Modesty or marketing?

Malaysia is a majority muslim country [60%], so the female form is frequently covered. So is this the reason for the wrapping or is it a cunning marketing ploy to emblazon details of the up-coming Dorothy Perkins re-opening in an eye-catching way?
I leave you, my blipmates, to decide....
Incidentally DP, Top-shop and Tesco are all represented here, as are Waitrose products in one of the supermarkets.