Global Modest Fashion Market Reaches Multi-Million Euro Sales

Ever wondered how choosing what to wear sparked a multi-billion-dollar global movement? Forget fleeting trends; this is modest fashion, a universe of personal style and values. From Jakarta runways to everyday wear, it’s diverse and dynamic. While the term “Modest Fashion Market” gained traction around 2010, dressing with intention has ancient roots. Let’s explore this fascinating world together. What makes the modest fashion scene so captivating? Join us as we uncover its global appeal.

Today, the Modest Fashion Market has transcended its initial perception as a niche segment within the apparel industry. It has burgeoned into a substantial multi-billion-dollar global force, capturing the attention of established mainstream brands, innovative independent designers, and a rapidly expanding base of consumers. This growth is not solely attributable to religious observance, although that undeniably remains a significant driving factor. It also reflects a burgeoning desire for sophisticated and stylish clothing that offers greater coverage, appealing to a broad spectrum of women seeking appropriate professional attire, prioritizing comfort and personal preference, or simply embracing a distinct aesthetic.

Related: Who are the key entrepreneurs leading the modest fashion industry?

The Foundations: Religious Observance and Shifting Consumer Values

Professor Reina Lewis, a distinguished scholar of cultural studies at the London College of Fashion, astutely points out that the historical roots of modest dressing are inextricably linked to deeply held religious and communal conventions. Throughout history, women have consciously chosen or crafted garments that reflected their understanding of propriety and their adherence to faith-based guidelines. While the Muslim consumer continues to represent a significant and influential demographic within the Modest Fashion Market, its appeal extends considerably beyond these boundaries. Women from diverse religious backgrounds, including various denominations of Christianity and Judaism, alongside individuals seeking refined and covered professional wear options, are increasingly contributing to the dynamism and growth of this expanding sector.

The economic indicators unequivocally underscore the market’s substantial impact. According to the comprehensive State of the Global Islamic Economy Report 2024/25, a collaborative effort by DinarStandard and Salaam Standard, the expenditure of Muslim consumers on apparel and footwear reached an impressive USD 313 billion (approximately €292 billion) in the year 2023. Projections for the near future indicate a continued upward trajectory, with the market anticipated to reach a staggering $USD 375 billion(approximately €349 billion) by the year 2027. This robust and sustained growth unequivocally highlights the immense and largely untapped economic potential inherent within the Modest Fashion Market.

The Middle East continues to serve as a pivotal center for both prominent modest fashion brands and highly influential figures within the industry. In numerous countries across the region, conservative dress codes are deeply ingrained within the societal and cultural framework. However, the remarkable expansion of the Modest Fashion Market is by no means geographically confined to this region. Europe, North America, and the rapidly developing markets of Southeast Asia are witnessing a significant surge in demand, fueled by a convergence of factors including evolving consumer preferences, a growing appreciation for diverse expressions of fashion, and increasing global interconnectedness.

The mid-2010s marked a critical turning point in the engagement of the Western fashion industry with the principles of modest fashion. As Professor Lewis astutely observes, the period following the events of 9/11 initially saw a discernible reluctance among mainstream fashion brands to overtly associate themselves with Muslim women. However, this cautious stance began to undergo a significant transformation around the year 2015, as these brands increasingly recognized the emergence of a substantial and previously underserved segment of consumers with specific sartorial needs and preferences.

A Timeline of Transformation: Mainstream Fashion Embraces Modesty

Several key milestones serve to illustrate this significant shift in the fashion industry’s approach to modest fashion:

