Brands

6 sisters are behind this sustainable swimwear brand

Zainab Husain

The phrase Sei Sorelle translates to "six sisters" in Italian, and is thus quite a fitting name for the London-based modest swimwear brand founded by Aneesa Zaman and her five sisters. The six of them are all healthcare professionals (two are dentists, two are pharmacists, and two are optometrists) who share a common aspiration: to create timeless, practical, and sustainable full-coverage swimsuits. Recognising that options for attractive and functional modest swimwear were limited for women, and struggling to find modest swimwear that suited their own requirements, the Zaman sisters decided to take matters into their own hands and launch their…

Brandsburkini, hijabi fashion, London designer, modest swimsuit, Sei Sorelle

Sport sleek, surf-inspired swimwear by Shelline

Zainab Husain

Shellíne is a modest surf/swimsuit brand created by Sabina and based in Russia. The designs are minimalist and eclectic. They have swimsuits with a diverse collection of patterns that will suit anyone’s vibe and, and if you ask us, Shellíne is definitely a modest swimwear brand to keep on your radar. For quite some time, the swimsuit industry only catered towards a specific demographic, excluded consumers who didn't fit into that "beach babe" aesthetic. Shellíne, however, is transforming how we view swimsuits and modesty. Read our interview with Sabina below: When did you launch your brand, and what was the…

Brandsmodest fashion, modest swimsuits, modest swimwear, Russian brand, Shelline

Ordestie is France’s first e-store for modest fashion

Zainab Husain

Ordestie (ordestie.estore on Instagram), founded in December 2020, is allegedly the first French multi-brand platform dedicated to modest fashion, and it is on a mission to break the taboos still surrounding the concept of modest fashion in France. Founded by Soukaïna Jaafari & Maud Garnier, Ordestie is a culmination of diverse collections, cultures, and passions. Recently, the French Senate voted in favour of a bill that would ban the hijab for women under 18, highlighting Islamophobic sentiments in the government and provoking widespread backlash and criticism from all over the world. French Muslim women are constantly facing challenges when merging…

BrandsFrance hijab, French hijab ban, modest fashion France, modest fashion online

The touching intentions behind Sarah Musa’s turban brand

modestish

While turbans may be a modest fashion staple, there's nothing basic about the turbans by Sarah Musa, or the ideals that shape the ethos of her brand. Turbans are often seen as a glamourous accessory for modest fashion fans, but Sarah is looking at the ways in which she can benefit women in deeper ways. "My biggest motivation is designing product that enhances the lives of women," says the designer. "I designed my turbans with the intention to help woman of various faiths, and women undergoing chemo." https://www.instagram.com/p/CI1SmZXA3Ln/ Sarah, who is Palestinian-Korean-American, studied at the Fashion Institute of Technology and…

Brandshijabi, Sarah Musa, turban, turban hijab

Shop top spring trends from Shopbop’s Ramadan edit

modestish

There’s less than a month to go until Ramadan – the Holy Month where Muslims fast daily – begins, so we can expect to start seeing the annual Ramadan campaigns trickling in from high fashion brands and retailers. The first on our radar comes from Shopbop, the popular American e-tailer that delivers designer fashion worldwide. Shot in the garden of a quaint estate in Madrid, the Shopbop Ramadan campaign puts the spotlight on timeless modest silhouettes: a tunic dress by Tory Burch, a striped, pleated midi dress by Zimmermann and a luxe satin pyjama suit by Acne Studios, among others.…

Brands, NewsRamadan collection, Ramadan edit, Ramadan fashion, shop online

Beach season on the horizon: meet Modest Up swimwear

Zainab Husain

We're nearing the end of March, and that means that the winter season is officially behind us. As staycations and beach trips begin to rise in popularity once again, we'll be introducing you to inspirational swimwear brands from across the globe. Modest swimwear is an untapped market beaming with creativity and diversity, and as modest fashion flourishes globally, niches like swimwear and activewear are thriving. First up is Modest Up: a swimwear brand founded by British-Pakistani Muslim entrepreneur Sumera Wagener in May 2019. Since then, her business has accumulated an impressive online presence, offering vibrant, patterned designs ideal for tropical…

Brandsmodest swim, modest swimsuit, modest swimwear

This British-Bengali modest fashion brand debuted at LFW

modestish

If you were perusing the home page of Vogue Italia’s website last week, you probably spotted an image of a hijabi model decked out in vibrant hues of orange and blue. The photograph shows a cutting-edge coat design by Hena Begum, a Bengali-British modest fashion designer, whose brand, Modestly, was featured in Graduate Fashion Foundation’s Digital Designer Profile at London Fashion Week last month. After a whirlwind week of showcasing at LFW and basking in the success of her incredible accomplishment, Hena spoke to modestish about her innovative weaving techniques, how Islamic architecture influences her latest collection, why the industry…

