2018 has so far been the year of women’s empowerment. The pink spotlight shone on a number of viral campaigns such as #metoo and #timesup. This feminist trend gives modest fashion renewed relevance, a movement which has been gathering momentum over the past 2 years. What appeared to have started as a social media hashtag has exploded into a movement which goes beyond religious dress-code. Now it’s soaring through the entire fashion industry making a lot brands question why they hadn’t paid attention earlier.
According to the Global Islamic Economy Report, the Muslim fashion spend in the UK alone is estimated to reach $467 billion by 2020.
If brands play their cards right and don’t see this is a passing fad, there’s opportunity for modest fashion to reach a much wider audience, one which isn’t limited by religion, but instead offers a fashion ideal which can be worn by all.
Here are the top 3 things you need to know about modest fashion.
1) Modest fashion isn’t just for Muslims
Modest fashion has for a long time been considered niche. But now it’s going mainstream. Brands need to understand that modest fashion isn’t just aimed at the Muslim market. It isn’t about promoting the hijab or ‘liberating’ women from it. It’s about covering yourself stylishly; loose clothing which covers and does not accentuate features. Think wide-leg trousers over skinny jeans. Whilst modest fashion has been popular in the Muslim community, it’s been as influential amongst Christian and Jewish women and now it’s appealing to women even more widely.
According to Lyst, a data-crunching fashion search engine, searches for terms such as “high neck” or “long sleeve” increased by 40% and 52% over the past six months.
Whilst notable Muslim models such as Mariah Idriss and Halima Aden have been great ambassadors of the movement, there’s potential for greater reach: the notion will certainly appeal to the mass. Although modest fashion has become a buzzword, brands need to understand the concept and then embed it in their mindset and approach to consumers. Bringing out a collection called, ‘the modest range’, won’t work.
2) Big fashion labels are already on it
Designer hijabs were prevalent at the catwalks in this year’s London Fashion Week, but there was also Modest Fashion Week, which coincided in London. It’s now in its second year. The event aims to ‘shake off the clichés that surround modest dressing by celebrating and showcasing modern modest designers from around the world’, according to Vogue.
Big labels have started to put out ‘modest’ lines. Dolce & Gabanna debuted its designer hijabs 2 years ago and received an overwhelming reception. Uniqlo has been putting out seasonal collaborative collections with Muslim designer Hana Tajima since 2015, ‘offering comfortable, versatile clothing for all women of all backgrounds, regardless of age, race, culture, or belief.’
Nike also released its much anticipated Pro Hijab in December 2017, filling a gap in the market. Muslim women had long struggled to find the right garments to wear for sport that were breathable.
Given that modest fashion has been in the spotlight on the catwalks, it’s likely that you’ll soon start to see much more of this clothing on the high street. Brands need to keep in mind when showcasing or discussing modest fashion that the audience is wide and eclectic and therefore the models and the language of the campaigns should be too.
3) Social Media is the key to this market
Social media has been a huge platform for modest fashion and it’s where you need to be on top of the trends and reach out to this consumer base. Instagram especially is where women have been able to take the stage and create and show off their unique sense of style.
Maisha, a recent Law graduate from London who has become an influential modest fashion blogger on Instagram, stated that, “More brands need to get behind this, there are currently not enough.” Women like Maisha have become influencers and now have a huge following. It’s this community which holds a great deal of power. Their outfits are often an eclectic mix of brands, and they direct their followers to them.
Since Instagram and Shopify joined forces in October 2017, companies are now able to sell their products through Instagram, making it a much more influential and powerful network. It provides a direct and personal shopping experience which brings the consumer closer to the brands.
Conclusion
Don’t assume modest fashion is a passing trend or fad. It means more than stylish hijabs and has entered into all forms of apparel from sportswear to formal wear. It has become a lifestyle. Brands need to keep this movement on their radar and consider how to best speak to this consumer group, whilst also exploring opportunities it may present to strengthen their relationship with their established female customers.
