Modest Dressing: The Research, The Problems & The Solutions

Beginning 3rd year of my bachelor degree in Fashion Communication and Promotion at Nottingham Trent University, I have decided to base my research report/”dissertation” on Modest Fashion; after seeing this trend rising globally and its market developing & expanding. “In the past years maybe Muslim women were used to buying just their type of clothes and have a traditional look, but now they buy from all over the world and any kind of brand and they mix western clothes as they prefer” – Chiara Taffarello (founder of Munamer).

“It’s not about the lack of availability of product, it’s the fact that this woman (consumer) has to go through hundreds of products to find what it is that she’s looking for” – Ghizian Guenez (founder of The Modest).

Modest fashion has developed into retailers – including the likes of Primark, PLT and Uniqlo, also with high-end brands – such as Gucci and Dolce & Gabbana, but what are they doing wrong? Why is this market still not being communicated to correctly, and how can this be improved upon, and hopefully result in a change in the fashion industry?

Although high-street brands are beginning to tap into this clothing style and its consumer market, it doesn’t feel authentic; rather communicating to this consumer group, they are completing this to tick a box, and sell! “I think immodesty is overappreciated and over hyped, some more modest clothing should be available in summer.” – Shazreah, 2020.

There is also the ongoing issue that Modest Dressing is seen as something only available/worn by Muslim consumers, women who cover up due to their religious values and beliefs, but this is simply not the truth, “we don’t define it (modest fashion) because it is such a wide spectrum” – Ghizian Guenez (founder of The Modest). Modest fashion is for all types of consumers, young/old, plus size/petite/tall, muslims/christians/atheists, the list goes on. Why do people dress modestly? Functionality, aesthetics, occasions, seasons, beliefs – there is not one particular reason.

It is about finding a piece of clothing that represents your style, to make a consumer feel part of fashion, so she/he can express themselves in the way they want to. “Finding something fashionable but also conservative” – Ghizian Guenez (founder of The Modest).

But how can modest fashion be improved in the fashion industry? How can brands adapt to market all styles for all consumers? Well, the same way plus size, maternity, tall or petite consumers are communicated to, of course these groups of consumers were once not marketed to in the same way other groups are, but this changed as society and technology changed. There is a great acceptance to plus size women in the media, which then creates a need in the market. There will always be a need in the fashion market for modest consumers, but it is not widely accepted in society: cultural appropriation, racism, islamophobia, politics, judgement, all reasons why there is an underlining hatred to these consumers.

It is about seeing the issue face on, and adapting yourself to create acceptance and make this issue, a resolution. Brands need to embed this acceptance into their brand ethos, to tackle the problem – NOT just provide a small collection of garments, and think that’s enough.

“It is very difficult to find ‘modest clothes’ that are fashionable and also cover your body. It feels like you either have to make a decision between fashion or modesty.” – Rahima, 2020.