Fashion What is “modest fashion” that is gaining momentum around the world

In a nutshell, modest fashion – this is clothing that hides the naked body and features of the figure. However, why prominent designers should fight for those who deliberately limit themselves in the choice of clothes and why today almost no show can do without taking into account these consumers, we say right now.

Modest fashion is inextricably linked to the religious ideas of different faiths about what they can afford to show. decent woman. And it’s not just about Muslim women – followers of Judaism and Christianity, who follow traditions, also cover their hair and hide their figures. Today, however, this trend extends far beyond conservative countries.

Thus, in 2016, the fashion world began to talk about modest fashion in a broader sense. Now it is the choice not only of religious women, but also of those who support feminism and the #MeToo movement. Girls who are trying to eradicate something like male eyes (portrayal of women in cinema, literature and art as sex objects for heterosexual men), dress modestly, avoid revealing the body. Modest fashion thus received a social undertone.

The popularity of modest fashion today is ensured by millionaire influencers on Instagram (the social network is recognized as extremist and banned in the Russian Federation) and fashion houses that share the aesthetics of modesty. The style is gaining momentum every year, and according to British analytics firm Edited, interest outside the UAE has grown by 15% since 2017. And judging by the latest shows – Gucci, Dior, Iceberg, Jil Sander – it will only grow.

In addition, designers who create long sleeves and midi skirts have gained a new, solvent audience. Muslim women alone will spend $368 billion on “modest” wardrobes by 2021, according to the State of the World Islamic Economy report.

Both the mass market and designers are exploiting the potential of the niche market: there are lines for Muslim athletes, limited collections especially for Ramadan. Some brands have included hijab-wearing girls in their ad campaigns, causing widespread public outrage.

Adherents of modest fashion are no longer limited to veils and maxi lengths: turbans, golet skirts, layered outfits, dresses of various cuts and bright colors, but also turtlenecks, tunics, jackets, gauze pants and even jeans – all of this can easily fit. the “modest woman’s” wardrobe. Accessories can be noted as a separate item – women boldly experiment with both unusual eyeglass frames and bright bags and shoes. Playing with modest wardrobe pieces is perhaps even more interesting than revealing tops and dresses – the style requires creativity and a certain amount of ingenuity.

Good examples of stylish “shy girls” can be found among Arab bloggers such as Dubai-based Anum Bashir, author of the blog Desert Mannequin, Amsterdam beauty Howla Bumeshuli, Palestinian-Puerto-American Maria Alia or Russian-Algerian vlogger Nabiila Bi, whose modest fashion videos have over 16 million views.

Adherents of this trend also include successful businesswomen.

TEXT: Polina Bulgáková

Photo: Getty images, social networks