Revolutionising modest fashion


April 1, 2019 | By Rupkatha B

The modest fashion market is estimated at $44 billion (AED161 billion), expected to be worth $327 billion (AED1,201 billion) by 2020. It is a market that attracts a global audience for clothes that are chic and comfortable yet less revealing. Alongside regional and local names such as The Modist, some globally labels like Dolce & Gabbana have also started designing a modest fashion range. To stimulate the growth of the Islamic fashion industry and support designers, mainly home-grown, who are part of the modest fashion industry, the Islamic Fashion Design Council (IFDC) was set up.

RetailME recently spoke to the IFDC founder & chairwoman, Alia Khan about the rapidly growing modest fashion industry.

“Modest fashion has always been there and it is a large enough market. It is certainly not a new segment in fashion,” Khan asserts. “Women and men have been subscribing to the modest lifestyle. There was always a customer profile that tended to lean towards faith-based guidelines of modesty, stretching across lot of cultures and faiths. There is a big demand for modest fashion, not just by a certain type of people, but globally.”

What has changed is the awareness of modest fashion, driven by social media, Khan states. “Suddenly a set of young consumers – with massive friend followings on social media – started posting about a dress that they bought from Zara that goes well with a scarf. They started talking about a full sleeved blouse and a not-so-short skirt being cool. It is this ‘selfie’ generation that drove the awareness about modest fashion being cool. That is the ‘modest revolution’, a term that IFDC has coined to showcase the spin on modest fashion.”

A new generation of people, not coming with a faith-based identity, are now getting interested in modest wear. They are keen to wear a full sleeve long dress, and yet be fashionable.

Soon enough, global fashion brands joined the modest fashion bandwagon. Dolce & Gabbana came up with their hijab and abaya lines. DKNY came up with their Ramadan collection. Modest fashion became a category that they started looking into. “Resultantly, Islamic or modest fashion became a legitimate category of fashion that should have always been there,” Khan asserts. “It was, so far, a hidden category. People used to shop for their scarves and long sleeves, but had to sift through a lot. Now a modest fashion section in a store is commonplace.”

“As of 2018, the spending power on modest fashion was $322 billion on a global scale. Reports suggested that the UK, France and Germany made up the second largest spending power outside of Turkey, which is a very large market for us. Then there are Saudi Arabia and the UAE,” she cites. “People assumed modest fashion to be an Arab movement, but that’s only a small part of the picture. Indonesians, Malaysians and South Asians are big consumers of modest fashion. Add to that a section of population in Europe, the US and Australia. It is quite a global movement boasting a loyal audience, because it is not a passing fancy. Brands doing modest fashion can win a customer for life, if they do their job right.”

 

Comments

comments

Previous Article Next Article

YOU MAY ALSO LIKE /



UAE-based grocery retail chain, Grandiose has opened its first hypermarket in Abu 

Continue Reading

June 2, 2021 | By RetailME Bureau

UAE-based Carrefour announced its theme and plans for Ramadan 2021. The brand 

Continue Reading

March 31, 2021 | By RetailME Bureau

Locally owned supermarket Spinneys celebrates 60 years of doing business in the 

Continue Reading

March 9, 2021 | By RetailME Bureau
Almarai, Carrefour, Emirates have the most loyal customers

UAE-based Carrefour will become the first retailer in the region to offer new levels 

Continue Reading

February 22, 2021 | By RetailME Bureau

The Organic Farmers’ Market is back in Bay Avenue for its 12th 

Continue Reading

February 17, 2021 | By RetailME Bureau

UAE-based  Lulu Group recently inaugurated its first-ever all-female staff store in Jeddah, 

Continue Reading

February 15, 2021 | By RetailME Bureau
Jones the grocer

Jones the Grocer, the gourmet grocer and cheese retailer launches the Jones 

Continue Reading

February 1, 2021 | By RetailME Bureau

UAE-based Al Maya Supermarkets is hosting a two-week food festival at select 

Continue Reading

January 17, 2021 | By Lawrence Pinto

Locally-owned supermarket Spinneys has launched its ‘Power of Plants’ initiative in the 

Continue Reading

January 17, 2021 | By RetailME Bureau
Cookit

Carrefour UAE has launched “Cookit Yourself” — a curated recipe box created 

Continue Reading

January 5, 2021 | By RetailME Bureau
Al Islami Plant-Based Burger

UAE-based Al Islami Foods, one of the largest frozen food companies in 

Continue Reading

January 3, 2021 | By RetailME Bureau
Marks & Spencer's plant-based range

Marks & Spencer’s plant-based range now offers over 25 vegan products including meat-free 

Continue Reading

December 23, 2020 | By RetailME Bureau




Download Images RetailME Magazine