Always stay true to who you are—barriers can and will be broken!” she said.

With Macy’s new collection for Muslim women, it seems the industry is finally listening and taking action.