Modest is the new elegant

CAIRO – 11 June 2017: The modest fashion industry is starting to get recognition by brands in the west this year. It began in Istanbul and spread to London, and from Dubai to New York.

The London Modest fashion show was first showcased on February 18, 2017, with Sky News calling modest fashion the “fastest-growing consumer market.”

Conservative clothes are made mainly for Muslim women, but as Sky News reported, retailers have said modest clothing is becoming more and more popular for a variety of women from different backgrounds.

Retailers and brands are starting to pick up on the value of modest fashion due to the fast-growing market share. DKNY, Tommy Hilfiger, Zara, Mango, Nike and many others have begun creating modern and modest apparel.

In early March Nike introduced their hijab collection after veiled model Halim Adena walked the runway in Milan for Max Mara. Adena told the Telegraph on March 8 that she never thought a woman wearing a hijab could become a model.

Nike developed its first high-performance hijab made of a sportswear mesh fabric with tiny holes that helps the fabric breathe, the Telegraph reported. The project took Nike a year to produce due to the amount of research they conducted by studying Islamic culture, the report added.

The Nike campaign generated a lot of buzz and drew support from many Muslim athletes.

Similarly, DKNY released its first modest clothing line for Ramadan in 2014, and have since released a new modest fashion line every year. According to the Independent, DKNY was one of the first international brands to recognize modest clothing in the Middle East and the world.