• The Pioneering Uniqlo x Hana Tajima Collaboration (2015): This groundbreaking partnership between the globally recognized Japanese retail giant Uniqlo and the talented British-Japanese Muslim designer Hana Tajima represented a watershed moment for the Modest Fashion Market. Uniqlo’s unprecedented decision to include hijabs in their product offerings, prominently modeled by the acclaimed Malaysian pop star Yuna in key Southeast Asian markets such as Malaysia, Singapore, and Indonesia, unequivocally signaled a growing acknowledgment of the significant commercial potential inherent within this previously overlooked consumer segment. This successful collaboration extended over several seasons, effectively demonstrating the tangible commercial viability of thoughtfully catering to the specific needs and preferences of the modest fashion community.
• The Subtle Shift: Covered Silhouettes on Prominent Red Carpets (2015-2022): During this notable period, a discernible trend emerged within the high-profile realm of red carpet fashion, with numerous celebrities and influential figures increasingly opting for more covered and elegant silhouettes. While undoubtedly influenced by the cyclical nature of fashion trends, this gradual shift also reflected a growing awareness among prominent fashion brands and stylists of the increasing influence and purchasing power of the modest aesthetic and its dedicated followers.
• A Landmark Moment: Halima Aden’s Historic Vogue Cover (2018): The year 2018 witnessed a truly historic moment for representation within the Western fashion industry when the then 20-year-old supermodel Halima Aden graced the cover of British Vogue, becoming the first hijab-wearing woman to achieve this significant milestone. This groundbreaking event occurred under the editorial leadership of Edward Enninful, a vocal advocate for diversity and inclusivity within the fashion world. While widely celebrated as a pivotal achievement for greater representation, Aden’s subsequent decision to take a career break, citing the inherent challenges of reconciling her deeply held faith with the demanding pressures of the high-fashion industry, poignantly highlighted the ongoing complexities and delicate balancing acts that individuals within the modest fashion community often navigate.
• The Rise of Dedicated Modest Fashion Weeks Globally: The establishment and increasing prominence of dedicated Modest Fashion Weeks in various fashion capitals around the world, spearheaded by pioneering initiatives such as the Think Fashion Group founded by the visionary Turkish fashion consultant Ozlem Sahin Ertas in 2016, provided crucial and much-needed platforms for designers specializing in modest fashion, influential buyers, and key industry influencers to connect, collaborate, and effectively showcase their innovative work. Unlike traditional fashion weeks, often characterized by intense competition for coveted runway slots, these Modest Fashion Weeks prioritize fostering emerging talent, facilitating meaningful industry dialogue, and promoting a greater understanding and appreciation for the diverse aesthetic and cultural nuances within the modest fashion sector. Recent successful editions held in prominent cities like Istanbul and Riyadh underscore the expanding global reach and steadily increasing prominence of these dedicated industry events.

Bridging the Gap: Entrepreneurial Spirit and the Power of Online Retail

Despite the growing attention from mainstream fashion brands, a revealing 2019 study highlighted a persistent gap in the market, indicating that a significant majority (86%) of Muslim women residing in the United Kingdom still felt largely “ignored” by the offerings of mainstream high street fashion retailers. This evident disparity in the market acted as a powerful catalyst, inspiring numerous women from diverse religious backgrounds to embrace their entrepreneurial spirit and launch their own independent modest fashion lines. The remarkable accessibility and global reach of online shopping platforms further fueled the success of these independent ventures, enabling them to connect with consumers not only within their immediate communities but also with a global customer base actively seeking stylish and appropriate modest fashion options for a multitude of reasons. The convenience and expansive reach of online retail have proven to be instrumental in effectively connecting modest fashion brands, both established and emerging, with a diverse and geographically dispersed customer base.

Navigating the Marketing Landscape: Opportunities and Potential Pitfalls

As the Modest Fashion Market continues its impressive trajectory of growth, mainstream fashion brands have explored a variety of strategies to effectively engage with this increasingly influential consumer segment. While some of these initiatives have yielded notable success and positive reception, others have unfortunately encountered criticism and even backlash.

• DKNY’s Strategic Eid Collection (2015): This well-executed marketing initiative, specifically tailored and strategically marketed to consumers within the Gulf region during the significant Eid festivities, achieved remarkable viral success. By intelligently leveraging existing pieces from their core collections and collaborating with highly influential Middle Eastern fashion bloggers such as Yada Golsharifi and Tamara Al Gabbani for creative styling, DKNY effectively generated significant buzz across various social media platforms and successfully reached a broad global audience. This astute strategy allowed the brand to effectively gauge the market’s appetite for modest fashion offerings without incurring the substantial costs associated with designing and manufacturing an entirely new and dedicated product range.
• Banana Republic’s Less Successful Foray into Modest Fashion (2019): In stark contrast, Banana Republic’s attempt to integrate modest fashion into their runway collections was met with considerable criticism and ultimately proved to be less successful. The presentation of models wearing traditional headscarves alongside loosely fitting garments sparked controversy, with many questioning the brand’s apparent lack of genuine understanding and authentic representation of the diverse nuances within the modest fashion aesthetic. Mariah Idrissi, the pioneering hijab-wearing model who first gained prominence through her work with H&M, astutely emphasized the critical importance of fostering genuine collaboration and seeking expert guidance when engaging with diverse cultural and religious demographics to ensure respectful and accurate representation.

These contrasting experiences serve as valuable case studies, highlighting the inherent complexities of effectively marketing to the Modest Fashion Market. Authenticity, genuine cultural sensitivity, and a deep understanding of the specific needs, preferences, and values of the target consumers are of paramount importance. Simply repurposing existing clothing items and superficially labeling them as “modest” can often be perceived as tokenism or a lack of genuine engagement, ultimately failing to resonate with the intended audience.

