Modest fashion is on the rise globally and becoming very en vogue at the moment. Thanks to social media and retail globalisation, modest fashion has now gone mainstream. Global fashion brands such H&M, Uniqlo and Nike have introduced modest fashion lines as they wake up to the tremendous opportunities of the worldwide Muslim market. For example, Nike announced their interest to venture into the sports hijab line.
Established international brands such as DKNY, Tom- my Hilfiger, Zara, Gucci, Oscar de la Renta and Mango have brought out special collections of modest wear during Rama- dan in recent years. Dolce & Gabbana has been selling a luxury collection of abayas and matching hijab since 2016 in the Middle East, Paris and London. These brands are riding the wave of a phenomenon called “modest wear” that is sweeping the world. Modest wear aligns with contemporary fashion but is geared to the needs of Muslim women, offering style and diversity. The kick-start of Istanbul Modest Fashion Week, London Modest Fashion Week and Singapore Modest Fashion Week has helped modest fashion to boom.
The rise of the new generation of millennial Muslimah has led to the rapid development of a burgeoning market for what is term as ‘modest fashion’. These consumers prefer to shop online and are driving the e-commerce for halal segment. In 2016, OIC countries accounted for 8.1% of total value sales of apparel and footwear. Expenditure on modest fashion is forecasted to grow to US$373 billion by 2022.
Historically, dressing conservatively has been at odds with what is considered ‘cool’ in Western fashion trends. However, modern women of today are adhering to modesty in style. Trends such as layering, supersize silhouettes, high necklines, low hemlines, baggy pants has become somewhat of a fashion norm even in Western countries. What started with Muslim women looking for more stylish ways to express themselves through fashion while still respecting and adhering to Islamic as well as cultural requirements, modest fashion has now become a multi-billion dollar industry, appealing to people across all nationalities, backgrounds and faiths.
AIDA HADZIC
VIP Business Club Assistance at Bosna
Bank International, Bosnia & Herzegovina
According to Aida Hadzic, VIP Business Club Assistance at Bosna Bank International, Bosnia & Herzegovina; modest fashion doesn’t refer only to clothing as Islam is the combination of body and soul. “A woman can be dressed in total black, but behave in a manner that hurts others. On the other hand, a Muslim woman can face barriers to dress in a way that is prescribed by Islam because of the culture she lives in,” explained Aida. She added that there can be many extremes, where in some countries there are strict rules on female dress and appearance. “I don’t think that covering women in black to protect them from the outer world, or better said, to protect the outer world from women is a good thing,” she further explained.
“I think a Muslim woman should be dressed in a way that protects and signifies her dignity and beauty – a pearl is beautiful on its own, it is the overall design that makes it astonishingly gorgeous,” Aida stressed. “I believe that both – Muslim women and men, in a world full of prejudice towards Islam and Muslims, should keep the basic rule of hijab – to cover what is supposed to be covered, to be perfectly tidy.” This is especially true for women who haven’t been blessed with the strength or ability to wear hijab. They should bear in mind that hijab doesn’t refer only to the scarf. She further added that if a woman cannot cover her hair, then she should cover the rest, but mostly, cover her soul with faith, and her eyes, hands and the rest of her body from sins. “That is what I understand under Muslim fashion in its full version,” Aida said in response to the question on what is modest fashion.
ISFIRE ASKED SEVERAL WOMEN PROFESSIONALS TO DEFINE THAT MODEST FASHION MEANS TO THEM IF THEY THINK MODEST FASHION IS FOR EVERYONE AND IF DRESS- ING MODESTLY CAN BE EMPOWERING. THE FOLLOWING ARE THEIR EDITED ANSWERS:
TAMIMOUNT KADDOURI
Owner MOUMINA, Modest Islamic Fashion, Netherlands
Modest fashion for me is a way to communicate, to express myself without speaking and without having to give away my beliefs. I love clothes and playing with colours, fabrics and styles ever since I can re-member. So when I started wearing hijab at the age of 23, this didn’t stop, it actually only grew. Because I felt there were too little options to choose from, which eventually drove and motivated me to start my own modest fashion brand MOUMINA. My goals is to pro- vide women who want to dress modestly with quality clothes made from natural fabrics, like cotton, linen and viscose and more modern colours and designs.
Being a Muslim doesn’t mean you can’t be fashionable. God loves nice things and so do we. It’s just the way we are wired. Modest fashion is comfortable, simple, and easy but still look chic, stylish and elegant at the same time.
