Chapter 11: Modesty as a Fashion Growth Opportunity? Exploring the Potential of Fashion, Sustainability, Production, Value, and Marketing

This chapter explores growth opportunities presented by the emerging trend of Modest Wear for fashion brands operating in the UK, which on a global scale, is estimated to be valued at $277 billion in 2021, rising to $311 billion by 2024 (Dina Standard, 2020). In the UK alone, this market has grown to be worth an estimated £100 million (Leaper, 2021). Ranging from luxury to high street, fashion brands have responded to both media attention and this growing trend (Almila, 2020). Brands including Dolce and Gabbana, H&M, Banana Republic, Primark, Uniglo and ASOS, among others, have all launched modest fashion product ranges (Dina Standard, 2020). In terms of media interest, modest fashion weeks have become widespread with Miami, Melbourne, Kigali, London, Nairobi, and Tanzania all having hosted them and, in 2017, Umma model agency was launched. This agency represents models that practice modesty. Alongside increased attention towards modest fashion, academic attention has also grown (Almila, 2020). Modest fashion is understood to provide religious self-expression (Neal, 2019), however, how do fashion brands accommodate for this? Research has yet to examine how fashion brands have utilised the opportunity presented by modest fashion and what is known about the consumer for modest fashion. Hence, the aim of this chapter is to: