The Modest Truth for Fashion
4 July 2018
Author: Jasmine Waters
The concept of ‘modest fashion’ is one we’re only just beginning to scratch the surface of. Pinterest searches in the UK have gone up by 500%, and social media has been quick to embrace the diversity of shape, faith and colour. But what does it really mean, and how can brands capitalise on its growing success?
Essentially, modest fashion means to have a sense of awareness when covering up, but the reality is that each and every woman has a different meaning of what this could be. This has allowed for brand ranges to be extremely expansive, with garments like mom jeans and polo tops becoming staples in a style conscious wardrobe.
Faith based or not, ‘covering up’ doesn’t mean looking boring or avoiding trends, but instead lots of room for interpretation – from classic wardrobe staples to a variety of colour and texture. As top tier brands like DKNY and Dolce & Gabbana get modest on the runway, the stage is set for the high street to follow in their footsteps.
Having said this, the style also helps to drive the global $254 billion Muslim market, with many Muslim specific lines having not been as fashion forward in the past. Lots of different cultural norms are often adhered to in the Muslim market, meaning brands can’t afford to forget flexibility for these fashionistas. As a market term, ‘modest fashion’ first came about in the mid 2000s, but is only now beginning to provide the products and content that are really wanted.
So why do they keep missing the mark with their modest collections? According to experts, many lack a true understanding of what makes a Muslim women tick. Consumers have said suitability can be tricky, whether that’s finding an outfit for the office, or even just dressing for comfort.
Anton Dell brand KASHKHA is leading this pack in the turn for change, offering affordable and stylish Muslim clothing for all ages. Established in 1995 with the aim of matching tradition with contemporary fashion, the brand allows women to make fashion forward choices without compromising their faith. Trendy hijabs, maxi dresses and kaftans all make up a versatile collection in an array of colours and textures that can be mixed and matched.
With the Muslim fashion spend in the UK alone expected to reach £226 billion by 2020, it’s time for more brands to seamlessly integrate into this industry, interpreting modern dress requirements in as many different ways as possible.