What is the modest fashion that is gaining momentum around the world

Modest fashion, or modest fashion, is often associated with hijabs, abayas and other attributes of the Arab wardrobe, which can make a secular fashionista bored. However, times are changing, and now this direction is considered to be one of the fastest growing and current trends. We tell you how this will affect fashion and why in 2019 it is impossible to ignore this trend.

In short, modest fashion is clothes that hide the naked body and features of the figure. However, why should eminent designers fight for those who deliberately limit themselves in the choice of clothes, and why almost no fashion show today can do without taking into account these consumers, we are telling right now.

Modest fashion is inextricably linked with the religious ideas of different denominations about what a decent woman can afford to show. And it's not just about Muslim women - followers of Muslim and Christianity, following the traditions, also cover their hair and hide their figure. However, today this trend goes far beyond conservative countries.

So in 2016, the fashion world started talking about modest fashion in a broader sense. Now it is the choice not only of religious women, but also of those who support feminism and the #MeToo movement. Girls seeking to eradicate the concept of male gaze dress in modest fashion, avoiding an open body. So modest fashion got a social connotation.

Today, the popularity of modest fashion is provided by millionaire influencers on Instagram and fashion houses that share the aesthetics of modesty. The style is gaining momentum every year and, according to reporter analytics company Edited, interest in it outside the UAE has grown by 15% since 2017. And judging by the latest shows.

In addition, designers who create long sleeves and midi skirts have acquired a new, solvent audience. According to the State of the World Islamic Economy report, by 2021 Muslim women alone will spend $368 billion on "modest" wardrobe items. 

Even the last Gucci show, without directly stating it, showed several classic options in line with the modest fashion philosophy.

Both the mass market and designers are taking advantage of the market potential of a niche: Nike has already launched a Pro Hijab line for Muslim athletes, DKNY, Tommy Hilfiger, Zara and Black Camels presented limited collections especially for Ramadan. Uniqlo created a line of hijabs with Japanese-British influencer Hana Tajima, while H&M and Gloria Jeans included girls in hijabs in their ad campaigns, causing a wide public outcry.

Adherents of modest fashion are no longer limited to veils and maxi lengths: turbans, godet skirts, multi-layered outfits, dresses of various styles and bright colors, as well as turtlenecks, tunics, jackets, gauze trousers and even jeans - all this easily fits in the wardrobe of the “modest woman”. Accessories can be noted as a separate item - women boldly experiment both with unusual eyeglass frames and with bright bags and shoes. Playing with modest wardrobe items is perhaps even more interesting than with revealing tops and dresses - the style requires creativity and a certain amount of ingenuity.