Retailers take note: modest fashion is here to stay

Modest fashion is gaining increasing recognition within the international fashion industry. What was a neglected niche for years is now a serious and rapidly growing market within the international fashion industry. Modest fashion has become a segment that retailers, department stores, and fashion houses can no longer ignore.

Modest fashion takes on the world

The growth of modest fashion has been a fact for years. According to the Dinar Standard, the modest fashion market is expected to reach 433 billion dollars by 2028. What is changing now is the recognition from the established fashion world. Major fashion weeks, international department stores and luxury retailers are taking modest fashion increasingly seriously.

Department stores such as Galeries Lafayette, de Bijenkorf, Selfridges and Bloomingdale’s are actively catering to this market. We are also seeing a historic shift on the catwalk. During New York Fashion Week, modest fashion brands were given a platform for the first time. Brands like Atahari Wear and Amaria made their debut during the “Modest Now” show. This was an initiative by Dina Barber and Fatima Yunus, with the mission to elevate modest fashion to a global, mainstream level. This is a historic moment that is no longer on the sidelines, but is an integral part of the fashion industry.

Why retailers must act now

For retailers, modest fashion requires a different approach to buying and presentation. While retail often focuses on fixed peak periods like December, the modest community has other important moments. These are notably Ramadan (the month of fasting) and Eid al-Fitr (the celebration at the end of Ramadan), periods that shift annually.

Department stores typically buy for spring and summer during this time. However, they often forget to account for Ramadan in their planning. This is a period of gatherings, dinners, gift-giving and dressing up. Long, elegant dresses and festive modest outfits are particularly sought after during this time.

The end of Ramadan is traditionally an extremely busy period. It is customary to buy new clothes for Eid, for both adults and children. This presents a clear opportunity for retailers. They can position and curate existing brands differently, alongside specialised modest brands.

For buyers, it is important to buy specifically for the modest community beyond this month, without limiting modest fashion to a single season. Sourcing modest brands that are relevant year-round is a smart strategy, as this market continues to grow structurally.

Next phase of modest fashion

This growth is also becoming visible at international retail events. Shoptalk, one of the world's largest retail events, brought brands, retailers and technology together in Abu Dhabi this year. It was an exceptionally luxurious edition, held at the Mandarin Oriental Hotel. It featured modest brands like LES Atelier and other participants from around the world who gathered in the Middle East.

One of the most inspiring talks came from Michael Chalhoub of the “Chalhoub Group”. He has been active as director for over a year. He emphasised how the organisation distinguishes itself by being extremely consumer-centric. While many retailers are closing stores, they are opening new department stores. By continuously analysing purchasing behaviour and focusing heavily on experience, lifestyle and social media, they cater to what the consumer truly wants.

Close collaboration with brands and guiding consumers in making the right choices are central to this approach. According to Chalhoub, the biggest investment therefore lies in truly understanding the modest consumer. This aligns with the movement that recognises modest fashion in the fashion industry.