Modest fashion has always been a sartorial aesthetic, but its international recognition has been more recent. Savvy social media stars, hijab-wearing cover girls and conservative-inspired collections have sparked a boom in the now billion-dollar modest market which has led to more choices for the conscious consumer. Brands like ASOS, Mango and Nike have shown a shift towards inclusivity with Muslim-inspired capsules, whilst e-tailers, such as Net-A-Porter, have introduced modest edits. Dubai-based e-commerce site, The Modist, has been at the heart of chic, covered-up fashion since its launch in 2017. The luxury platform has become a go-to destination for global shoppers seeking modern maxi dresses, over-the-knee boots, and on-trend turtlenecks. Now, the clothing site is set to take modest wear across the globe, with a fashion pop-up opening in the United Kingdom this summer.
Eager to tap the UK market – which has seen an upsurge of interest in the modest movement over the past couple of years – The Modist has decided to introduce its first physical shop exclusively to international guests. The British pop-up will showcase pieces from the platform’s house label Layeur, as well as stocked brands such as Roksanda, Osman and Mary Katrantzou. Situated at the UK’s high-end outlet Bicester Village in Oxfordshire (just a the forty-five-minute train ride from London) the pop-up will be surrounded by luxe boutiques and leading lifestyle brands and will run from August 12 to September 24.
Launched by Algerian-born, Ghizlan Guenez, The Modist was created to connect with women across the world – all searching for elegant modest clothes. “When we make decisions in the business, we are constantly thinking of the Modist woman” said Guenez in conversation with Vogue Arabia, “what she is looking for and what we can do to enhance her experience. There’s also this notion of empowering her. We are enabling this woman to dress in a modest way, which she has chosen to do. We believe in the idea of choice and that exercising your choice is the most empowering thing.”
Through its first off-line venture, The Modist is offering more choice to the global consumer – expect embellished kaftans, elevated accessories and elongated silhouettes.
The Modist pop-up is at Bicester Village, England from August 12.