However, this isn't the first time the festival has taken place. Singapore, Dubai, Monte Carlo, New York, London, and Paris have also hosted presentations. The 32nd IFF runway show will take place in Cannes. Dato'Raja Rezza Shah, a member of the royal family of Kelantan, a Malaysian state, established the IFF in 2006. He aims to transform it into a global event for the Muslim world by highlighting the richness of the Muslim world's customs and cultural heritage. The event also has a financial component. "In a study of the global Islam economy," according to the IFF, as quoted by Thomson Reuters and the Dinard Standard, "the fashion and accessories industry could hit 484 billion dollars by 2019." Political concerns also play a part. And if they aren't supposed to be the centre of attention. The IFF's mission is to foster an Islamic fashion vision "far from the myth of the burqa and the hijab," despite using "the charm of modesty" as a guide. It's about promoting "the expression and understanding of imagination such that its shows are the embodiment of Muslim fashion, flexible and eternal, of the most dynamic," according to the IFF.