Feb 20, 2020
The Growing Role of the Hijab in the Fashion Industry
Worth £270 billion and up 500% in searches, modest fashion has moved from corner shops to catwalk, but 86% of Muslim women still feel ignored by major brands.
⏱ 4 min read
By mediareach
The hijab has cemented its place in global fashion. From Nike's Pro Hijab for female Muslim athletes to Tommy Hilfiger's designer version, more brands are capitalising on what is now known as the modest fashion industry, currently valued at £270 billion.
Defined as clothing that conceals rather than accentuates the female form for reasons of faith or personal preference, public interest is skyrocketing. Pinterest UK reported searches up 500% in 2019, while Google returns just under 200 million results for the term.
Yet visibility hasn't equalled inclusion. 86% of Muslim women in the UK continue to feel ignored by major brands.
From Corner Shops to Catwalk
Not long ago, Muslim women in the West had two choices: rely on independent ethnic grocery stores importing hijabs from overseas, or make their own. That began to change in the mid-2000s when the term 'modest fashion' came to prevalence and designers realised there was demand for modern, fashionable options.
In 2014, DKNY became one of the first major brands to respond with its first Ramadan collection, monochromatic, easy-to-wear tops, jackets, trousers and skirts. A year later, H&M made headlines with its 'Close the Loop' campaign featuring Mariah Idrissi, the brand's first hijabi model.
By 2016, Indonesian designer Anniesa Hasibuan debuted an entire hijab collection at New York Fashion Week. High-street names like Marks & Spencer and Debenhams followed, as did Dolce & Gabbana, though the latter faced criticism in 2018 for a nouveau-riche interpretation of the hijabi woman.
A Positive Assertion of Identity
As Dubai-based influencer Anum Bashir points out, covering up doesn't have to mean avoiding trends. Today's hijab is a blend of modernity and modesty, not a rejection of fashion, but a way of engaging with it on your own terms.
"Women interpret requirements to dress modestly in many different ways, and how they choose to interpret it can change over time."
Reina Lewis
Professor of Cultural Studies, London College of Fashion
Time to Embrace Diversity
Reina Lewis notes that many Muslim women don't even label their clothes as 'modest', it's simply a style they relate to and enjoy. The name refers to a preference, not a limitation.
For brands, the message is clear: modest fashion isn't a niche. It's a £270bn market of engaged, higher-spending consumers who are actively looking for brands that understand them. Incorporating hijab and modest collections isn't just inclusive, it's commercially smart.
Want to Reach Muslim Women Authentically?
Mediareach is the UK's most experienced multicultural marketing agency. We help brands design, market and communicate modest fashion with cultural intelligence, not stereotypes.
Sources & References
The Guardian, Nike Pro Hijab and Tommy Hilfiger modest collections. theguardian.com
Pinterest UK / Independent, Modest fashion searches up 500% in 2019. independent.co.uk
LBBOnline / ODD Research, 86% of Muslim women feel ignored, 93% encouraged to visit inclusive stores. lbbonline.com
Fashion Compassion, DKNY Ramadan Collection 2014. fashioncompassion.co.uk
Huffington Post, H&M Close the Loop featuring Mariah Idrissi. huffingtonpost.co.uk
hijab fashion industry
modest fashion industry
Nike Pro Hijab
Tommy Hilfiger hijab
modest fashion £270bn
Muslim women fashion UK
DKNY Ramadan collection
Mariah Idrissi H&M
Anniesa Hasibuan NYFW
modest fashion trends
World Hijab Day
Mediareach modest fashion
The UK's pioneering multicultural marketing and advertising agency. Over 40 years connecting brands with diverse communities through cultural insight, creative excellence, and intelligent media strategy.
Feb 20, 2020
The Growing Role of the Hijab in the Fashion Industry
Worth £270 billion and up 500% in searches, modest fashion has moved from corner shops to catwalk, but 86% of Muslim women still feel ignored by major brands.
⏱ 4 min read
By mediareach
The hijab has cemented its place in global fashion. From Nike's Pro Hijab for female Muslim athletes to Tommy Hilfiger's designer version, more brands are capitalising on what is now known as the modest fashion industry, currently valued at £270 billion.
Defined as clothing that conceals rather than accentuates the female form for reasons of faith or personal preference, public interest is skyrocketing. Pinterest UK reported searches up 500% in 2019, while Google returns just under 200 million results for the term.
Yet visibility hasn't equalled inclusion. 86% of Muslim women in the UK continue to feel ignored by major brands.
From Corner Shops to Catwalk
Not long ago, Muslim women in the West had two choices: rely on independent ethnic grocery stores importing hijabs from overseas, or make their own. That began to change in the mid-2000s when the term 'modest fashion' came to prevalence and designers realised there was demand for modern, fashionable options.
In 2014, DKNY became one of the first major brands to respond with its first Ramadan collection, monochromatic, easy-to-wear tops, jackets, trousers and skirts. A year later, H&M made headlines with its 'Close the Loop' campaign featuring Mariah Idrissi, the brand's first hijabi model.
By 2016, Indonesian designer Anniesa Hasibuan debuted an entire hijab collection at New York Fashion Week. High-street names like Marks & Spencer and Debenhams followed, as did Dolce & Gabbana, though the latter faced criticism in 2018 for a nouveau-riche interpretation of the hijabi woman.
A Positive Assertion of Identity
As Dubai-based influencer Anum Bashir points out, covering up doesn't have to mean avoiding trends. Today's hijab is a blend of modernity and modesty, not a rejection of fashion, but a way of engaging with it on your own terms.