Is modest fashion for everyone? Definitely! It should be. Covering up yourself in a modest way is something I believe everyone does. The difference is some just do it every day. Others once a week etc. You clearly see the trend that mainstream fashion brands, like H&M and Zara and even high-end fashion brands are noticing that modest fashion is growing and is worth paying attention to. Brands like D&G and DKNY already have a special modest ‘Ramadan col- lection’ and are working with modest fashion bloggers to gain more popularity amongst that group of consumers. Modest fashion will keep growing and smart brands are looking for a way in.
Dressing modest makes it more about you and what you effectively can bring to the table. It is less superficial than the mainstream fashion and off course less revealing.
Historically, the female body have been exploited in a history of fashionable dress. Dressing modestly just takes that out of the equation.
I truly subscribe to the view that dressing modestly can be empowering. Being able to look modest and still being able to dress in the style you love gives you the confidence to do whatever you want. Feeling good about the way you look has a positive psychological effect on your self-image and hence, on the way you think and act.
As I said before, dressing modestly makes it more about you and your thoughts. I believe people will take you more seriously if you are dressed modestly than if you are to wear a revealing dress. You should be able to wear what makes you happy and makes you feel good, without losing your faith or personal beliefs.
“MODEST FASHION FOR ME IS A WAY TO COMMUNICATE, TO EXPRESS MYSELF WITHOUT SPEAKING AND WITHOUT HAVING TO GIVE AWAY MY BELIEFS.”
SARAH DIMANI
Communicate & Content Manager, Belgium
Modest fashion is often perceived as a style that only fits Muslim women, which I don’t agree with. To me, modesty does not have a universal definition be- cause it’s very personal and comprehends many factors. If we look in the dictionary modest is understood as:
- not large in size or amount, or not expensive;
- not usually talking about or making obvious your own abilities and achievements
- simplicity, minimalistic
Neither one of the above definitions explain what modest in modest fashion means. The social scene added the latest year another meaning on modesty. In this context we can understand modesty as the level of cleavage. The modest consumer can be segment- ed in general groups with clear guidelines. In other words: Modest Fashion is simply when clothes are designed or combined in a way that suits people who would prefer to show less skin.
On the question, if I think modest fashion could be for everyone, the answer is definitely a YES! I genuinely believe that modest fashion is one of the few clothing styles that connects people worldwide. It connects all religions (who often have clear guidelines on clothing) but also people who are mostly left out of society such as Mormons, Amish, and other smaller groups.
Besides that you can find modest women in every field, group, ethnicity or religion. A quick overview:
Professional: Women with a high status at work of- ten dress modestly (especially when they work in a male-dominated field).
Personal choice: Some women prefer to show less skin and dress (un)consciously modest.
Religious: Religious people often follow strict clothing rules that results in modest dressing.
Throughout the world women choose to dress modestly for professional and religious reasons but there are also various other reasons such as for their skin conditions, sun protection, allergies or their view/ status in their community.
Modest fashion is so much more than covering wardrobe options. Modest fashion is here to change perception and extend a softly empowering influence, offering a new chapter for women who can finally combine their modesty with fashion. Not only will the appearance be inspired but also their mind and way of thinking. By meeting, seeing and getting inspired by modest women with different backgrounds, modest fashion builds bridges. Dressing modestly can be empowering as it unconsciously aims to highlight commonalities and bridge differences in an empowering way.
“MODEST FASHION IS SO MUCH MORE THAN COVERING WARDROBE OPTIONS.”
NOORSURIANI MUHAMED
Product & Market Development, Islamic Capital Market, Malaysia
My interpretation of modest fashion would be fashion trends of wearing comfortable dressing that covers the body, yet still looking stylish. It also represents social diversity. However, modest fashion does not have to be dull and boring, and it shouldn’t be limited to a certain style. You can dress up modestly, yet in colourful and stylish way, according to personal preferences.
Hence, modest fashion is absolutely for everyone, not only for those wearing hijabs or only in Muslim countries, but everywhere. There are lots of choices and brands out there that we can choose from and mix and match, from high-street fashion to couture to designer brands. Anybody and everybody can ex- periment the latest trends and styles. In fact, modest fashion has gone global including via online, and has contributed hundreds of billions to the economy.
