Photos: Nordstrom/Henna & Hijabs
Will modest fashion become a mainstream retail opportunity?
American Dream, the mega entertainment and retail complex in East Rutherford, NJ, announced plans to open The Address, billed as “the world’s first modest fashion department store” for Muslims, Orthodox Jews and others requiring or seeking cover-up styles.
The 55,000-square-foot space will sell “the world’s most sought-after modest brands” and feature weekly events, fashion shows and personal styling services.
“We know the modest trend has seen a global boom in mainstream fashion in recent years,” said American Dream CEO Don Ghermezian, in a press release. “This is a movement, and these savvy shoppers remain underserved by brick-and-mortar stores.”
Modest garments are usually defined by higher necklines, longer hemlines and sleeves, and looser fits, and are often worn for religious reasons. Some branches of Christianity and Orthodox Judaism subscribe to a way of dressing that is not revealing, but modest fashion is inextricably linked with the Islamic religion.
The fashion trend erupted after Dolce & Gabbana released a collection of hijabs and abayas (ankle-length robes) in 2016 targeting Muslim shoppers in the Middle East, followed by similar collections from other fashion houses. Nike, H&M, Mango, ASOS, Gap, DKNY and Uniqlo have also put out modest themed lines, although the product is primarily sold in small, local boutiques or online.
The trend has been bolstered by the arrival of more style and choice options, including more relaxed dressing options over head-to-toe burkas. Raising awareness have been younger consumers showcasing their matching, layered approaches to modest dressing on TikTok, according to Vogue Fashion.
Recent growth has also been boosted by more women looking to wear modest fashion as a personal preference, including for comfort. Some see the trend as a return to more discreet, less sexualized clothing and possibly a response to the #MeToo movement.
Moda writes, “While women have used revealing clothing as a means of liberation from societal constraints, it seems as though the male gaze has caught up and has capitalized on women’s sexuality. Thus, by dressing modestly, women may once again become liberated. It is a means of rejecting the male gaze and having confidence in one’s own body.”
- The Address
- American Dream Unveils New Retail Concept – RLI
- American Dream’s latest: H Mart, ‘world’s 1st’ modest fashion department store – NJBIZ
- Dreaming Up a Department Store for Less Skin-revealing Clothes – WWD
- TikTokers are changing the narrative around modest fashion – Vogue Business
- Modest fashion is on the rise, so here are the best modest fashion brands to have on your radar – Glamour Magazine
- On-Trend: Why Modest Fashion Is Both A Movement And An Entrepreneurial Opportunity – Forbes
- The Rise of Modest Fashion – Moda
- Catwalk cover-up: how the west is falling for modest fashion – The Guardian
- Why Modest Fashion Is Big Business – StyleSage
Discussion Questions
DISCUSSION QUESTIONS: Do you see modest fashion expanding into the mainstream or remaining a niche opportunity? How much do you attribute the modest fashion trend to the increasing appeal of demure and less-sexualized dressing?
Poll
Loading …BrainTrust
Georganne Bender
Principal, KIZER & BENDER Speaking
Liza Amlani
Principal and Founder, Retail Strategy Group
Retailers who know who their customers are will serve them with the product they want, including fashion that is modest. In neighborhoods and communities that require more modest choices they should have an opportunity to shop where they feel most seen. The same goes for customers looking for extended sizes in petite or plus. It all comes down to if the retailer is listening and driving a merchandising strategy grounded in what the customer truly wants.
Modest fashion is a niche and it’s important to understand where there is demand and assort (and staff) stores accordingly.
This all depends on how you define modest fashion. As part of a wider trend that’s been adopted by retailers and brands because it has diffused into the mainstream I can see this becoming more significant, at least until it is replaced by the next trend. This isn’t anything new. Hemlines, sleeve length, and so forth have always changed with times and tastes. As a specific offer for those who wish to dress conservatively for religious or moral reasons, I can see modest fashion becoming more common — adopted by more brands and retailers — but perhaps not predominant.
It makes sense to take modest fashion stores mainstream. Every woman deserves a convenient and comfortable place to shop.
In NYC, this modest look is getting more accepted with fewer disapproving looks by bystanders. While I don’t think it will become mainstream, I am confident those outside the target customers will wear it.
For reasons I don’t know, I have been seeing videos on my feeds showing different women how to wrap a hijab in many fashionable ways.
This is a niche market, but one that I think is important. Customers who are looking for modest but fashionable apparel have been underserved in a big way. I think the response will be positive and, with the growth of these communities in U.S., I think this idea has merit. I suspect that there will also be a crossover from women who just don’t like wearing revealing clothing.
Metro Detroit has a large Middle Eastern community and other groups that favor modest fashions, so it might make sense here. As Liza Amlani notes, smart retailers know their customers, know what they want, and provide a broad range of choices to address those wants and needs.
Modest fashion has grown into one of the most in-demand sectors and is currently valued at $277 billion, estimated to reach $311 billion by 2024. Modest fashion brands can cultivate new business opportunities with existing and new clients by promoting fashion ideas that align with consumer needs, preference and brand objectives. It all come down to knowing your audience, segmenting data to target right audience and identifying right retail locations. Modest fashion has a potential to grow just like halal food, halal cosmetics, plus size clothing, adaptive clothing and Islamic financing sector. This trend will continue to accelerate, as modest fashion consumers are spread across different continents and year-on-year growth in North American continent.
Sure stores could carry such merchandise, but would the people who buy it feel comfortable shopping alongside people buying halter tops, stiletto heels, or sequined gowns? A “Forever XXi” branded “hijab”? I’m having trouble seeing it working.