Brands, NewsBengali designer, Dina Tokio, hijabi model, London designer, London fashion week, Modestly

See “Behind the Veyla”: a mesmerising Marseille shoot

modestish

In a town in the South of France, a nation with a complicated history when it comes to headscarves, young photographer Yosra Farrouj conceptualised a photo shoot for Marseille modest wear label Zozoliina, that would turn the symbol of the headscarf on its head Titled "Behind the Veyla", her shoot in collaboration with Zozoliina features striking images of a group of young women robed in traditional kaftans and billowing floral face veils, topped with bucket hats, baseball caps and beanies. The stage? A community basketball court, bordered by graffiti-emblazoned walls and towering apartment buildings. The setting and styling combine to…

BrandsBasketball court, fashion shoot, modest fashion, veils, Yosra.tfl, Zozoliina

This Aussie brand specialises in hijab-friendly hats

modestish

“Product development and innovation is on the rise,” according to the 2020 State of the Global Islamic Economy Report, and Australian fashion label, Jamela Boutique, which specialises in hijab-friendly hats, exemplifies this thriving niche in the realm of modest fashion. The brand was founded by Melbourne-based Seher Istar, who is a completely self-taught designer and entrepreneur with a background in pharmaceutical sciences. She's also the author of One Year Vegan - a vegan recipe book. “Unfortunately mainstream hats are only designed to fit woman who don’t wear anything above their heads. Current hats on the market are meant to only…

BrandsAustralia, Australian brand, boater hats, floppy hats, hijab hats, Melbourne, modest fashion

Maison M: a sustainable modest fashion rental platform

Shayma Abdirizak

Are you someone who loves to buy new clothes? Do you find your closet piling up dangerously with more clothes than you actually need? Do you really think your fashion habits are as sustainable as they could be? All the way in Singapore, newly-launched concept, Maison M is fostering a sustainable community of modest dressers by dedicating a rental platform just for modest wear. I spoke with Maison M’s founder, who prefers to remain anonymous, to find out how the modest woman can benefit from renting clothes instead of constantly buying them: What inspired you to start a rental platform…

Brands

Never Fully Dressed is a hit with the modest fashion crowd

Zainab Husain

It’s quite rare to come across a mainstream online fashion boutique that caters to modest clothing, but Never Fully Dressed is a brand that’s inclusive, ethical, and fun. It started with one store in 2009 in Essex, in the United Kingdom. Now, it's a booming international label with over 600,000 social media followers, and is stocked at major online retailers such as ASOS. With humble beginnings, the brand’s founder Lucy Alden started the clothing business from her parents’ attic and sold her designs at London markets. The homegrown business is now an immensely popular name in the online fashion world…

Brandsmodest dresses, modest fashion, modest fashion blogger, Never Fully Dressed, Saira Arshad, Shazaira

“Can’t Ban Us” — Haute Hijab launches athletic headscarves

modestish

"Can't Ban Us." That's the powerful statement accompanying the launch collection of Haute Hijab's athletic headscarves, a highly-anticipated collection that Melanie Elturk, the CEO of the leading US hijab company, has been working on for more than a year. Dubbed Haute Hijab Sport, the collection launched online this week — and while the variety of colours and styles of sports hijabs is newsworthy in itself, Haute Hijab aligned the new release with an important campaign: "Can't Ban Us is a movement born out of necessity; Muslim athletes have been – and still are – banned from playing sports in hijab. We're…

Brands, Newsathletic hijabs, Haute Hijab, hijab, hijab ban, modest fashion, muslim women, sports hijabs

Zidouri’s new collection is a colourful celebration of culture, identity & diversity

modestish

Author Shelina Janmohamed uses the term "Generation M" to refer to the Muslim millennials injecting their faith into their businesses, resulting in entrepreneurial concepts with mainstream appeal — and there's no better example of a Generation M fashion label than Zidouri. The UK-based streetwear brand celebrates elements of Islamic culture, infusing its on-trend designs with Arabic calligraphy, for consumers seeking to wear symbols of their heritage and religion with pride. The brand's latest collection paints a bold and stylish picture of diversity, featuring roomy, over-sized hoodies spectacular hues like lilac, periwinkle, teal, tangerine and dusty rose. Shot on a group…

Brands, Newshoodies, modest fashion, Muslim brand, streetwear, Zidouri

Asyia Rafiq: the designer infusing modest fashion with a whole new dimension of inclusivity

Sahira Raja

UAE-based designer Asiya Rafiq first introduced her adaptive designs at Dubai Modest Fashion Week 2019, showcasing clothes such as magnetic buttoned tops for people with Parkinson’s disease or shaky hands, and shimmery trousers which are zipped from top to bottom, with a special material that is anti-bacterial and doesn’t cause discomfort. Modest clothing refers to clothing that doesn’t reveal the skin, to satisfy women’s their religious, spiritual, and stylistic requirements. “When catering to modest women, we need to be particular when designing clothes for them, and modest adaptive clothing is more [focused on] ease and comfort, than fashion,” explains Asiya.…

