How did Modest fashion become mainstream? Decode the trend.

7. November 2018

Modest fashion used to be a specialised fashion for mainly Orthodox Jews, Orthodox Christians, and Muslim consumers. So isn’t exactly a new trend. Women have been dressing modestly since the beginning of times.

What it means to dress modestly?

The idea behind modest fashion is wearing less skin-revealing clothes to fulfil spiritual and moral standards. Although there is no list of clothes you can and cannot wear, all agree that modest means loose clothing instead of body-shaping outfits. A religion woman will choose a maxi dress, revealing just a little of her ankle over a mini skirt, for instance. Unnecessary to mention, that long sleeves and no-cleavages are a must in this trend.
Conservative clothes are not only a way to cover the body’s women and deny any demonstration of sexuality. It has a spiritual component to help you put your own vanity and ego aside.
Having said that, why Modest Fashion became a mainstream trend?

Everybody wants to wear modest dresses

Haute Couture was the first fashion segment to discover the Modest consumer. Chanel, Valentino among others has a lot of their couture clients in the middle east. It means Muslims women.

Because of the growing presence of women who follow this dress code in social media, the fashion industry has realised how strong this market is. Ascia, for example, is an American-Kuwaiti Instagrammer whose account has 2.7 million followers.  

Starting offering Modest clothes, the market automatically created a trend among women who like the aesthetic of the ankle-long dresses, the high neckline and the loose-shaped clothes that give them more comfort and freedom. 

According to Wikipedia, in 2017 this market generated 250 billion Dolar in annual sales.

Where to buy Modest fashion?

The giant e-shop Net-a-Porter has in its menu a “Modest” category, and there are several e-commerce sites specialised for the modestly-dressed women.

The Modist, for example, curates around 180 brands that offer beautiful clothes for women of all religions, ages and sizes. The Algerian financier behind the site, Ghizlan Guenez, says that “Our woman is bold in her fashion choices and we love that because it smashes all stereotypes around modesty and it being dull and boring.” One of their best-selling brands is, by the way, the avant-garde designer Haider Ackermann.

Erdem, Gucci, Oscar de la Renta, Max Mara, Dolce & Gabbana, Jacquemus, and Prada are among the luxury brands that have spotted this niche.  

Here is a sharp selection of the best modest fashion pieces for you.

Photo: Shutterstock

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