From Looser Styles to Luxury Brands, the Rise of Modest Fashion Reflects a Growing Desire for Personal Liberty and Empowerment

Despite criticism from politicians, the demand for modest fashion is surging globally, driven by a growing number of consumers who are seeking to express their personal style and values. Influenced by Islam and other religions, modest fashion has evolved into a mainstream fashion subculture, with luxury brands and big tech companies taking notice.

According to recent research by Bath Spa University, the market for modest fashion is expected to grow significantly, with a projected increase in sales from €56.8 billion to €72.5 billion between 2021 and 2025. The UK market is expected to account for 17.2% of this growth, with 6.5% of consumers identifying as Muslim.

Dr. Samreen Ashraf, a leading researcher on modest fashion, attributes the growth to a desire among women to avoid objectification and to express their personal identity. “It’s not just women with strong religious beliefs,” she said. “Women who have faced body shaming or body dysmorphia, who don’t have any belief, turn towards modest fashion’s more flowing designs.”

The rise of modest fashion has also been driven by social media, with Muslim influencers on TikTok exceeding 125 million views in 2023. The purchasing power of Muslim shoppers, including from wealthy Gulf states, has led luxury brands to enter the market, joining independent Muslim retailers and female entrepreneurs worldwide.

The aesthetic of modest fashion overlaps with “quiet luxury” and “old money” styles, with longer hemlines and looser styles becoming increasingly popular. According to Vogue Arabia, the trend is not limited to Muslim consumers, but is also being adopted by women from other faiths and backgrounds who are seeking to express their personal style and values.

Despite the growing demand for modest fashion, politicians in the UK have continued to criticize the burqa and the hijab, with some calling for a ban. However, experts say that such statements only serve to undermine the rights of Muslim women and to perpetuate Islamophobia.

“The market remains underserved, with issues around clear labelling from big brands and affordability with smaller suppliers,” said Dr. Ashraf. “But the growth of modest fashion is a positive development, reflecting a growing desire for personal liberty and empowerment among women.”

In fact, the growth of modest fashion is not limited to the UK or Europe. According to a 2023 study by Bournemouth University, the global demand for modest fashion is expected to continue to rise, driven by the increasing purchasing power of Muslim consumers and the growing popularity of modest fashion among women from other faiths and backgrounds.

As the modest fashion market continues to grow, experts say that it is essential to address the issues of clear labelling and affordability. “We need to see more transparency from big brands and a greater commitment to affordability from smaller suppliers,” said Dr. Ashraf. “Only then can we ensure that the growth of modest fashion is inclusive and accessible to all.”

Ultimately, the rise of modest fashion reflects a growing desire among women to express their personal style and values, and to challenge societal norms and expectations. As the market continues to grow, it is essential that we prioritize inclusivity, accessibility, and dive