Brands Are Jumping on the Diversity Train, but What About Plus Sized Hijabi Women?

In today’s fashion world, diversity is a hot topic. From runway shows to brand campaigns, companies are embracing different cultures, body types, and unique identities. However, while the fashion industry celebrates its newfound commitment to inclusivity, one group of women often remains overlooked—plus-sized hijabi women. Despite the growing visibility of both Muslim women and body positivity movements, plus-sized hijabis are still waiting for their moment in the spotlight. This article dives into the challenges faced by this underrepresented demographic and why the fashion industry must do better.

The Rise of Diversity in Fashion

The fashion industry has made significant strides toward inclusivity in recent years. Brands are increasingly recognizing the importance of catering to diverse audiences, not only from a moral standpoint but also from a business perspective. According to a 2020 report by McKinsey & Company, brands that focus on diversity and inclusion are more likely to outperform their competitors. This has led to an influx of campaigns featuring models from various racial backgrounds, as well as those of different abilities, sizes, and genders.

Key Statistics on Diversity in Fashion:

• Body positivity movement: In a survey by Glamour magazine, 78% of respondents stated that they wanted to see more body diversity in fashion.
• Hijabi fashion: According to the State of the Global Islamic Economy report, modest fashion is a booming industry expected to grow to $311 billion by 2024.
• Size inclusivity: Despite growing calls for plus-sized representation, only 2% of fashion brands offer clothing beyond size 12, according to a 2021 study by Plunkett Research.

The Hijabi Fashion Movement

For hijabi women, the rise of modest fashion has been a game changer. The modest fashion movement, which has grown exponentially over the past decade, caters to women who choose to dress modestly, including those who wear the hijab. Hijabi influencers like Halima Aden and Dina Tokio have paved the way for more Muslim women to be seen and celebrated in mainstream media.

However, while modest fashion is gaining ground, it still lacks the diversity it promises. Most hijabi models featured in campaigns tend to fit a specific mold: thin, fair-skinned, and traditionally beautiful. This image leaves out a significant portion of Muslim women—plus-sized hijabi women—who also deserve representation and fashionable options.

The Challenges Plus-Sized Hijabi Women Face

The intersectionality of being plus-sized and hijabi comes with its own set of challenges. Plus-sized hijabi women often struggle to find clothing that caters to both their size and their modesty requirements. While the body positivity movement has led to an increase in plus-size options, these lines are often limited to revealing or tight-fitting clothing that doesn’t align with modest fashion principles.

Lack of Representation

One of the most glaring issues is the lack of plus-sized hijabi women in media and advertising campaigns. When fashion brands feature modest fashion lines, they often choose straight-sized models. This sends the message that modesty is only for a certain body type, further alienating plus-sized women who already face stigmatization in the fashion world.

In a study by the Council on American-Islamic Relations (CAIR), 62% of Muslim women reported feeling underrepresented in the fashion industry, with plus-sized hijabi women ranking as one of the most underserved demographics.

Limited Fashion Options

Finding clothing that fits both modest fashion and plus-size needs is a struggle. Many plus-sized women, especially those who wear the hijab, are forced to compromise between finding clothes that fit their body and those that align with their religious values. Brands that do offer plus-size options often overlook modesty, offering sleeveless tops, short dresses, or tight-fitting styles that do not cater to the modest fashion market.

Brands Making Progress

While the industry as a whole still has a long way to go, some brands are taking steps to include plus-sized hijabi women in their collections. Brands like Modanisa, a Turkish online retailer, and ASOS, with its ASOS Curve modest line, have started to offer more inclusive sizing options that cater to Muslim women who wear the hijab.

Modanisa: Leading the Charge

Modanisa, a global leader in modest fashion, offers an extensive range of plus-size clothing. They recognize the need for modest, fashionable, and size-inclusive options. Modanisa’s collections cater to women who want stylish clothes that don’t compromise their modesty, featuring everything from flowy maxi dresses to loose-fitting abayas in sizes up to 5XL.