Deconstructing the Term: Ongoing Debates and Addressing Criticisms

The very term “modest fashion” is not immune to scrutiny and debate within both the fashion industry and broader society. Some critics find the term itself inherently problematic, while others raise fundamental objections to the underlying concept that women should adhere to specific dress codes based on notions of modesty.

• Feminist Perspectives and Concerns: Certain Western secular feminists articulate strong concerns regarding the concept of modesty, viewing it as intrinsically linked to historical and ongoing patriarchal systems of control over women’s bodies and expressions of self. They argue that the promotion of modesty, regardless of the specific intentions behind it, can inadvertently reinforce restrictive social norms and potentially undermine movements for women’s liberation and bodily autonomy. Historical parallels are often drawn to pivotal moments where women challenged restrictive dress codes, such as the revolutionary introduction of the miniskirt by British fashion designer Mary Quant in the 1960s, which symbolized a significant step towards greater freedom and self-expression for women. Prominent feminist voices like Jessica Valenti have been vocal critics, often associating the advocacy of modesty with a desire to regress to more traditional and potentially limiting roles for women.
• The Weight of Connotation: Examining the Term “Modest”: Professor Lewis astutely points out that a segment of women actively dislike the term “modest” itself due to its inherent connotations of being “self-deprecating, humble, and not assertive.” This underlying discomfort was reflected in the significant customer backlash experienced by the British fashion retailer Marks & Spencer in 2018 when they controversially labeled certain items within their swimwear collection as “modest.” Customers voiced their strong disapproval, expressing their discomfort with the implication that choosing swimwear offering more coverage somehow suggested they were previously or inherently “immodest.”

Ozlem Sahin Ertas, the founder of the Think Fashion Group, also articulates her opposition to the use of the term “conservative” as a common alternative to “modest.” She emphasizes that the practice of dressing modestly is not solely a religious or inherently politically conservative act. She effectively illustrates this point by referencing examples such as the formal and often quite covered dress code adhered to by the British royal family, highlighting that modesty can be an integral aspect of various cultural, professional, and even historical dress norms that transcend specific religious or political ideologies.

A Viral Moment and Its Ironic Undercurrent: Modesty on TikTok

The concept of female modesty experienced a particularly noteworthy viral moment on the popular social media platform TikTok in 2024, when the content creator Jools LeBron utilized the seemingly innocuous phrase “very demure, very mindful” in a video that subsequently garnered an astonishingly large audience of over 55 million views. While a segment of viewers initially interpreted LeBron’s words at face value, perceiving them as a genuine promotion of respectful and reserved behavior, the underlying tone of her delivery was decidedly sarcastic. In reality, LeBron’s content was a pointed critique of prevailing influencer aesthetics, such as the minimalist “Clean Girl” trend and the aspirational “Old Money” aesthetic, which often emphasize understated elegance and a certain level of refined simplicity. Her seemingly positive framing of “demureness” was, in fact, a satirical commentary on what she perceived as a societal obsession with female conformity and a subtle pressure to adhere to narrowly defined ideals of feminine presentation.

This viral moment, despite its inherent sarcasm, inadvertently served to highlight the ongoing and often complex cultural conversations surrounding the multifaceted concept of modesty and its diverse interpretations within contemporary society. It also powerfully underscores the significant role that social media platforms play in shaping, challenging, and often subverting established perceptions of fashion, identity, and cultural norms.

The Future Landscape: Continued Growth and Evolving Definitions

Despite the ongoing debates surrounding terminology and the ever-shifting landscape of fashion trends, the Modest Fashion Market demonstrates no signs of stagnation or decline. Its continued robust growth is propelled by a confluence of significant and interconnected factors:

• A Steadily Expanding Global Muslim Population: The continued growth of the global Muslim population, with its diverse sartorial needs and evolving preferences, will undoubtedly remain a significant and influential driver of demand within the Modest Fashion Market.
• Increasing Emphasis on Inclusivity and Authentic Representation: As the broader fashion industry increasingly prioritizes inclusivity and authentic representation of diverse identities and cultural expressions, modest fashion is poised to gain even greater mainstream acceptance, visibility, and integration into the wider fashion narrative.
• The Enduring Influence of Digital Platforms and Online Communities: Social media influencers, online communities dedicated to modest fashion, and the continued expansion of e-commerce platforms will undoubtedly continue to play a pivotal role in shaping emerging trends, effectively connecting consumers with relevant brands and designers, and fostering a strong sense of community and belonging within the global modest fashion sphere.
• A Broadening Appeal Beyond Religious Observance: Increasingly, individuals beyond specific religious affiliations are seeking stylish and well-designed clothing that offers greater coverage for a variety of personal reasons, including prioritizing comfort, expressing individual aesthetic preferences, or adhering to professional dress codes that emphasize modesty.