Farkhanda Shafat
Modest fashion has lately emerged as a counter-fashion trend led by progressive Muslim countries and fashionistas. From the Islamic point of view, modest fashion is an emergent phenomenon offering non-adherent and non-transparent clothes that cover a large part of the body. The modest fashion segment of the fashion industry is being validated as a growing global industry. The influence of the modest fashion industry has been growing globally so much so that the lead fashion houses from around the world have started to venture in this line of clothing.
Given the fact that Islam is one of the major religions of the world, 24% of the global population is Muslim. As such, the segment of the global population dressing modestly is considerably high. But a clear-cut definition of modest fashion has been absent for the most part in history. People have culturally been dressing in their own modest ways. However, with the widespread growth of the internet, social media and influencer culture, the clothing segment has also witnessed a major trend shift.
The term modest fashion or modest dressing refers to a style of fashion in girls of carrying much less skin-revealing garments, particularly in a way that satisfies their religious and stylistic requirements for reasons of faith, faith or non-public choice. The exact interpretation of ‘modest’ varies across cultures and nations. There is no unambiguous interpretation as its miles stimulated via socio-cultural traits of each country. Beyond its various interpretations, there is a unanimous agreement about the concept that modest style means free clothing, relaxed dressing and overlaying of the body in keeping up with the person’s own definition of comfort.
Fashion is a lucid and subjective term. People at individual level from across the world have diverse preferences and choices relating the clothes that one prefers to wear. One of the trends that are currently sweeping the contemporary fashion world is the modest fashion. Under the influence of modest clothing, a person is not only given an opportunity of covering almost all parts of the body but at the same time, the clothes worn are comfortable and loose ensuing both comfort and confidence.
The modest fashion has evolved from being a concept to becoming an economic parallel of the global fashion industry. According to the Dinar Standard State of Global Islamic Economy Report 2022, Muslims’ spending on apparels has grown by 05.7 percent in 2021 to the valuation of $295 billion. The demand for modest fashion has been manifesting an increase over the course of past few decades. The economic significance of this rising trend is of immense importance especially across the Muslim dominated pockets of the world.
Given the customization and modified preferences of the consumers belonging to this market segment, there are opportunities for young enthusiastic entrepreneurs to set distinctions by creating their unique brands. In the era of internet and social media boom the scope of international recognition is highest of all times and so is the scope for a carefully handled brand to capture not only the local and national but the international modest fashion market as well. The demand for customization makes the segment even more lucrative in terms of the final outfits that are designed and the profit margin such specifications lead to.
The modest fashion segment in Kashmir has seen a steady growth over the period of time. Given the Muslim majority nature of the local populace and the growth of internet and social media influencing the people with an inclination towards modern clothing have been looking for locally available options. This has opened up arena for the young entrepreneurs to venture in this direction.
One such instance is the business line by the name of “Modest Forever Kashmir”. The owner of the store, a young entrepreneur from Valley says that he was inspired by his friend from Delhi. This friend of his has a manufacturing unit in Delhi where they produce various lines of modest clothing to be sold in the rest of the country. Having Kashmiri roots the owner of Modest forever knew the nature and inclination of the local market.
For the people of Kashmir, the definition of modest clothing for a very long time has been putting up an ‘Abaya’ or a ‘Burqah’ over their usual clothes. People with liking for such attires have had limited options. The market in Goni-Khan Lalchock and the market around the Jamia Masjid in Nawhatta has served as the modest clothing hotspots in the Srinaar city for a very long time. With the evolution of the tastes and preferences of the people, especially the younger generation, these markets haven’t been able to cater to all their demands. Finding the open spot in the local market the entrepreneur came up with the store in the Nowgam area of Srinagar. The store offers a wide variety of colours, patters, shades and customizations to the customers.
For the people of Kashmir interested in venturing in this line of business, the scope is immense. One of the major bottlenecks that a standard/traditional business faces while setting-up is the initial cost of production. In the contemporary times, where the online venturing is the most accessible channel to commercialization, people with an idea can start the business with the least (initial) cost of production. As such, for the people of Kashmir who are interested, the scope in the modest clothing segment of the clothing industry is immense.
The Authors are affiliated to the Department of Economics, Islamic University of Science and Technology and can be reached at dhaarmehak@gmail.com
