When Dewi Dahlia Rani Ismail Hadi, 26, began wearing the hijab four years ago, she was determined to maintain her sense of style. Shifting away from traditional jubahs (long, loose Arabic robes), she opted for a wardrobe that featured long-sleeved blouses and full-length skirts, blending modesty with contemporary fashion.
Dewi Dahlia, a young homemaker, follows prominent Muslim fashion icons such as Malaysian Vivy Yusof, Indonesian Indah Nada Puspita, and Kuwaiti Ascia on Instagram. She finds joy in combining various fashion elements—hijabs, tops, and accessories—to create stylish, modest outfits. “It’s more fun now because I get to experiment with different styles,” Dewi Dahlia told Malay Mail Online.
On a recent day, Dewi Dahlia wore a pastel teal and dusty pink ensemble, including a long-sleeved chiffon top and trousers, with a hijab draped loosely over her head. Her monthly clothing budget ranges from RM70 to RM200, reflecting a shift from her previous wardrobe of sleeveless dresses and short skirts to her current staples of maxi dresses, skirts, and cardigans.
The Growing Demand for Modest Fashion in Malaysia
The demand for modest fashion in Malaysia is surging as more women adopt the hijab and adjust their wardrobes to align with Islamic principles. Modest fashion is becoming a significant industry in the country. According to Emy Yuzliza Yahya, co-founder of Moslema In Style, approximately five million Muslim women in Malaysia dress modestly. Her company, which organizes Islamic fashion shows, maintains a database of 500 hijab and Muslim fashion brands.
Globally, the Islamic clothing and footwear market is expanding rapidly. Bloomberg reported that by 2019, Muslim consumers are expected to spend US$484 billion on these products, up 82 percent from 2013, according to the State of the Global Islamic Economy 2014-2015 report by Thomson Reuters Corp and Dinar Standard.
Emy Yuzliza notes that current trends in Malaysia include prints and jubahs, with a shift expected towards blouses and trousers next year. Her company is set to showcase Islamic fashion designers from various countries at the Moslema In Style Fashion Forward 2015 show in Kuala Lumpur, highlighting Malaysia’s position in the evolving modest fashion landscape.
International Influence and Diverse Interpretations
Modest fashion is not limited to Muslim women. Raja Nadia Sabrina, a popular fashion blogger with over 109,000 Instagram followers, designs pieces that cater to both Muslims and non-Muslims seeking stylish, modest attire. Her designs feature high-waisted pants, long pleated skirts, and loose-fit tops that offer comfort and versatility.
Raja Nadia’s designs have attracted a broad audience, including non-Muslims who appreciate the comfort of modest clothing. American fashion designers Mary-Kate and Ashley Olsen also incorporate modest elements into their brand The Row, demonstrating that the market for modest fashion extends beyond religious boundaries.
Local Brands and Industry Growth
Local brands like Mimpikita and Love to Dress are thriving in Malaysia’s modest fashion market. Mimpikita, founded by sisters Nurul, Mira, and Syera Zulkifli, recently debuted at London Fashion Week, reflecting its international appeal. The brand, known for its elegant yet modest designs, is stocked in London and continues to grow its presence in e-commerce.
Sumayyah Nasaruddin’s Love to Dress, which has exceeded RM1 million in annual revenue since its launch in 2013, offers full-length dresses in 18 sizes. The brand caters to urban Muslim women and is expanding its production capabilities in Malaysia due to increasing demand.
Cultural Variations and Market Trends
In Malaysia, interpretations of modesty vary. Some, like FashionValet co-founder Vivy Yusof and actress Neelofa, wear three-quarter sleeves and headscarves that do not cover the chest, while others prefer longer, more covered styles. News producer Mimi Azeera Abdullah represents a more liberal view of modesty, combining personal style with respect for cultural and religious norms.
The modest fashion trend has made a significant impact on the Malaysian market. Local shoemaker Nelissa Hilman notes that modest fashion items, including flats and sandals, are popular, and the trend toward more colorful, diverse styles is exciting. She highlights the growing preference for stylish, modest wear among Malaysian women, indicating a vibrant and evolving industry.
Overall, the modest fashion market in Malaysia is thriving, driven by a growing number of women embracing hijabs and modest styles. This trend reflects a broader global movement towards inclusive, stylish fashion that respects cultural and religious values while offering a range of choices for diverse consumers.
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