Modest Fashion Has Never Been More Popular & Covering Up Has Never Been More On-Trend


Individuality is considerably more essential nowadays, and social media has become a major venue for people to express their uniqueness. For a big number of Muslims in the Millennial and Y generation, the previous hijab attire style is obsolete and uninspiring.

Modest clothing can be interpreted in a variety of ways. This phrase is used in the broadest meaning to describe a type of clothing that conceals rather than reveals body lines. In other words, modest fashion or modest dressing refers to a female fashion trend of wearing less skin-revealing clothing, particularly in a way that fits their spiritual and aesthetic needs for reasons of faith, religion, or personal taste.

Headscarves, hijabs, conservatively tailored pants, tunics, jackets, and dresses are examples of this type of attire.

It might be for religious or cultural reasons, or for a more modest and attractive look, that ladies like conservative attire and follow this pattern.

How did it become so well-known?

The emergence of modest fashion has evolved, owing to conservative women's increased need for more exquisite clothing alternatives.

An increasing number of Muslim fashion designers and social media celebrities have opted to fill the void in the industry by luring customers and establishing online storefronts. Maria Alia, Habiba da Silva, and Dian Pelangi are just a few of the modest fashion pioneers on Instagram.

Numerous mainstream fashion businesses have endeavored to make designs to fulfill the wishes and needs of conservative fashion customers over the years, in addition to Muslim fashion designers who have hosted fashion shows in many European nations, the United States, and Middle Eastern countries.

DKNY debuted its Ramadan collection in 2014, which was created by selecting pieces from its own collection that are suited for conservative attire, while H&M debuted Mariah Idrissi as its first hijab model in 2015. In their social media, print, and video campaigns in 2018, the American apparel store GAP featured a Muslim model wearing her hijab. In addition, Nike unveiled the pro women's hijab, the company's first sports hijab.

H&M's 2015 Fashion Collection

Even a Fashion Week dedicated to modest fashion exists. The inaugural Modest Fashion Festival was held in London in 2017, and included a variety of luxury and modern modest fashion designers, demonstrating that everyone can be respected regardless of their religious or cultural identity.

H&M launched the LTD Collection, a modest apparel line, in 2018 to appeal to a worldwide audience.

London Modest Fashion Week

Other popular companies, including Dolce & Gabbana and Tommy Hilfiger, have released Ramadan capsule collections to appeal to Muslim customers in the Middle East.

Pernilla Wohlfahrt, H&M's design manager, stated the company adapts to client demand, adding, "Today, H&M is engaged in sixty-nine different markets, and we aim to be unique and inclusive in all of them." We aim to provide something for everyone."

ASOS, an online retailer, just launched its "Verona" modest fashion collection, which is now available in Macy's shops across the United States.

The Modest Fashion's Future

The future of modest fashion is bright, as the number of well-known firms and high-profile events promoting modest fashion grows. If marketers want to capitalize on this trend, they must first recognize that wearing the hijab and dressing in this way implies a commitment to a modest, devout lifestyle.

Famous businesses that wish to cater to the needs and desires of an underserved segment of the global market should be aware of their target consumers' religious and cultural beliefs. Brands will make a huge mistake if they choose the culturally insensitive road to gain market share.

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