Most of us remember when dressing modestly meant standing on the fringes of fashion, attempting to feel included and trendy. We used to layer highstreet midi dresses over wide legged jeans in an attempt to adapt mainstream trends in a way that aligned with our values at a time where low-rise skinny jeans and crop tops were all the hype. Today, modest fashion is no longer about adapting but about leading. What was once seen as restrictive or old-fashioned is now recognised for what it truly is: an empowered choice that stands out in its own way. The modest fashion industry has evolved into a trendsetting force, reshaping how we think about style and challenging the mainstream industry to keep up.
Walking into high street stores like H&M or Zara in London in 2025, you might feel as though you’ve entered a modest fashion store with hooded dresses, oversized jumpers, and loose, wide-leg trousers. But how did we get here? If we look back at the evolution of this cultural shift it is clear that it has been ongoing for the past 20 years. In the early 2000s we had fashion icons like the Olsen twins who famously loved a maxi skirt and baggy clothing, but this was labelled as ‘bohemian’ rather than ‘modest’.
Then, in 2011, Kate Middleton wore an iconic Alexander McQueen wedding dress which was all the hype in the media for being ‘modest’, but despite this, modesty was still seen as an outsider fashion choice. In 2017 Nike released the iconic Pro Hijab which symbolised the empowerment of modest, female athletes and then in 2020 we saw the comeback of wide-leg trousers and the mainstream fashion industry began to shift towards embracing modesty.
Layering also emerged as a popular styling tool in recent years, and while the mainstream industry is just now catching on, the modest fashion community has been leading the way with creative layering for years. In the early days of modest-fashion blogging we saw mainstream bloggers like Dina Tokio playing with layers to create textured looks, while today we continue to see emerging influencers like Jasmin Omar using layering as an almost artistic tool to blend modesty with timeless, fashion forward style.
But this shift was not led by big brands; it was instead championed by the modest community who showed the world that style and modesty can coexist fashionably and that there is definitely a market for this. Visiting Modest Fashion Week in Istanbul in 2024 we saw women from a variety of different backgrounds, all united in an interest in the industry.
On the runway itself, American-based brand Citizens of the World redefined traditional modest wear, moving beyond cultural and religious constraints by presenting a collection that offered a unique and modern take on wearable staple pieces like bodycon dresses, kimonos, and one-piece swimsuits, all designed to seamlessly integrate into a Western wardrobe. The audience were also captivated by Indonesian brand ButtonScarves who presented a stunning collection featuring unique silhouettes and prints that never go out of style, demonstrating that modest fashion can certainly rival the innovation seen on runways at mainstream events like London Fashion Week.
The modest fashion industry has moved beyond religious constraints and boundaries, and instead become a globally explored, intentional fashion choice which is embraced by women from all walks of life. We are seeing modest fashion move beyond being an adaptation of the mainstream industry and instead becoming a trend of its own, taking back control and being reframed as a bold, empowering and definitely fashionable statement as we redefine the limits and definition of modest fashion.
Today, we see mainstream media and pop culture beginning to reflect modest fashion positively, with hijabi models like Halima Aden gracing the cover of British Vogue and London-based Hijabi model Aminah Ali featuring in the iconic barbie film. “Being part of the Barbie movie as a Hijabi Barbie was an amazing experience, both for me and for the representation of modest fashion worldwide. Over the years, I’ve seen a big change in how modest fashion is understood in mainstream culture.
What used to be seen as niche or ‘different’ is now being accepted as a creative and inclusive way to express identity,” says Aminah Ali, a fashion and lifestyle content creator and social media consultant. These milestones mark a significant cultural shift, as modest fashion begins to break barriers and gain representation on global platforms.
Modest fashion brands no longer ride the wave of mainstream trends and instead set the trends themselves. Looking ahead, fashion insiders are predicting loose-fitting clothes and baggy silhouettes to be all the buzz. This rise isn’t coincidental but instead a reflection of a broader evolution in how ‘style’ is perceived. The idea that bold and classy styles are synonymous with revealing skin has now been changed, leaving space for modest fashion designers to lead the way in proving that elegance and confidence can be conveyed through innovative but covered-up designs. In fact, modest fashion brands are some of the most innovative in the fashion industry.
Take SABIRAH, for instance–a sustainably conscious Demi Couture modest-wear brand that debuted at London Fashion Week in 2020 at Somerset House. By combining modesty with high fashion, SABIRAH has shown that modest dressing can be luxurious and unapologetically bold without compromise. With couture pieces that stand out, SABIRAH has become a symbol of what modern modest fashion brands can achieve.
“When it comes to SABIRAH, I can only speak from the heart. SABIRAH has never been about chasing trends. Our focus is on creating timeless, elegant pieces designed to be cherished, passed down through generations, and worn seamlessly across seasons. As a demi-couture brand, we pride ourselves on exceptional craftsmanship, ensuring that every piece we create is something our clients can treasure for years to come. While our collections are deeply rooted in our modest values, SABIRAH has always been synonymous with high fashion.
Our mission is to empower women to feel beautiful and confident without the need to reveal. We celebrate the strength and grace of every womxn who wears SABIRAH,” writes Deborah Latouche, a British-born stylist, creative director, and founder of SABIRAH.
On the streetwear front, designers like Saeedaah Haque bring a distinctly London style to the industry. Her brand is redefining street style by merging the classic London aesthetic with traditional ideas of modesty, proving that streetwear and modesty can seamlessly coexist in an edgy, urban and authentic manner.
Modest fashion has evolved from being an attempt to adapt to existing trends to instead boldly creating them. We are now no longer waiting for brands to cater to our needs and instead leading the conversation, in turn setting the trends that mainstream fashion brands eagerly follow. This new era in modest fashion is not just a trend – it’s a movement. One that continues to grow, redefine, and challenge traditional notions of fashion.
As the modest fashion industry continues to flourish, we can look forward to a future where modesty is seen as an integral part of the fashion landscape and no longer an outsider. Modest fashion has truly arrived as a trendsetter and is proof that women can take control of their style and change the mainstream industry itself. In this bold new era of modest fashion, we aren’t just fitting in, we’re shaping what’s next.
This article originally appears in Soigné Middle East’s debut print issue.