For women, self-confidence includes the way we dress up. Dressing up modestly yet in a stylish way brings confidence and builds self-esteem. Women that bring modest fashion forward are powerful be- cause they are able to inspire and empower others to be confident too. As you know, modest fashion has come to limelight recently. You can see more designer brands featuring modest fashion on runways. There are modest fashionistas out there with positive and powerful aura and confidence too.
“MODESTY COMPRIS- ES OF TWO ELEMENTS: THE OUTER GARMENT AND THE INNER SELF (SOUL). ONE CAN DRESS THE PART BUT NOT ACT THE PART THEREFORE IF THERE IS AN IMBALANCE IN EITHER OF THESE TWO EL- EMENTS THEN MODESTY BECOMES IM- PARTIAL AND INCOMPLETE.”
SHUMAILA KHALID
Human Resource Professional, United Kingdom
While modesty is manifested differently from person to person, we can all agree that its central principal is to cover as opposed to reveal. It applies to both men and women. To me, modest clothing should be clean, dignified, covers all the right places and it is worn with the correct intention and attitude. The purpose of which is to submit to Allah swt rather than the fashion of society. Modesty comprises of two elements: The outer garment and the inner self (soul). One can dress the part but not act the part therefore if there is an imbalance in either of these two elements then modesty becomes impartial and incomplete.
Whether we admit it or not, clothes and presentation communicate volumes about you as a person. I was trained as a Diagnostic Radiographer and part of my dress code was to wear clinical uniform. A number of my colleagues and I would vouch that as soon as we put on our uniforms, our mindset would become more focused. We seem to enter into a zone where we appear to act more professional, accountable, and responsible as we have a duty to care and fulfil our roles efficiently. Not only this, people saw us differently to an extent that they relied on our professional knowledge, appearance and respected our position. There- fore, the formality of clothing could influence decision-making, our performance and overall attitude.
To me, dressing modestly compliments my belief, it creates a positive mindset with me. It gives me a sense of contentment and I am better focused on the things around me, thereby having the right internally and external balance helps bring out the best version of me. I am in a position to empower others as I am confident, content and secure with myself.
RAFIZAH ABU BAKAR
Multimedia Designer, Malaysia
In my opinion, modest fashion is the best clothing selection for my daily wear as it is important to portray our identity as Muslim women. I wear hijab not only to fulfil religious requirements, but also to attain a certain level of comfort and increase self-confidence.
We make decisions all the time. And people form opinions about us based on our decisions. Similarly, for many women, their decision to dress modestly is a declaration of their need to feel more protected and more empowered through clothing that covers more than it reveals.
In Malaysia, the awareness of young Muslim women have changed towards wearing ready-to-wear praying clothes instead of wearing ‘telekung’1 where most of public praying rooms are too small and crowded with many people who want to pray simultaneously. By simply wearing ready-to-wear prayer clothes, they are ready to perform prayer comfortably with confidence.
The fact that fashion plays an important role in our life is truly unmistakable. We are judged by our clothing and appearances on an everyday basis. And it’s up to the individuals as to how they want to dress up but still conform to Shari’a while at the same time looking stylish, trendy and fashionable. Today, dressing modestly is no longer seen as a symbol of oppression of Muslim women, rather as an expression of their empowerment.
NASHA PHEDRA AMIN
Islamic Banking Legal, Malaysia
Dressing modestly is dressing within our religious parameters, i.e. with clothes that doesn’t reveal our aurat or shape but at the same time allowing us to look stylish, classy, modern and trendy. Traditional religious clothing like jubahs or long hijabs are modest but it should not be confused with modest fashion, which is not always traditional and should not be confined to a culture or religion. Women of different shapes, faiths, colours, sizes and backgrounds can be as stylish and trendy.
Modest fashion is for women who are confident, knows what they want and are not afraid to express their personality through the clothes they wear. They dress for themselves instead of dressing to get men’s approval. Behind the modest fashion they wear is a message about the strength of the women. Hence, dressing modestly is about empowering oneself.
SAMAH RAGAB
Strategy & Investor Relation, Dubai, UAE
Modest fashion means dressing in a conservative way, that is chic and elegant at the same time. Modesty is for everyone and for women choosing to cover their body, they do so to portray themselves in a certain manner and because fashion in itself is a form of expression.
They’re making a statement to the world that a woman should be portrayed as a beautiful jewel and an important person who contributes to society, not a person who is exposing her body to the world, and, unfortunately, sometimes attracting the wrong attention. Modesty has been long known in all religions whereby we see that in addition to Muslims, nuns from both Christianity and Judaism also dress conservatively and promote this idea.