"Women interpret requirements to dress modestly in many different ways, and how they choose to interpret it can change over time."
Reina Lewis
Professor of Cultural Studies, London College of Fashion
Time to Embrace Diversity
Reina Lewis notes that many Muslim women don't even label their clothes as 'modest', it's simply a style they relate to and enjoy. The name refers to a preference, not a limitation.
For brands, the message is clear: modest fashion isn't a niche. It's a £270bn market of engaged, higher-spending consumers who are actively looking for brands that understand them. Incorporating hijab and modest collections isn't just inclusive, it's commercially smart.
Want to Reach Muslim Women Authentically?
Mediareach is the UK's most experienced multicultural marketing agency. We help brands design, market and communicate modest fashion with cultural intelligence, not stereotypes.
Sources & References
The Guardian, Nike Pro Hijab and Tommy Hilfiger modest collections. theguardian.com
Pinterest UK / Independent, Modest fashion searches up 500% in 2019. independent.co.uk
LBBOnline / ODD Research, 86% of Muslim women feel ignored, 93% encouraged to visit inclusive stores. lbbonline.com
Fashion Compassion, DKNY Ramadan Collection 2014. fashioncompassion.co.uk
Huffington Post, H&M Close the Loop featuring Mariah Idrissi. huffingtonpost.co.uk
hijab fashion industry
modest fashion industry
Nike Pro Hijab
Tommy Hilfiger hijab
modest fashion £270bn
Muslim women fashion UK
DKNY Ramadan collection
Mariah Idrissi H&M
Anniesa Hasibuan NYFW
modest fashion trends
World Hijab Day
Mediareach modest fashion
The UK's pioneering multicultural marketing and advertising agency. Over 40 years connecting brands with diverse communities through cultural insight, creative excellence, and intelligent media strategy.
Feb 20, 2020
The Growing Role of the Hijab in the Fashion Industry
Worth £270 billion and up 500% in searches, modest fashion has moved from corner shops to catwalk, but 86% of Muslim women still feel ignored by major brands.
⏱ 4 min read
By mediareach
The hijab has cemented its place in global fashion. From Nike's Pro Hijab for female Muslim athletes to Tommy Hilfiger's designer version, more brands are capitalising on what is now known as the modest fashion industry, currently valued at £270 billion.
Defined as clothing that conceals rather than accentuates the female form for reasons of faith or personal preference, public interest is skyrocketing. Pinterest UK reported searches up 500% in 2019, while Google returns just under 200 million results for the term.
Yet visibility hasn't equalled inclusion. 86% of Muslim women in the UK continue to feel ignored by major brands.
From Corner Shops to Catwalk
Not long ago, Muslim women in the West had two choices: rely on independent ethnic grocery stores importing hijabs from overseas, or make their own. That began to change in the mid-2000s when the term 'modest fashion' came to prevalence and designers realised there was demand for modern, fashionable options.
In 2014, DKNY became one of the first major brands to respond with its first Ramadan collection, monochromatic, easy-to-wear tops, jackets, trousers and skirts. A year later, H&M made headlines with its 'Close the Loop' campaign featuring Mariah Idrissi, the brand's first hijabi model.
By 2016, Indonesian designer Anniesa Hasibuan debuted an entire hijab collection at New York Fashion Week. High-street names like Marks & Spencer and Debenhams followed, as did Dolce & Gabbana, though the latter faced criticism in 2018 for a nouveau-riche interpretation of the hijabi woman.
A Positive Assertion of Identity
As Dubai-based influencer Anum Bashir points out, covering up doesn't have to mean avoiding trends. Today's hijab is a blend of modernity and modesty, not a rejection of fashion, but a way of engaging with it on your own terms.
"Women interpret requirements to dress modestly in many different ways, and how they choose to interpret it can change over time."
Reina Lewis
Professor of Cultural Studies, London College of Fashion
Time to Embrace Diversity
Reina Lewis notes that many Muslim women don't even label their clothes as 'modest', it's simply a style they relate to and enjoy. The name refers to a preference, not a limitation.
For brands, the message is clear: modest fashion isn't a niche. It's a £270bn market of engaged, higher-spending consumers who are actively looking for brands that understand them. Incorporating hijab and modest collections isn't just inclusive, it's commercially smart.
Want to Reach Muslim Women Authentically?
Mediareach is the UK's most experienced multicultural marketing agency. We help brands design, market and communicate modest fashion with cultural intelligence, not stereotypes.
Sources & References
The Guardian, Nike Pro Hijab and Tommy Hilfiger modest collections. theguardian.com
Pinterest UK / Independent, Modest fashion searches up 500% in 2019. independent.co.uk
LBBOnline / ODD Research, 86% of Muslim women feel ignored, 93% encouraged to visit inclusive stores. lbbonline.com
Fashion Compassion, DKNY Ramadan Collection 2014. fashioncompassion.co.uk
Huffington Post, H&M Close the Loop featuring Mariah Idrissi. huffingtonpost.co.uk
hijab fashion industry
modest fashion industry
Nike Pro Hijab
Tommy Hilfiger hijab
modest fashion £270bn
Muslim women fashion UK
DKNY Ramadan collection
Mariah Idrissi H&M
Anniesa Hasibuan NYFW
modest fashion trends
World Hijab Day
Mediareach modest fashion
The UK's pioneering multicultural marketing and advertising agency. Over 40 years connecting brands with diverse communities through cultural insight, creative excellence, and intelligent media strategy.