You might have heard of London Fashion Week, but a new type of clothing is making its way down the runway during Modest Fashion Week, designed to showcase modern wear for the Muslim woman. Modesty clothing lines are becoming a major trend around the world; large department stores such as Macy’s recently started selling modest clothing and accessories. Nike and American Eagle have already sold their own hijabs while Mattel introduced a hijab wearing Barbie modeled after the first American Muslim fencer.
The show, which has been declared as a way to celebrate “style and global cultures” has been criticized by some as this comes just after women in Middle Eastern countries have been risking imprisonment for burning their hijabs as they stand in solidarity with those women in Iran who are standing up for equality.
The modest runway features both new and internationally recognized designers and is seen as a way to bring more attention to modest clothing brands. Founded last year by the leading modesty e-retailer company, Haute Elan, this year’s show is sponsored by Tresemme and features designers from the US, the UK, Oman, Saudi Arabia, Dubai, Malaysia, the United Arab Emirates, Singapore, Australia, Indonesia and South Africa, showing the growing demand for such modest yet stylish couture.
Last year’s show was sponsored by makeup brand Illamasqua which was said to never knowingly sell their products to Trump supporters. The founder of Haute Elan, Romanna Bint-Abubaker said “ the fastest growing global consumer is at the moment the Muslim market.”
Debenhams became the first British department store chain to start selling a line of modest clothing. Other major retailers have also been adding headscarves and other modesty wear to their fashion lines as a way to capitalize on the growing Muslim market.
Major cosmetic companies including L’Oreal had also been targeting Muslim consumers when L’Oreal Pais hired Instagram personality Amena Khan to serve as the headliner in an ad campaign for hair products. Khan later apologized and stepped down from her role after anti-Israel posts surfaced on her social media accounts.
By Julie L. Sagoskin
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