BrandsAsiya Rafiq, Dubai Modest Fashion Week, fashion for disabilities, inclusive fashion, modest fashion, people of determination, UAE fashion

Sabren Amin: the UK designer whose aesthetic is shaped by North African fashion influences

Amenah Alkhazraji

For many years, Muslim women have felt unrepresented in the fashion industry, with recent data collected by odd-London suggesting that 90% of them feel 'ignored'. Today, the modest fashion industry is estimated to be worth one million dollars. Now more than ever, fashion designers are seeking to please the Muslim consumer, through curating lines and collections dedicated solely to them, or even alternating products to make them more suitable for consumers in the Arab world and other Muslim countries. Many Muslim women are attracted to style that combine Western trends and aesthetics with modest cuts and overall styles, and this…

BrandsAcacia Studio, Egyptian designer, modest fashion, Sabren Amin, UK modest fashion

Sustainable, minimalist and modest: meet Imen Bousnina

Sahira Raja

“Nowadays it’s no longer just about trends, cuts, and colours. Sustainability is what we need now,” says Imen Bousnina, a designer from Vienna who creates sustainable modest clothing. Imen has been dressing modestly for years, and says her journey to dressing modestly and finding fashionable clothes, resembles that of many other modest fashion designers. “Back when I started to wear headscarves, I was never able to dress in a fashionable way, because at that time modest fashion did not exist. I knew I had to do something about it. After all, I wanted to be fashionable too,” she says. Her…

Brandsfashion designer, Imen Bousnina, minimalist fashion, modest fashion

“Smash your fitness goals without compromising your beliefs” with new modest brand Patience Wear

Nafeesa Zaman

London-based Patience Wear is bringing a new and refreshing perspective to modest activewear. Its first collection launched last month, and includes athletic tops and bottoms that prioritize style and practicality. Patience Wear is tearing down the narrative that women cannot be modest in the gym. This mindset is channeled through their brand motto: “smash your fitness goals, without compromising your beliefs”. For women who practice modesty, purchasing gym wear can be a tricky process. Activewear is often created from a blend of lycra and spandex which gives a skin-tight look. The brand's gorgeous midnight black and royal blue colorways have…

Brands, Newsactivewear, fitness fashion, modest activewear, modest fashion

Bouguessa is a modest fashion brand to invest in

modestish

While flouncy dresses and wallpaper prints may dominate certain modest fashion trends, for others, minimalism is the ultimate aim — particularly during this pandemic, where frivolous, frou-frou fashion is being overhauled by sleek, utilitarian silhouettes, and there's an overall return to earthy colours, crisp, pristine textiles and a focus on tailoring. Here's where Bouguessa comes in. Founded by French-Algerian, Dubai-based Faiza Bouguessa, the label manages to strike an impeccable balance between practicality and versatility, and chic, fashion-forwardness. It's powerful shirt-dresses, power suites, kaftans and trenches are favoured by both Muslims in the Gulf, and non-Muslims abroad who gravitate towards her…

BrandsBeyonce, Bouguessa, modest fashion, Priyanka Chopra, Sonam Kapoor

Label to love: LoveShackFancy

modestish

If your personal style is sleek, minimal and sporty, a word of advice: skip to the next post. This is one for the women who like the idea of frolicking through a field of flowers wearing pastel dresses splattered with feminine patterns while chasing ponies, unicorns and a basket of other rainbow-hued daydreams.  "Cottagecore" is trending, according to a recent Teen Vogue story that stated: "Long prairie dresses, bucolic countryside scenes with clothing lines drying in the sunlight, puffy sleeves, sunglasses, and gingham: These are just a few of the aesthetic references that relate to cottagecore, which is quickly becoming…

Brandscottagecore, fashion, LoveShackFancy, modest fashion, style

PrettyLittleThing opens dedicated Middle East website

modestish

PrettyLittleThing is a fast fashion e-commerce platform known for its in-demand ribbed crop tops, distressed denim shorts, lace bralettes and bodycon mini dresses. These styles may be trending, but they offer minimal coverage, and are of little use for consumers of modest fashion. So, it may first sound perplexing that PrettyLittleThing has just launched PrettyLittleThing.me - a dedicated website for its shoppers in the Middle East, where modest fashion is the norm, and even ingrained in some national dress codes. But, a hallmark of the modest fashion movement is in the creativity and out-of-the-box styling utilized by women who embrace…

Brands, Newsdubai, fashion, fashion bloggers, fast fashion, high street, hijab, modest fashion, prettylittlething, Seima Rahman, shopping, style, trends