The Rise of Modest Fashion

As multiple hijabi models conquered the runway during FW and SS 2024, and pieces like Kaftans, long dresses, and headcovers were widely eyed, a general theme of modesty slowly overtakes fashion. Modest fashion has surpassed its existence solely on the runway and can be easily spotted in common fashion industries. But when did this modesty movement enter the fashion world, and what makes it this popular? Why, all of a sudden, are we scanning pieces with a wide spectrum of coverage when before, we were to believe in daring fashion? 

Saint Laurent, Spring Y24	Alaïa Winter-Spring Y24	Prabal Gurung FW Y24

The Origin:

While most agree on the fact that modest fashion originates from religious and cultural background, a recent rise in modesty is observed in other communities as well. As of 2010, modest fashion launched as a movement calling for the freedom and flexibility to choose clothing that makes women from conservative backgrounds comfortable expressing themselves through fashion, as said by Ayda Manhaz, celebrity and media lead at Mugler.

Historically, modesty has been an aspect of wealthy societies. As presented by the “Old Money” style, classic cuts, minimalism, and discreet branding rule the personal style of most inherently wealthy figures. Modern day examples are Carolina Herrera, Vivienne Westwood, and Stella McCartney.

Truth is modest fashion is not new, or sudden. However, there has to be a propeller or more to its speedy evolution.

The Catalysts:

A very prominent propeller of the spread of modest fashion is social media. Influencers like the Asad sisters, Omaya Zein, and Leena AlGhouti use Instagram as a virtual fashion diary. As their posts reach thousands, if not millions, they promote the idea of modest fashion. For example, Leena Asad has 1.5 M followers on Instagram, 527.4 K on TikTok, not to mention that many of her posts receive over 10 M likes.

Halima Aden wears Tommy Hilfiger before and during the show, 2024.	Nawal Sari wears Gucci Aria, 2022.	Maha Gondal (an influencer) styles a Versace mini skirt to fit her modest aesthetic.

Not only do these influencers promote modesty among their followers, but they also propel high-end fashion brands to account for modest pieces. Nawal Sari, a hijabi influencer based in Sydney was eyed wearing Gucci Aria in 2022. Halima Aden was interviewed wearing Tommy Hilfiger right before the latter’s Fall 2024 show. To be sponsored by designer brands is a clear statement of inclusion of modesty.

In both instances, the factor of layering prevails, which relates to what many modest influencers on TikTok believe in: layering to make any piece work. 

Another catalyst for modest fashion is increased self-awareness. Nowadays, societies are considerably educated on mental health, and are willing to invest in personal comfort. A Chinese study showed that increased modesty in dress and behavior is associated with higher self-esteem, higher emotional intelligence, and lower depression.  

In addition, brands recognize the demand for modest pieces as economic potential, which is also why we are observing more inclusivity in the fashion industry. The value of modest fashion industry is now estimated at $300,000 billion and is expected to reach $375,000 billion by 2025.

The Future:

As modesty graces the runway, signaling the end of the daring era of the naked dress, the future of modest fashion seems promising. This rapidly growing movement, celebrated for its inclusivity and diversity, shows no signs of slowing down. With each season down, fashion continues to evolve more towards embracing the values of modesty and elegance. In a world of constant change, one thing is certain: the runway will always be a stage for innovation and beauty. So, let's look forward to the exciting developments that lie ahead in the world of modest fashion!