The Middle East fashion market and the rise of modest fashion
In 2018, modest fashion stepped onto the global stage — not as a novelty, but as a signal. Its emergence wasn’t simply about fabric or cut, but about representation, identity, and the quiet force of a market too often underestimated. Since then, modest fashion has grown into a $277 billion industry, projected to reach $311 billion by 2024. And yet, much of the luxury sector has watched from the sidelines — cautious, curious, but largely uncommitted.
This hesitation is not due to a lack of opportunity. Muslim consumers spent over $2 trillion globally in 2019 across fashion, food, travel, and media — a figure expected to climb steadily in the years ahead. And while the pandemic introduced a momentary pause, recovery has been swift. By 2024, spending is forecast to reach $2.4 trillion, with fashion continuing to play a central role.
But data, while persuasive, doesn’t move brands. Stories do.
The story of modest fashion is one of ambition, creativity, and modern identity. Women seeking to dress with elegance and intention — whether for reasons of faith, personal comfort, or aesthetic preference — are shaping the style conversation far beyond the catwalk. And they are watching closely: not just what luxury houses produce, but how they listen, who they include, and whether their gestures reflect depth or opportunism.
This is where the dissonance lies. A surface-level engagement with modest fashion — the capsule Eid collection, the seasonal abaya edit — no longer suffices. Today’s consumer, particularly within the rising demographic of affluent young Muslims (sometimes dubbed “Generation M”), expects more: cultural fluency, authentic representation, and a values-aligned ethos that extends from sourcing to storytelling.
Visibility, in this context, is earned — not applied.
Attempts to enter the modest space without commitment often fall flat. It’s not about adding sleeves or lengthening hemlines. It’s about shifting perspective. Modesty is not one aesthetic — it is many. A woman might choose a minimalist silhouette one day, and a richly embroidered garment the next. Hijab may be part of her wardrobe, or not. And she may not be Muslim at all — a reality many brands still overlook.
As with all forms of identity-led fashion, nuance is non-negotiable.
In 2017, the launch of The Modist by Ghizlan Guenez marked a turning point — a rare instance of luxury and modesty meeting on equal terms. But even then, questions lingered. Was the industry ready to build something lasting, or merely riding a cultural wave? As Alia Khan, founder of the Islamic Fashion Council, noted at the time:
Brands may be done with it after a couple of seasons, but this audience is not done with dressing modestly.
The opportunity was — and remains — long-term.
So, what would a meaningful shift look like?
It begins with listening. With assembling teams that reflect the communities they wish to serve. With partnerships built not around tokenism, but around trust. From design to distribution, from Ramadan campaigns to sourcing transparency, the brands that will lead in this space are those who engage with integrity.
The concept of halal, once narrowly defined, now encompasses broader principles: sustainability, ethical labor, conscious consumption. For a brand to be credible in this market, its operations must align with the values of its audience — not just in messaging, but in method.
This isn’t about trend. It’s about alignment.
Luxury has always been about distinction — not only in material, but in meaning. To engage the modest fashion market with grace and longevity, brands must move beyond performative inclusion and towards a deeper, more strategic commitment.
Because modest fashion is not a niche. It is a global narrative in motion. And those who understand how to participate — with sensitivity, with sophistication, and with vision — will not only unlock a market. They will shape a movement.
Leave a comment: