How did Modest fashion become mainstream?

7. November 2018

Photo: Shutterstock

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Modest fashion, that used to be a specialised fashion for mainly Orthodox Jews and Christians, and Muslim consumers, has become mainstream. In fact, many luxury fashion houses are already catering to this growing market that generates more than 44 billion in annual sales!

Erdem, Gucci, Oscar de la Renta, Max Mara, Dolce & Gabbana, Jacquemus, and Prada are among the luxury brands that have spotted this niche.  Modest fashion is now also a trend for young 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. 

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.

Modest fashion isn’t exactly a new trend. Women have been dressing modestly since the beginning of times. What happens now is that with Instagram and Facebook, the world has become smaller. And 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 2.4 million followers!  

Is the #metoo movement also responsible for this growing trend?

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




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