Modest fashion is gaining increasing recognition in the international fashion industry. What was an underrepresented niche for years is now a serious and rapidly growing market in the international fashion industry. Modest fashion is now a segment that retailers, department stores and fashion houses can no longer ignore.
Esma Hmadouch and Leyla Mazouz are the founders of the styling platform The Modest Stylist. They have over ten years of experience styling modest fashion and a strong position within the modest community. They are therefore following developments in this area closely. Her mission is to make modest fashion accessible to every woman, regardless of background or origin.
They also founded their own brand Les Atelier three years ago, which is now sold in Dutch department store De Bijenkorf – a milestone that symbolizes the broader change in the Dutch retail market.
Modest fashion is conquering the world
It has been a fact for years that modest fashion is growing. According to Dinar Standard, the expected size of the modest fashion market in 2028 will be $433 billion (approximately €365 billion), according to the ‘State of the Global Islamic Economy 2025’ report by the consultancy specializing in growth strategies for the global Islamic economy. In 2023 it was $327 billion.
What is now changing and driving growth is recognition from the established fashion world. Major fashion weeks, international department stores and luxury retailers are taking modest fashion more and more seriously.
International department stores such as Galeries Lafayette in France, De Bijenkorf in the Netherlands, Selfridges in the UK and Bloomingdale’s in the USA are actively responding to this market. We are also seeing a historical shift on the catwalk. During New York Fashion Week, modest fashion brands were given a stage for the first time.
Brands like Atahari Wear and Amaria made their debut at the ‘Modest Now’ show. This was an initiative of Dina Barber and Fatima Yunus. Their mission is to take modest fashion to a global mainstream level. This is a historic moment. Modest fashion is no longer on the sidelines, but is a full-fledged part of the fashion industry.
Why retailers have to react now
For retailers, modest fashion requires a different way of shopping and presenting. The focus in retail is often on fixed peak periods such as December. However, the modest community has other important causes. These include in particular Ramadan, the month of fasting, and Eid al-Fitr, the festival marking the end of Ramadan. These periods shift annually.
Department stores typically shop for spring and summer during this period. However, they forget to take Ramadan (February 17th – March 19th, 20026) into account in their planning. Ramadan is a time of gathering, dinner, giving and beautifying oneself. Long, elegant dresses and festive modest outfits are particularly in demand during this time.
The end of Ramadan is traditionally an extremely busy time. It is customary to buy new clothes for Eid, both for adults and children. There is a clear opportunity here for retailers. Not only can you offer specialized modest brands, but you can also position and compose existing brands differently.
It is important for buyers not only to shop specifically for the modest community this month. You shouldn’t limit modest fashion to one season. Shopping for modest brands that are relevant year-round is strategically smart. Because this market continues to grow structurally.
The next phase of modest fashion
This growth is also evident at international retail events. Shoptalk is one of the largest retail events in the world. This year it brought together brands, retailers and technology in Abu Dhabi.
One of the most inspiring talks came from Michael Chalhoub, Director at Dubai-based luxury retailer Chalhoub Group. He emphasized how the organization is characterized by an extremely consumer-oriented way of working. While many retailers are closing stores, they are opening new department stores. They continuously analyze purchasing behavior and rely heavily on experience, lifestyle and social media. In this way, they respond to the actual wishes of consumers.
The focus is on close collaboration with brands and supporting consumers in making the right choice. The biggest investment, Chalhoub says, is in truly understanding Modest consumers. This fits with the movement that recognizes modest fashion in the fashion industry.
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