Fashion

The modest revolution

Modest fashion in recent years has become big business, with mainstream brands starting to take note. L’Officiel Arabia takes a look at the recent modest fashion boom
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Modest fashion in recent years has become big business, with mainstream brands starting to take note. L’Officiel Arabia takes a look at the recent modest fashion boom

Last month, leading international fashion website ASOS announced that it was branching out into modest fashion. Although the move might have come as a surprise to some, for those in the know - particularly in the Middle East - the revamped modest fashion industry is big business.

The new launch is in partnership is with Verona Collection, which is already stocked in US stores such as Macy’s and available online direct, via the modest fashion label’s website. Speaking about the new launch, Hassan Mawji, the director of Verona Collection said “Our partnership with ASOS marks a big milestone for Verona and the modest fashion industry – we’ve carefully curated this collection with ASOS and we’re excited about the opportunities this opens up”.

The collection available on the international site - which ships free-of-charge to the UAE - includes beautiful block colour jumpsuits, maxi dresses, print and stripe designs along with a headscarf range. The decision follows high street brand H&M’s move into the modest fashion sector in 2018, along with modest athleisure from Nike, and high-end designs from Dolce & Gabbana, Tommy Hilfiger and DKNY. It’s not difficult to see why the biggest names in the industry have got behind the modest revolution. The industry is currently estimated to be worth over AED 8.84 billion dirhams, which according to the Thomson Reuter State of the Global Islamic Economy report, it is expected to rise to more than AED 13.5 billion dirhams by 2021.

To read the full story, pick up the May issue of L'Officiel Arabia.

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