Contemporary modesty transforms mainstream fashion

The lucrative fashion industry exists in constant flux where styles plus trends perpetually evolve. Wearing Birkenstocks may secure social acceptance, but sporting early 2000s bell-bottoms risks metaphorical exclusion before entering the room. Trends dominating runways or modest fashion influencer posts also determine architecture, future interior décor, related industries. Given narratives surrounding Islam informed by major media houses, very few predicted modest fashion’s rise.

Historical exclusion fueled innovative demand

Nearly a decade ago, Muslim women struggled finding modest clothing in department stores that was loose, non-transparent, able to cover appropriately. Beyond scarcity, Muslim women faced purposeful exclusion plus continuous policing. From lack of representation in media alongside fashion houses, to imprisonment plus fines for donning hijabs, Muslim women were—remain—othered. Three key factors explored include the fashion industry, media, the halal market.

Disclaimer: Modest fashion encompasses wide variety of styles, taking different interpretations for different people. Although frequently associated with Muslim women, it also includes—appeals to—women of all faiths plus cultural backgrounds. Essentially, modest fashion prioritizes coverage.

Retailers recognize billion-dollar opportunity

Initially, modest fashion arose from inclusion needs. While styles typically feature higher necklines alongside longer hemlines, the modest fashion industry challenges perceptions about clothing. Major retail outlets play prominent roles.

According to a 2018 Thomson Reuters plus DinarStandard report, $270 billion was spent by Muslim consumers on modest fashion in 2017. The report projects 4.8 percent year-on-year growth, estimating sales reaching $402 billion by 2024. Fashion brands noted the growing trend, many rushing to cater to the relatively untapped global billion-dollar industry.

Economic crisis catalyzed strategic shift

Since 2008’s economic crises, former senior vice-president of Gucci, Alexandra Gillespie, mentioned that 2009 was the worst year on record for luxury sectors. Recession aftermath prompted fiscal difficulties, leading Gillespie to declare the moment was for defining plus redefining brands rather than panicking.

The fashion industry undertook massive overhauls, with designer houses now featuring styles appealing to Middle Eastern plus Russian target markets. During recession periods, Russia flourished from crude price spikes while the Middle East benefited from oil revenues.

Middle East emerges as fashion powerhouse

Over the past decade, haute couture demand in the Middle East increased substantially. Moreover, its modest fashion market experienced massive retail sector growth, outperforming Russian plus Chinese markets. In 2016, when Dolce & Gabbana launched their abaya plus hijab collection, Forbes called it their smartest move in years. Hermes chief executive Thomas Patrick told Reuters that between 2009 through 2011, the Middle East generated 30–35% of the brand’s annual sales. Fashion industry expert Jeffry Aronnson stated that women from the Middle East represent top buyers, likely remaining so. In later years, Nike joined the modest fashion movement by releasing modest sports plus swimwear collections.

Hijabi influencers claim center stage

To successfully tap into the near $368 billion treasure trove of modest fashion, fashion brands had to include fashion-conscious Muslim women already taking center stage of the hijabi fashion movement. However, Muslim women don’t constitute a monolithic entity—what a fashion-conscious Muslim woman looks like in the Middle East differs completely from one in the United States.

With YouTube’s advent nearly over a decade ago, Muslim women like Dina Torkia took to the platform, combining two important elements for them—modesty plus fashion. Nearly ten years later, inspired hijabi influencers followed suit, emerging in thousands across social media platforms.

Breakthrough campaigns celebrate diversity

In 2013, blogger Mariah Idrissi was scouted by H&M for their fashion campaign centered around inclusivity entitled “fashion has no rules.” Being the first headscarf-clad model, Idrissi was championed for her significant achievement.

In 2016, with over 92 million views, Dina Torkia received recognition for bringing more diversity to the fashion industry, being named among YouTube’s Creators for Change—a global initiative dedicated to amplifying young YouTubers using channels for social change while promoting tolerance plus empathy messages.

The hijabi influencer was regarded as unstoppable, with brands applauded for innovation plus courage in creating modest wear collections.

Fashion as spiritual expression

In an interview with Goltune, Modest Fashion Designer Hana Tajima was asked about connections between modesty, fashion, religion. Tajima noted it concerns self-expression, connecting with something beyond oneself. While religious art proves most interesting precisely because it’s not art for art’s sake—it’s devotional submission to something greater. Similar to religious art, for Muslim women, dressing modestly can be likened to devotion plus acts of submission.

Halal industry integration expands reach

Food plus beverages constitute the largest sector of revenue for halal markets. According to a DinarStandard report, Muslims spent an estimated $2.2 trillion on halal plus Islamic lifestyle sectors, 10% of which is accredited to modest fashion sectors. While largely untapped, many brands jump on the modest fashion wave. In places including the Gulf, Turkey, Indonesia, sales figures suggest steady increases in the lucrative global market. According to the Islamic Fashion & Design Council, modest fashion consumption leads with Turkey over $25 billion per annum, followed by Iran, Indonesia, Egypt, Saudi Arabia, then Pakistan.

Freedom through faithful expression

Within the modest fashion industry, freedom of expression flourishes. While not limited to particular cultures or ethnicities, Muslim women are considered trailblazers for the growing global market, transforming religious observance into mainstream fashion statements that resonate across diverse consumer segments seeking both style plus substance aligned with personal values.

Original Article:

Abdullah, T. (2025, October 9). The rise of halal fashion. Retrieved from https://halalwatch.us/the-rise-of-halal-fashion/