The Rise of Modest Fashion 

Modest fashion, or modest fashion, is often associated with hijabs, abayas, and other attributes of the Arab wardrobe, which can seem uninspiring to a secular fashionista. However, times are changing, and now this trend is considered one of the fastest-growing and most relevant in the fashion world. Let’s explore how this movement is shaping the industry and why it demands attention.

What Defines Modest Fashion? 

In short, modest fashion refers to clothing that conceals the body and avoids highlighting its features. But why are famous designers increasingly catering to those who prefer limited choices in revealing clothing? And why are no major fashion shows complete without addressing this growing consumer base? Let’s dive into these questions.

Religious and Cultural Roots 

Modest fashion is deeply rooted in the religious beliefs of various faiths, dictating what is considered appropriate for women to wear. This isn’t limited to Muslim women—followers of Judaism and Christianity also cover their hair and wear modest attire to uphold tradition. However, this trend is now transcending the boundaries of conservative cultures.

A Broader Appeal Since 2016 

In 2016, the fashion world began discussing modest fashion on a broader scale. It’s no longer just for religious women but also resonates with those supporting feminism and the #MeToo movement. Women seeking to challenge the "male gaze" concept often embrace modest fashion, avoiding revealing clothing. This evolution has given modest fashion a powerful social context.

Influencers and Designers Driving the Trend 

Today, modest fashion’s popularity is fueled by millions of Instagram influencers (though the platform is restricted in certain regions) and major fashion houses that celebrate modest aesthetics. According to British analytics firm Edited, interest in modest fashion has grown by 15% outside the UAE since 2017. Recent shows by brands like Gucci, Dior, Iceberg, and Jil Sander suggest this growth is only beginning.

A Growing Market 

Designers focusing on long sleeves and midi skirts have attracted a new, affluent audience. The report “On the State of the Global Islamic Economy” estimates that by 2021, Muslim women alone spent $368 billion on modest wardrobe items. Even brands like Gucci have subtly embraced modest fashion in their latest collections.

Expanding Opportunities for Designers and Retailers 

Both mass-market retailers and high-end designers are tapping into the market’s potential. From lines designed for Muslim athletes to limited collections for Ramadan, the industry is diversifying. Advertising campaigns featuring women in hijabs have also sparked widespread conversation.

Breaking Stereotypes in Modest Fashion 

Modern modest fashion isn’t limited to burqas or maxi dresses. Turbans, godet skirts, layered outfits, bright colors, turtlenecks, tunics, jackets, and even jeans all seamlessly fit into a modest wardrobe. Accessories like bold eyeglass frames, colorful bags, and unique shoes add personality. Styling modest clothing requires creativity and ingenuity, making it a playground for fashion experimentation.

Influential Figures in Modest Fashion 

Arab bloggers like Dubai-based Anum Bashir, author of the blog Desert Mannequin, Amsterdam’s Khaula Boumechouli, Palestinian-Puerto Rican American Maria Alia, and Russian-Algerian vlogger Nabiila Bi—whose videos on modest fashion have over 16 million views—are just a few examples of the trend’s champions.

Businesswomen Leading the Way 

Among the proponents of this trend are successful businesswomen, who are not only embracing modest fashion but also shaping its future.