ASOS Curve: Expanding Modest Offerings

ASOS has made strides in offering size-inclusive clothing, and its Curve collection features pieces that appeal to hijabi women. While not exclusively a modest fashion line, ASOS Curve includes items like long-sleeve maxi dresses and loose blouses that can easily fit into a modest wardrobe.

Why Representation Matters

Representation in fashion isn’t just about aesthetics—it’s about giving people the power to feel seen, valued, and included. When plus-sized hijabi women are excluded from fashion campaigns, it sends a message that their bodies are not “fashionable” or worthy of being celebrated. This lack of representation can have real consequences on self-esteem and body image.

According to a study published in the Journal of Consumer Research, women who see themselves represented in advertising are more likely to have positive feelings toward their bodies and the brands that represent them. This is particularly important for plus-sized hijabi women, who often face a double burden of invisibility in both body positivity and hijabi fashion movements.

Related: 5 Latest Fashion Trends for Muslim Women in 2024

The Business Case for Inclusivity

Diversity isn’t just a buzzword—it’s good business. A study by Boston Consulting Group found that companies with more diverse leadership teams report 19% higher revenue from innovation than those with less diverse leadership. The modest fashion industry alone is worth billions, with Muslim consumers driving demand for more inclusive fashion options. Brands that ignore the purchasing power of plus-sized hijabi women are leaving money on the table.

The Growing Influence of Muslim Consumers

Muslim consumers are a significant force in the global market, with the modest fashion industry booming. According to the Global Islamic Economy report, Muslims spent over $270 billion on clothing in 2022, with a projected growth rate of 6.8% per year. Plus-sized women represent a large segment of this market, yet they are consistently underserved by both mainstream and modest fashion brands.

Brands that invest in creating more inclusive lines stand to benefit not only financially but also in terms of brand loyalty. As consumers become more conscious of the values brands represent, companies that demonstrate a commitment to diversity and inclusion will build stronger relationships with their customer base.

Influencers Leading the Way

The rise of social media influencers has also had a significant impact on the conversation around plus-size inclusivity and hijabi fashion. Influencers like Leah Vernon, a plus-sized hijabi model and body-positive advocate, are pushing back against the traditional beauty standards upheld by the fashion industry. Leah Vernon, who uses her platform to challenge the lack of representation for plus-sized hijabi women, is a prime example of how social media is democratizing fashion.

The Way Forward: What Can Brands Do?

For brands to truly embrace diversity, they need to move beyond tokenism and take concrete steps to include plus-sized hijabi women in their fashion lines and campaigns. Here are a few ways brands can do better:

1. Inclusive Sizing

One of the most straightforward ways to serve plus-sized hijabi women is by offering a wider range of sizes that are both fashionable and modest. Brands need to ensure that their size charts extend beyond standard sizes, without sacrificing modesty in the process.

2. Hiring Diverse Models

Representation matters, and brands can do better by featuring plus-sized hijabi women in their advertisements, runways, and social media campaigns. This move would not only cater to a largely untapped market but also send a powerful message of inclusion.

3. Collaborating with Hijabi Influencers

Many hijabi influencers are already advocating for size inclusivity. Brands can collaborate with these influencers to better understand the needs and preferences of plus-sized hijabi women. These partnerships can lead to more authentic and inclusive collections.

4. Listening to Feedback

Brands should actively seek out feedback from plus-sized hijabi women to better understand their fashion needs. Surveys, focus groups, and customer reviews can provide valuable insights that help create more inclusive collections.

The Future of Inclusive Fashion

The fashion industry has made significant strides toward diversity, but there’s still a long way to go. Plus-sized hijabi women represent a demographic that is often left out of the conversation, despite their significant buying power and desire for fashionable, modest clothing. It’s time for brands to expand their definition of diversity to include all body types and religious practices. By doing so, they not only stand to gain financially but also contribute to a more inclusive, representative fashion industry that celebrates all women—regardless of size, faith, or background.