Source: Halal Focus

Osaka, Japan – Abu Dhabi is set to host the landmark 10th edition of Modest Fashion Week this month, solidifying the movement’s place in the global fashion landscape. What began as a niche concept has evolved into a powerful international industry, with Muslim spending on fashion projected to reach $428 billion by 2027, according to DinarStandard’s State of the Global Islamic Economy Report.

The traveling fashion showcase, which has previously been held in cities including Dubai, Riyadh, Istanbul, Amsterdam, and Jakarta, represents a significant alternative to the traditional “big four” fashion weeks of New York, London, Milan, and Paris. This milestone event brings together brands from across the world with a shared focus on skin-covering apparel that aligns with religious and cultural values while embracing contemporary style.

Halima Aden: A Leading Voice in Modest Fashion

“Dedicated modest fashion weeks are essential because they create a space where our community isn’t an afterthought – we’re the main event,” explains Halima Aden, one of the movement’s most recognized faces. Born in a Kenyan refugee camp, Aden has become a trailblazer in the fashion industry since her 2016 runway debut at New York Fashion Week.

As the first veiled model on a Vogue cover and the first hijab-wearing model to star in a Sports Illustrated shoot, Aden has consistently championed modest fashion while walking for major labels including Tommy Hilfiger, Max Mara, and Alberta Ferretti. For the upcoming Abu Dhabi event, she has partnered with Turkish label Marina to create a collection celebrating individuality within modesty.

“In mainstream fashion, modesty is often boxed into a seasonal trend, but platforms like this give designers, models and consumers the chance to engage with modest fashion on our own terms,” Aden notes. “It isn’t just about clothes; it’s about storytelling, identity and representation.”

The Gulf at the Epicenter of a Growing Movement

The Gulf region has emerged as the natural epicenter of this retail revolution, with homegrown brands achieving success both regionally and internationally.

“The GCC is a global fashion powerhouse, boasting impressive growth and a surge of talented entrepreneurs, designers and influencers in the modest fashion space,” explains Emirati designer Rabia Zargarpur, who served on the advisory board for the inaugural Modest Fashion Week in Istanbul in 2016 and was creative director of Dubai’s first Modest Fashion Week in 2017.

To foster continued growth in the sector, Zargarpur established the Modest Fashion Academy, offering masterclasses and workshops to help aspiring designers and entrepreneurs develop their businesses. “Professional guidance is essential for fashion labels to thrive and gain recognition in the industry. It’s a business, not just a creative outlet,” she emphasizes.

Turkish organizer of Modest Fashion Week, Ozlem Sahin, describes the Abu Dhabi event as more than just a showcase. “It’s a platform that brings designers together with government entities, retailers, press and consumers to maximize opportunities for growth,” she says, adding that “the UAE is one of the world’s leading modest fashion capitals.”

Evolving Perspectives on Modest Fashion

While the modest fashion movement continues to gain momentum globally, some industry insiders question whether the approach to modesty should be reconsidered. Dubai-based stylist Junaynah El Guthmy suggests that the region should take a more prominent leadership role in defining modesty rather than following external influences.

“Accepting a small role in this space risks undermining the significance of modesty, which is a core aspect of MENA society,” El Guthmy believes. She questions whether separate modesty-themed fashion weeks and exclusive modesty-focused collections (often released only during Ramadan) from Western brands might inadvertently keep modest fashion relegated to a niche category rather than integrating it into mainstream offerings.

Norwegian-Somali model Rawdah Mohamed, who started the #handsoffmyhijab campaign in 2021, takes a different view. “Modest fashion is not a separate entity from the rest of fashion,” she says. “It all coexists, as a global phenomenon where the evolving styles and designs in clothing transcend regional and cultural boundaries.”

Mohamed, who has walked at Oslo, Copenhagen, and Paris Fashion Weeks, will attend the Abu Dhabi event to present her collaboration with Turkish label Imannoor. “Having a stable functioning community where different creatives can uplift, inspire and work together is essential for the future development and survival of the industry,” she explains.

Beyond Fashion: Values and Ethics

UAE-based model Mariah Idrissi, who became the world’s first hijab-wearing model in a global campaign when recruited by H&M in 2015, hopes to see a renewed focus on the core values of modesty rather than just its commercialization.

Idrissi believes the movement sometimes strays from its faith-based foundations and emphasizes that practices like fast fashion fundamentally contradict Islamic ideals. “I want to draw more attention to the importance of sustainability and ethical practices in brands that are labelled ‘modest,'” she says, arguing that ethical alignment should extend through the entire production process.

While Muslim spending power may drive much of the modest fashion industry, the movement has attracted women of various faiths and non-religious backgrounds. “Some embrace it for personal comfort, others for professional settings, and some as a form of rebellion against hypersexualized fashion norms,” Aden points out. “It’s a movement driven by autonomy: choosing how much to reveal rather than being told what’s acceptable.”

Evolution of Aesthetic and Global Impact

The modest fashion movement has evolved considerably since its early days when elegance and femininity were its defining characteristics. Today’s modest fashion encompasses diverse niches including swimwear, activewear, and creative layering techniques that push boundaries while maintaining coverage.

The impact extends beyond just clothing options. “Seeing hijabi women grace global campaigns, not as a one-time marketing move but as a reflection of real consumers, has been huge,” says Aden. “Witnessing young girls feel seen and celebrated – whether it’s through a Barbie doll wearing a hijab or a major runway moment – makes it all worth it. The impact isn’t just about visibility; it’s about shifting mindsets and expanding beauty standards.”

As the 10th Modest Fashion Week approaches in Abu Dhabi, the event not only celebrates how far the movement has come but also signals its continued growth and evolving place in the global fashion industry.

Original Articles:

halalfocus.com. (n.d.). Modest Fashion Week is Coming to Abu Dhabi – Here’s an Update on This Global Style Movement. Retrieved April 10, 2025, from https://www.halaltimes.com/sis-shay-malaysias-virtual-hijabi-educator-by-mbcs-and-safi/