WOMEN FROM DIFFERENT CULTURES ARE EMBRACING MODEST DRESSING. COULD THIS BE A GLOBAL MOVEMENT ON THE RISE?
There's a new wave of feminism which proves to show that an empowered woman is no longer subject to specific definitions nor must she live by a specific set of preset values. These days, avenues are popping up which allow women to create and express their own definition. Fashion is one of them.
This trend dubbed 'The Modest Movement' is now gaining steam and different fashion brands are keying into this rising market segment by launching bespoke modest fashion collection. They are forced to think strategically about how to appeal to observant women with numerous religious and cultural backgrounds or women who want to dress elegant in pieces that are elegant and not too exposing.
There's no doubt that this began from the Arab nations were women wear hijabs and dresses with high necklines and low hemlines and also from Asian countries. This is a growing market and the growing chorus of voices demanding more choices can't be ignored.
This month, supermodel Gigi Hadid features on the cover of the newly launched Vogue Arabia in a diamond encrusted hijab. This brought mixed reactions.
Of the brands that are providing solution to modestly dressed women, we have Ghizlan Guenez, Founder and CEO, The Modist, a new e-commerce venture that caters to the modest fashion market.
According to Guenez
"Our woman might be a banker who wants a power suit or the piece that will take her from morning to evening, that's elegant and not too exposing. She might also be a mother attending her daughter's wedding, or a university student in Dubai who's trendy, but dressed modestly for cultural reasons. The women I grew up with are modern and fashionable, but happen to dress this way. My mother, my cousins... they'd have to go from one store to another looking for pieces that could work for them. I realised there had to be a solution.It was after witnessing the frustration of women around her first hand that Guenez first conceived The Modist."
Halima Aden 2nd row, contested for Miss Minessota in her modest dress and hijab. She has now won different modeling contract.
Fashion brands in Africa can take advantage of this as this continent is as a huge market. The smart ones can leverage on this trend to export African fashion to developed nations.