Influencing Factors on Modest Fashion Market: A Case Study

Added on -2021-02-21

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Modest FashionWhat is a modest fashion?The word "modest fashion" specifies to a trend of fashion for women ofwearing less skin revealing clothes that fulfils their mystical and stylisticrequirements for belief, religion or individual choice in this modern trendyworld (Farrag and Hassan, 2015).In my dissertation, I will explore modest fashion in depth and will analysewhat modest fashion means in the context of the religion and modernperspectives of being trendy, being noticed, individuality by answering thefollowing questions:- What is modest fashion?-How/why do contemporary designers and mainstream fashionistaintroduce this new trend to the world?If there is one thing that all modest dressers, including myself, agree on,is this: There is no one definition for modest fashion. Primarily, it comesdown to having a degree of covering up exposed female skin and in somecases, the exposure of the definition of the shape of the body beneath thefabric and ones needs to attain a certain aesthetic.Many Islamic societies contradict between the religious symbolism ofmodest clothing and the propriety of influencers who are modelling theiroutfits to mass followers.As the Koran states that “believers should lower their gaze and bemodest”. -KoranTruthfully, everyone has their idea of what modest fashion means to themand even two people from same religious background can have differentperceptions because ofCultural variation of interpretation withincommunitiesthat have developed over timeand personalpreferences of style and colour. This vast concept that is narrowed downto two words "modest fashion", which is seen as a controversial issue bypeople (Hassan and, 2019).So, in brief, dressing conservatively has always existed and at the core ofthe ‘modest’ establishment is the fundamental that might have originatedfromthe protection of young females from other tribes borderingterritories and in later more societally integratedmillennia,religion regulated female exposure and conduct to upgrade theprotection of young women [and others] and to reduce thetemptation of rogue uncivilized men. Modest fashion has becomean identity of high moral value as it holds one's spirituality andself to a higher standard.
Model, Halima Aden on the Max Mara runway in 2017.Halima Aden on Philip Plein fashion show runway, 2018.In past couple of decades, the terms "modest dressing” and “modestfashion" have been a big trend and was just being associated with Muslimwomen and not so much with the Jewish or Christian women. Due to thetough challenges, Muslimwomen in western worldhave dealt with bymaintaining their modest aesthetics.As a result of these challenges, the Muslim women encountered within thewestern world. It had a significant effect on the younger millennialMuslims. Moreover,being in the westhasgenerated new, young,dynamic, engaging, creative, affluent Muslims. These young Muslimwomen are now changing the world with their influences from bothreligion and fashion. The birth of modest fashion market had huge impacton others that are drawn to this aesthetic and as result, the marketvariation for this group of people is excessively growing. Modest fashionmarket is reportedly worth billions and this number is only set to scale upby massively over the next five yearsand beyond.Currently, one thing all contemporary designers are mindful of, is thispredominantly growing market. Also, they are showing a degree ofinterest and inclusivity, when it comes to producing garments in theircollections that cover parts of body well.“I think platforms like Instagram and Facebook have enabled a dialogue totake place among women who may not have had that chance in the pastand it has enabled their voices to be heard,” –Ackermann Guenez, VogueTo demonstrate all that, the tech-savvy, self-empowered and youngmillennials Muslim women who are the young generation born in the last30 years are determined to make a change. Believing that being faithfuland surviving a modern world go correspondingly and that their identityencompasses both belief and modernity. They created platforms in theinternet world which gave the younger Muslims community, a voice toexpress themselves which significantly contributed to this mass modestfashion market (Lewis, 2015).
Model Halima Aden in Kenya 2019, modelling a modest swimwear “Burkini” by Private Party. Headscarf by Gucci.Young Muslim Women Like Halima Aden, who’s a Somali-Americansupermodel is now influencing the world. In past couple of years, HalimaAden became the first Hijabi model on the cover of Vogue and madeheadline when she first walked for Kanye West’s Yeezy label, Season 5collection in 2017. Halima’s runway shows also include MaxMara, Ferretti,Alberta, Philip Plein and more.Looking back into the Islamic heritage to see what their strengths wereonce and how these can be young Muslims inspiration to once again inadvancing their own position in modernity."The idea that science is deeply rooted in the golden Islamic civilisation isone that allows them to reclaim their position in modern life and offerevidence that not only are religion and modernity compatible, but thatreligion inspires modernity.”- Janmohamed, Generation M: Young MuslimsChanging the World, 2016, page 17-18.Many ancient scholars from the Islamic faith contributed to the worldmany of the things we use every day, such as coffee, soap and clocks.And this exhibition shows that Muslims have always provided manydevelopment facets to the modern world (Rocamora and Smelik, 2015).And If we specifically look over the past decades, Muslims womenhavebeendowntrodden and subjugated with strong frustrating viewsfrom thewesternworld often being called "oppressed". They haveovercome resentments at just being defined by their hijabs. The pastcouple of years, have fought to change those views and because of that,Muslim women have been experiencing increasing empowerment in manyfields and fashion being one crucial area."When I was growing up in the UK in the 1980 and 1990s, I felt a constantburden to demystify Islam and explain that Muslims are human beings likeeveryone else. We had alliances with the wider groups fighting forstereotyping and discrimination to be eradicated."- Janmohamed,Generation M: Young Muslims Changing the World, 2016, page 3.

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