Modest Fashion

The definition of Modest Fashion

The dictionary define modest as a (of a woman) dressing or behaving so as to avoid impropriety or indecency, especially to avoid attracting sexual attention.

‘Modest’ is the new buzzword in the industry. Originally, it refers to fashion that keeps in line with the Islamic principles, opening a new array of possibilities for brands to embrace the Middle Eastern consumer. The fundamental rule is to cover up the body and not to reveal the flesh. Still, the trend has invaded fashion globally, as Western customers are now exploring the new forms of fashion conservatism.

(Ikhlas Hussain, 2018) owner of the popular Islamic fashion blog The Muslim Girl mentioned that “modesty means guarding and covering your private parts and dressing in a way that covers your body. But it's more than just a way of dressing, but it's also a way of behaviour. So to be modest doesn't only pertain to the clothes on your body but also the way you act, in a way that is unassuming, polite, kind, and humble. Everyone has their own understanding of what it means to dress modestly, and this is a definition that is bound to change as you grow older and have different experiences.”

"Modesty means behaving and dressing in a way that displays self-respect. By showing a sense of decency in the way you act and the way you present yourself, you will naturally find that others respect you as well." - A Palestinian American, the owner of the modest fashion blog With Love Leena Asad

1    Differences between Modest Fashion and Muslim Fashion

Differentiation	Modest Fashion	Muslim Fashion
Definition	(Anna Laplaca, 2018) mentioned that its a personal choice based on my cultural and religious background that makes the people feel empowered despite the mainstream misconception of oppression. Modest fashion means choosing to cover what people want to cover and show what people want to show without sacrificing style.	The definition of Islamic fashion is varied and dynamic. The first definition would be concerning what is worn by Muslims. It has a religious undertone to it and bound by religious standards. That includes the hijab, the niqab, etc. They are symbols of faith. Islamic fashion has its rules/standards and is not subjective and not up to interpretation - meaning covering all the way to the ankles (so no short dresses below the knees), covering the arms (so no short-sleeves), and of course the hijab.
Postulate and history based on religion. According  to (Harms, 1938) there are some fundamental psychological reasons for  human  dress. These are for modesty, for adornment, and for protection.	Non-muslim, Biblical: Then  the  eyes  of  both  were  opened,  and  they  knew  that they  were  naked;  and  they  sewed  fig  leaves together and made themselves aprons (7: Genesis 3)	Quranic: “Tell the believing men to lower their gaze and be modest. That is purer for them. Lo! God is Aware of what they do.  And  tell  the  believing  women  to  lower their  gaze  and  be  modest,  and  to  display  of  their adornment  only  that  which  is  apparent,  and  to  draw  their  veils  over  their  chests,  and  not  to  reveal  their adornment.” (Quran 24:30)
The rules (Awrah)	There is no awrah applied on this but they have awareness in covering up parts of body. It based on that person wants to covering their parts of body with their own style and principle.	Awrah is the parts of the body that should be covered and this does vary in different situations among different groups of people. The awrah of a woman in front of her mahrams such as her father, brother and nephew is her entire body except that which usually appears such as the face, hair, neck, forearms and feet. Allah says (interpretation of the meaning):  “And not to show off their adornment except only that which is apparent (like both eyes for necessity to see the way, or outer palms of hands or one eye or dress like veil, gloves, headcover, apron), and to draw their veils all over Juyoobihinna (i.e. their bodies, faces, necks and bosoms) and not to reveal their adornment except to their husbands, or their fathers, or their husband’s fathers, or their sons, or their husband’s sons, or their brothers or their brother’s sons, or their sister’s sons, or their (Muslim) women” (al-Noor 24:31)
The Rules of Style: Hijab (head cover)	For the non muslim, they no need to wear hijab or head-scarves and it’s not on their list on modest fashion. But still influenced in Islamic fashion styles.	Hijab is a symbol of Islam that a young woman is required to cover her hair and body after puberty. It is not a choice but an obligatory but some prefer to still uncovered. For the young women who had chosen to wear hijab they still want to look young, stylish and modern. The picture shows the hijabi (headscarf wearer) wear their own styles.

Modest Fashion Brand

When people think of “modest fashion”, they will think of hijab, long sleeves, long skirts and loose fitting clothes and traditional cloth such as “baju kurung” and “kaftan”. Modesty gets a lot of shade because it was mistakenly associated with dull colour and unflattering shapeless design clothes. However, this is not the case anymore. Fashion designers who are filled with a tremendous ideas have put a twist in the fashion industry.

Modest fashion starts to bloom in 2017 along with the rise of social media and the explosion of internet. The social media has created a platform for fashion designers and social media influencer to raise public awareness towards modest fashion. Below are the brands that is quite well known in Malaysia and several other countries.

