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For fashion weeks around the world, such as those in New York and Paris, supermodels donning off-the-wall designs that leave little to the imagination are not uncommon — such was the evolving nature of high-end fashion in recent years. However, these shows become difficult to participate in for many models who prefer to dress more modestly, for reasons such as religion or personal preference.
Not surprisingly, this has resulted in the increased popularity of modest fashion. The Modest Fashion Week in Malaysia, a show which provides the same amount of flair and artistry to their works while protecting their models' beliefs.
Modest fashion usually includes longer sleeves and hemlines, higher necklines and pieces that are entirely opaque. In recent years, this has seen an increase in the amount of SMEs participating, with the modest fashion market currently valued at $277 billion, according to research done by The Business Of Fasion.
With this rising demand, there’s been a matched surge in brands participating in modest fashion shows.
Founded by three sisters who wanted to provide effortless yet elegantly modest clothing pieces for women, Mimpikita took part in their first ever London Fashion Week in 2015. They stole the show not just with their collection, but with the elegant hijabs that they donned during the event.
They specialise in ready to wear collections, bridal and bespoke tailoring services, and live by their motto “Kita Girl”, which means to celebrate women of all backgrounds.
Specialising in ready-to-wear modest clothing and traditional Muslim outfits, Jovian Mandagie is a fashion designer based in Malaysia, but has a wide reaching customer base all around Southeast Asia. Most notably, his collection was part of the MODESTyle Fashion Showcase in Singapore in 2017, which focused on the business portion of the fashion industry.
A modest fashion brand that capitalises ready to wear items, Ummiriaz ensures that women are able to dress aesthetically, without needing to worry about practicality or comfort. Their collection has been showcased in a number of high profile events, such as Malaysia Fashion Week, London Modest Fashion Week and Savera Halal Expo.
Spearheaded by Qusairy Mahmood, Blancheur is a Malaysian brand that creates high quality modest clothing, at a very affordable price. They’ve been in the public eye for awhile, and have even been showcased in London Modest Fashion week and Arab Fashion Week. This gave them the insight to further develop and expand their brand beyond just Malaysia.
A host of other top Malaysian modest fashion designers are also continuing to have a global influence in the fashion industry, with brands such as Vivy Yusuf, THAVIA and Schmiley Mo participating in the 2019 edition of Pret-A-Cover Buyers Lane.
Modest fashion is already making its way into fashion weeks worldwide, with designers not slow to incorporate more prudent choices into their collections. Coupled with an already booming market, it won’t be a surprise to see an increasing number of women donning both branded and modest clothes in Southeast Asia. Demand for modest fashion continues to grow, even in non-Muslim majority countries as cultural trends continue to influence so. Naturally, SMEs can tap into this lucrative industry, while meeting the demand for essential needs of Muslim women.