Modest Fashion Week is a new and exciting addition to the London Fashion Week calendar. As the first of its kind in the United Kingdom, the two-day event kicked off on Saturday with a runway show by Dubai-based brand Rouge Couture, founded by Her Excellency Sara al Madani.
Organized by Haute Elan, a modest UK-based e-commerce platform founded by Romanna Bint-Abubaker, LMFW will host over forty emerging and established brands from a number of countries, including the United Arab Emirates, Saudi Arabia, Egypt, and Turkey at the Saatchi Gallery. “Modest fashion is finally on the mainstream map,” exclaims Bint-Abubaker. “We are so grateful for the level of international support for LMFW, and we are excited with more coverage from the mainstream media on Day 2 with 15 more designers to showcase today making it a total of 60 brands exhibiting and showcasing at the event.”
Participating brands include Bahraini abaya label Leenaz, Saudi Arabia’s Art of Heritage, and Foulard. On the last day of the two-day showcase, Malaysian designer Syomir Izwa Gupta will unveil his Ready-to-Wear collection on the runway.
The event also features discussion panels, workshops, and pop-up stores. The all-new fashion platform invites retailers, influencers, and tastemakers from around the world to take part in the fashion extravaganza. Among them are Dina Torkia––better known as Dina Tokio–– (1.1mil) and Ascia Akf (2mil). They are joined by other hijabi fashion influencers including UAE-based fashion designer Rabia Zargarpur and Mariah Idrissi, the first hijab-wearing model to be featured in an H&M campaign.
The rise of hijab-wearing influencers and models is changing the perception of Islamic dressing on a global scale. Modest fashion is estimated as one of the fastest growing markets, and many brands are keen to be a part of the movement. Dolce & Gabbana recently unveiled its second abaya collection, while labels such as Christian Siriano and Marchesa are crafting caftan collections specifically for modest-shoppers.