When I arrived in the UK as an international student on a scholarship to pursue an MBA, I was unaware that this move would set the course of my journey. Over the years, I transitioned from student to PhD researcher, and now, to a full-time academic. Along the way, I’ve had the privilege of presenting my research at national and international conferences, with a strong focus on identity and cultural negotiation, topics that resonate deeply with my own lived experiences.
It was through this academic lens that I began to engage more critically with modest fashion, not just as a consumer, but as a researcher. I always felt that something was missing around me.
That missing piece was representation. In Western fashion spaces, modesty is often misinterpreted as dull, regressive, or lacking creativity. As someone who chooses to dress modestly, I found this narrative both frustrating and deeply limiting. For me, modest fashion isn’t about restriction, it’s about intentional expression grounded in values.
My academic work on identity formation revealed just how layered and complex self-presentation becomes when you live away from your home culture. In countries where shared dress norms dominate, identity may not feel like something you need to ‘perform.’ But once you step outside that comfort zone, you begin to question, define, and defend who you are and how you choose to present yourself.
The modest fashion industry has evolved from niche to necessary. Current estimates place the global modest fashion economy well into the hundreds of billions and growing. But what’s truly fuelling this boom?
While all three factors, Gen-Z spending, social commerce, and luxury buy-in play significant roles, Gen- Z’s influence is arguably the most transformative. This generation is values driven. They’re less interested in conforming and more focused on authentic self-expression, inclusivity, and ethical consumption.
Modest fashion is no longer limited to a particular faith group or geography. Thanks to influencers, online communities, and user- generated content, it’s being redefined and embraced by diverse consumers. Research shows, however, that as people grow more secure in their identities, they begin to assert their preferences more confidently. That’s where modest fashion becomes not just a choice but an expression of self.
While modest fashion has religious significance for many, its appeal spans far beyond spiritual lines. Modesty is a value that resonates across cultures and belief systems. Whether it’s rooted in faith, tradition, body image concerns, or simply comfort, the choice to dress modestly is deeply personal.
Many women, even those without religious motivations are opting for modest clothing because it aligns with how they feel safest or most comfortable. In a world of 24/7 visibility, social media judgment, and unrealistic beauty standards, modesty can be a form of protection, both emotional and physical.
One of the most overlooked categories in the modest fashion space is coastal and resort wear. Summer holidays, poolside lounging, and beach escapes often bring anxiety for modest dressers because finding stylish, modest options is still a challenge.
While some brands have started offering modest swimwear, the choices are often limited, overly functional, or disconnected from mainstream trends. This is an area ripe for innovation, especially as global travel becomes more inclusive and diverse.
One way of addressing this could be by stopping treating modesty as an afterthought or a separate collection. Instead, embedding modest-friendly designs into brand core lines, offering full-length sleeves, longer hems, layering options without compromising on style. Fashion-forward modest pieces should be available in the same racks, websites, and campaigns as everything else.
One of the most frustrating stereotypes I’ve encountered is the idea that modest dressers aren’t fashion- forward, that they’re either out of touch or uninterested in fashion, which is just not the case. In fact, modest consumers are among the most creative, savvy, and intentional shoppers. They often layer, re-style, and hunt for pieces across multiple categories to build wardrobes that are both expressive and modest.
Finally, what still surprises me is how people sometimes question my style choices, as if living in the UK for so long should’ve changed how I dress.
But if anything, being away from home has strengthened my confidence in my wardrobe choices. It’s made me more intentional. I now look for clothes that help me feel powerful in my modesty, clothes that reflect my personal aesthetic, align with my values, and still bring joy and colour to my everyday life.
This article originally appears in Soigné Middle East’s second biannual print edition.
