Fashion influenced by various religions, particularly Islam, is on the brink of becoming a global trend, defying political backlash against traditional Muslim attire like the burqa and hijab. The surge in popularity of “modest fashion” is being primarily fueled by influencers, luxury brands, and technology giants, marking a significant shift in the fashion landscape.
The debate around face coverings and religious garments intensified when Conservative leader Kemi Badenoch suggested allowing employers to prohibit such attire, following similar discussions in France. The burqa and hijab have become symbols of contention, sparking conversations about integration, personal freedoms, and Islamophobia across Europe.
Despite political scrutiny, research from Bath Spa University highlights a rising demand for modest fashion globally, characterized by loose, high-necked designs favored by Muslim consumers and Instagram users. Market leaders like Amazon and Farfetch are catering to this demand across affordable and luxury segments, indicating a broader acceptance of modest styles.
Dr. Samreen Ashraf from Bournemouth University, a leading researcher in modest fashion, emphasizes that the trend is not solely driven by religious beliefs but also by women seeking to avoid objectification and embrace body positivity. The market, however, faces challenges such as unclear labeling from major brands and affordability issues with smaller suppliers.
Reports suggest a substantial growth in the European modest clothing market, with the UK playing a significant role, driven in part by Muslim consumers. The evolution of modest fashion into a mainstream subculture is evident in leading brands’ production of hijab and Ramadan lines, further fueled by the influence of Muslim social media figures.
Furthermore, the purchasing power of Muslim consumers, including those from affluent Gulf nations, has attracted luxury brands to venture into modest fashion, aligning with the aesthetics of “quiet luxury” and classic styles. Vogue Arabia notes a commonality in longer hemlines across these fashion categories, reflecting a shift towards more conservative yet elegant designs.
Research indicates that the post-9/11 era has seen an increase in Muslims embracing modest clothing as a means of asserting their identity in the face of growing stigma. Organizations like the Muslim Women’s Network and the Muslim Council of Britain have defended the right of individuals to express their beliefs through their choice of attire, emphasizing the importance of freedom of expression and cultural identity.
As the fashion industry embraces diversity and inclusivity, modest fashion is poised to transcend cultural and religious boundaries, offering women a choice to dress in a way that aligns with their beliefs and values. The growing acceptance of modest styles reflects a broader shift towards empowerment, individual expression, and respect for diverse cultural identities in the modern fashion landscape.
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