Mod­est Fash­ion on the Rise

These four com­pa­nies are cov­er­ing shop­pers around the world.

Fast Company - - Innovative Agent | The Modist -

1. Uniqlo

Since 2015, Uniqlo has part­nered with Bri­tish­japanese de­signer Hana Ta­jima on col­lec­tions that in­clude hi­jabs and tra­di­tional South­east Asian– style baju ku­rung tu­nic dresses, but are aimed at au­di­ences be­yond the Mus­lim world.

2. Macy’s

With the launch of its Verona Col­lec­tion this past win­ter, Macy’s be­came the first ma­jor U.S. depart­ment store to of­fer a range of af­ford­able hi­jabs and mod­est ba­sics— an op­por­tu­nity for the re­tailer to cul­ti­vate the grow­ing Mus­lim mar­ket.

3. Vivi Zubedi

Up-and-com­ing In­done­sian de­signer Vivi Zubedi made a splash at Fe­bru­ary’s New York Fash­ion Week with a show made up of only abayas, tra­di­tional ro­belike dresses. Zubedi’s la­bel fea­tures tex­tured fab­rics with pearl-adorned hi­jabs.

4. DKNY

Ra­madan has emerged as an im­por­tant shop­ping sea­son in the Mid­dle East, a trend that this New York–based brand tapped into by launch­ing an­nual Ra­madan-themed cap­sules in 2014. Its most re­cent line in­cluded maxi dresses and silk tu­nics.

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