When I started wearing hijab a few years ago, I started paying more attention than before, to wearing elegant clothes, because I want to correct the misconception that some people have about how hijab and fashion cannot be related. I’m a proud hijabi and a per- son who loves fashion and follows the latest fashion trends at the same time
“MODESTY COMPRIS- ES OF TWO ELEMENTS: THE OUTER GARMENT AND THE INNER SELF (SOUL). ONE CAN DRESS THE PART BUT NOT ACT THE PART THEREFORE IF THERE IS AN IMBALANCE IN EITHER OF THESE TWO EL- EMENTS THEN MODESTY BECOMES IM- PARTIAL AND INCOMPLETE.”
OMOTOLANI BUSARI
Communication Specialist and Blogger, Nigeria
To me, modest fashion means any kind of clothing or fashion item that keeps me well covered and not revealing of my awrah. There is no unified definition of modest fashion where the meaning of modesty differs from individual to individual. However, dressing modestly can be empowering for women because it shows that you don’t have to compromise on your ideals to achieve your dreams. Modest fashion has also broken the stereotype that only scantily dressed people get particular gigs. People now tend to pay more attention to modestly dressed women.
Dressing modestly allows women to express their individuality and personality through fashion, while maintaining and showcasing the beauty of their faith. Today, modest fashion has led to the emergence of more market opportunities. Even established businesses now have a ‘modest fashion’ section to attend to the needs of Muslim women and women of other beliefs who also want to be modestly dressed. However, Muslim women need to be focused and try not to dilute the idea of modest fashion with every trends that comes along. We need to stay true to the teachings and directions of Islam regarding our appearance.
MURSHIDAH SAID
Trainer & Social Entrepreneur, Singapore
Modest fashion to me means to be able to wear what the individual feels will protect his or her modesty and dignity. Modest fashion is the reflection of the person’s beliefs in covering up his/her body with the clothes on his/her body. Modest fashion is not limited to a particular religion but rather for both men and women who do not like wearing tight and revealing clothes.
Dressing modestly is definitely empowering. Firstly, it is the choice of the person wearing it. The person is not forced to put on the clothing or succumb to a particular dress code that is not in accordance to the person’s beliefs. Modest clothes also place the focus on the person (and his/her mind) and not the person’s body or physique.
“DRESSING MODESTLY IS DEFINITELY EMPOWERING.”
HAJAR LAKHOUL
Trainee Consultant, Morocco
I think modest fashion refers more to expressing one selves through our style and clothes, than just following the latest fashion trends. With trends changing so fast especially in today’s evolving world, it is becoming more and more difficult to stay synced with the ever changing fashion trends. This is especially true if you take costs into account because not every- one can afford to buy every new style of clothing that comes out.
On the subject of whether modest fashion is for everyone…. I don’t think so. Some people prefer to stick to their old style of dressing rather than embrace modest fashion. Not everyone is up on the whole hi- jabi-hipster movement. And not everyone is raving for the trend, with some commentators arguing that modest fashion could sometimes look totally incoher- ent with our values and principles.
I believe that dressing modestly can be empowering, especially in an environment where society places too much importance on looks and appearances. When dressing modestly, we are sending the message that we want to earn reputation for our skills and expertise, not for the way we look. The way you dress shapes how people perceive you. But there is always that option of sticking to your own style and not let fashion dictate you.
CONCLUSION
If there’s one thing all of the women I spoke to agree on, it’s this: There is no one definition of what modest fashion means, but it essentially relates to having a degree of awareness when it comes to covering up parts of your body.
However, dressing modestly is not just about an outfit, but also about how you see yourself. It is not restricted by the attire, religion, gender or age; it is a belief that comes from within to build your self-esteem and gives you the strength to be different. Because it isn’t just a trend, it’s the way of dressing, a lifestyle, and way of expressing your style parallel to your way of life.
Arguably, the modest fashion movement has further provided an opportunity to empower all women. For many women, dressing modestly is a way to assert female empowerment and self-confidence. Michael Kors observed, “I am convinced that there is something far more alluring about women wearing things that give them confidence, that don’t make them feel as if they have to tug at their hemlines or yank at their straps.” Former Céline creative director Phoebe Philo, an early adapter to the modest dressing trend, eloquently said, “When you feel secure and comfortable and protected [by your clothes], you feel stronger.” Modest dressing, in other words, is an empowered choice
