Islamic wear

The rise of modest fashion, specifically in the case of young religious women, was born through the need for more fashionable clothing options.

A growing number of Muslim designers and social media stars decided to fill gaps that they have spotted in the market, using their platform to gain influence and set up online stores. 

Instagram is flooded with modest fashion influencers, including the likes of Maria Alia and Habiba da Silva to Dian Pelangi. Pelangi, who boasts almost 5m followers on the photo-sharing app, has been dubbed a “tour de force in the global Muslim fashion scene and beyond” by the Business of Fashion,holding fashion shows in Britain, France, Germany, Holland, Australia, Dubai, Egypt, Kuwait and Jordan.

She is also brand ambassador for Wardah Beauty cosmetics and even published her own book, Hijab Street Style, in 2012; a visual street-style collection of Muslim women who have inspired the entrepreneur.

“Today, individuality is celebrated and again social media has been a key platform for people to express their individuality,” Altaf Alim, the co-founder commercial director of Aab, a modest fashion brand that launched in 2007, previously told The Independent. 

“What was available was either frumpy or boring and this is really how the industry came about. It’s fair to say it started out as a cottage industry with designers making dresses with a modest silhouette but with personality. 

“Today there is lot’s of choice from independent designers right through to the high street. Consumer choice is always a good thing.”