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Fashion
Published: 8 Mar 2017

Modest Goes Mainstream: The Modist & Nike

Extra
L-R: The Modist Website, Nike Hijab

The first global online destination for luxury modest fashion has launched on International Women’s Day 2017. The first e-commerce site of its kind, The Modist provides contemporary fashion choices for a rapidly growing sector of modest dressers.

The online platform is launching with a selection of over 75 luxury brands including Marni, Christopher Kane and Mary Katrantzou – marking the sector’s increasing inclusion in the mainstream fashion market. Accompanying online magazine The Mod will boast shoppable content, style advice and interviews with modest fashion players.

‘‘Our mission is to build a strong sense of purpose to empower a woman’s freedom of choice,’’ says founder and chief executive Ghizlan Guenez. ‘‘We aim to break down preconceived notions while building a community and dialogue that invigorates, informs and celebrates the fashionable, modern, modest woman.’’

The Modist is just one example of fashion’s progressively inclusive outlook. Nike has today announced plans to sell a performance hijab for female Muslim athletes, debuting the prototype on Emirati figure skater Zahra Lari.

Shrewd fashion brands would do well to consider the modest market, both socially and economically. Not only are modest initiatives vital in promoting an inclusive brand outlook, the market is booming – with modest dressing expected to be the single biggest opportunity in womenswear globally in the next five years.

For more on fashion’s modest mood, see The New Fashion Landscape: Modest Rising, Instagangs: Modest Dressers and London’s Modest Fashion Week. For more on the Muslim consumer, see Gen M: Millennial Muslim Entrepreneurs.

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