1) Uniqlo

Uniqlo is fully aware that people are start wearing modest fashion lately plus with the escalation of famous fashion designers. The company has took this chance and is collaborating with Hana Tajima for 2018 Summer/Spring collection. Embodying a rich sense of cultural diversity, this exclusive collaboration line features elegantly simplistic yet considered pieces, offering comfortable, versatile clothing for all women of all backgrounds, regardless of age, race, culture, or belief.

Figure 1: Dresses and Skirts

The figure above shows the dresses and skirts of Uniqlo featuring Hana Tajima. The dress has long sleeves and the length of the dress covers the whole leg. In modest fashion, the length of the skirt is usually below knees like the shown picture. The design is simple due to it is Hana Tajima trademark "aesthetic and simple yet elegant". So the pieces are available in basic colors and printed material. 

Figure 2: Outerware and tops

 The figure above display the outerwear and tops of Uniqlo featuring Hana Tajima. She created tops that does not show any cleavage and it is long sleeve as well as a little bit long than a typical tops which it covers the bottom body part. The clothing is loose so it does not describe a person's body shape. The tops and dress are not ragged and fancy but it is clean and dignified looking.

Figure 3: Pants

The figure above display the pants of Uniqlo featuring Hana Tajima. The pants are below knees and is at the ankle. It covers the skin and is not see through.

2) Maslea

         Maslea by Sakura Malaysia reflects a sense of relaxed and timeless elegance, paying detailed attention to fine fabrics and loose fitting cuts - redefining modesty, with modern minimalism and clean lines.  MASLEA is more about appreciating what is already there, to refine classic nuances in simpler forms. The birth of E.lin.mentary is inspired by the idea of new minimalism that revolves in the formation of a post-modernist society that we live in. With ultra-luxe linen fabric and finely detailed pleats, e.lin.mentary is set to provide an elevated styling options for those in favour of minimalist fashion. As the brand grows to explore different personalities, different aesthetics, e.lin.mentary is a perfect representation of what amplifies MASLEA as a proud, young fashion label. Imbuing the three dynamics in this collection: modest, minimal and modern makes e.lin.mentary simply, MASLEA.

Figure 3: Maslea Apparel

Figure 4: Maslea Apparel

Figure 3 and 4 above shows the Maslea Apparel. Some of the tops have long sleeves three tops have three-quarter sleeves is enough to maintain modesty. The pants and skirt are long and it covers all the way to ankles.

Issues Relating to The Modest Fashion

Fashionability and modesty- Is this a concept that can exist together? What is fashionable? Does fashionability has an impact on modesty? Does less skin means more fashionable? Can one be modestly covered, and yet be fashionable?

     Fashion such a fleeting concept that changes with time and season. ‘One day you are in, the next day you are out’, is the quote from the television show ‘Project Runway’ that very aptly described the whole nature of fashion. Therefore, it is challenging to pin down what really is fashionable? According to (Balasescu, 2003), the idea that ‘veiling’ is not from a ‘Western’ space - and fashion, historically belongs to the Western has brought forth the idea that veiling is not fashion. He however argued that this observation is not accurate. Maybe the closest concept that can be applied to define what is fashionable is the concept of being current being fresh and new. Therefore, if we look at this definition, being fashionable does not mean being less modest. The emergence of designers from the Middle East and the Islamic countries has brought forth new dimensions in fashion. When the industry is now being influenced by other culture, it is exciting to see how the word ‘fashionable’ will evolve.

     But the question is, how well received will this new designers be? How much will they be able to impact an industry?

     According to an interview by BBC, Hana, a Muslim fashion designer wishes to make main stream fashion wearable and relevant to a Muslim women. The fact is there are many Muslim women nowadays who are not part of the stereotypes of ‘Muslim women’ oppressed, cloaked in black and silent. There is a growing group of Muslim women who are educated, worldly and living in the modern world where fashion is a part and parcel for the world. They want to participate in the mainstream fashion idea while at the same time maintaining what is important for them which is their identity and modesty.

Opinion towards the Issues Relating To Modest Fashion

If fashion wants to expand its market to include groups identified initially on religious grounds, it has to be attuned to the diversity within these groups. If fashion brands segment Muslim consumers or any religious consumer it increases the risk of alienating the very consumers they’re attempting to include.

     Fashion brands should remove the segmentation prospective from the marketing strategies and focus on inclusion through modest fashion. There is more choice in modest fashion and consumers appreciate how versatile it can be in the workplace, religious gatherings, and other community occasions.

      The best way to capitalize on modest fashion’s versatile role is by understanding the diversity of Muslim consumers. Rather than segmenting Muslim garments from other forms of clothing, include the wardrobe offerings in the same retail stores, online platforms, and social media advertising as you would modest clothing and any other categories of clothing like street wear, formalwear, and business attire.

     Religious practices and fashion have always been considered separate. However, if fashion has any shot at successfully marketing to a Muslim demographic, it has to do its homework. Brands have to take time to understand the religion before it can market to its followers.