• Maryam Isa-Haslett


Updated: Mar 30, 2020

Longer sleeves, higher necklines and looser fits are the clothing styles several women across cultural and religious backgrounds have opted to wear for years.

But what is it about modest fashion that makes it such a hit with consumers and creators alike?

Serving those who prefer modest fashion is also something luxury brands have tried out.

“What makes them modest is just a very subtle difference, so higher necklines, longer hemlines, longer sleeve lengths, looser cuts through the hips for pants, and skirts [with] opaque materials,”

While much of modest fashion is geared toward women of faith, it extends to those who prefer it for other reasons, as well — often as simple as comfort.

Many women who choose to dress modestly are doing so to reject “unrealistic beauty ideals,” and refusing to be controlled by brands and advertising that denote you have to show skin in order to be free.

“There’s another kind of liberation that women feel by covering their bodies, because they are rejecting what a patriarchal or hegemonic society is telling them [they] should look like.

There are several factors driving the growth of modest fashion. Among them is a growing and increasingly younger Muslim population. The religion has the youngest median age of any major religion in the world.

Other big contributors to the rise of modest fashion include social media and fashion bloggers.

Many modest fashion bloggers have been taking to YouTube, Instagram and Facebook to embrace and promote their style.

There is a “dark side” the modest fashion industry grapples with — the discrimination faced by those who choose to dress modestly.

Particularly, in some countries, they bans some public sector workers from wearing religious apparel such as hijabs, kippahs and turbans to work.

It is also highlighted that legislators need to step away from “legislating women’s bodies,” and women should be allowed to present themselves to the world as they please.

But the issue of what women can or cannot wear is one that has cropped up around the world.

“I think really what this is about is about choice — as it is with all other women’s bodies issues, like abortion,” “It’s really about women having agency and a choice.”

Religion isn’t the only reason women are opting to cover up. For some, it’s a personal preference, where modesty is empowering. With the #MeToo movement now ingrained in our culture, more women are dressing for themselves rather than the male gaze.

As demand for modest dressing grows globally, we are studying how fashion trends are influenced at western retailers, as well as what opportunities brands can tap into.

Check out the some of the latest Abaya and Hijab collections on our websites and platform at




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