What is modest fashion?

Nikiara Purmambietova
2026-04-22T18:58:51+03:00

Assalamu alaikum wa rahmatullahi wa barakatuh, my dear customers and readers.

This is Nikiara — CEO and Founder of ModestBeauty.com. It is a global modest fashion platform that brings together the best modest fashion brands in one place. We make them easily accessible to women worldwide.

Today, I want to clarify what modest fashion means and why it matters.

Wherever I go — in Europe or the United States — I present my platform. I am always asked the same question: “What is modest fashion?”

This is understandable. This is a relatively new term. I discovered it not long ago. I am still exploring and reinterpreting it.

Through my research, I have found different definitions of modest fashion. I want to share them with you. I will also explain my personal view and how we define it at ModestBeauty.com when selecting designers and curating collections.

So,

Modest fashion is Muslim fashion.
It is fashion for women in Muslim countries, with clothing that follows Sharia guidelines: long dresses for prayer and mosque visits, scarves and hijabs, and niqabs that fully cover the face. People often see it as clothing only for Muslims.

Modest fashion is a trend in the fashion industry.
This direction in designer collections focuses on body-covering clothing: long, non-transparent, often layered, and not accentuating the female silhouette. At the same time, these clothes are elegant and stylish.

You can see such collections in premium brands like Dolce & Gabbana, Michael Kors, and Valentino, as well as in mass-market brands like H&M, Mango, and Massimo Dutti.

These are often capsule collections. They have limited availability and geographic reach and are frequently launched around Muslim holidays. They target Gulf countries but are worn by both Muslim and non-Muslim women.

Modest fashion is part of a value system.

Here, modesty is a broader lifestyle concept. It means choosing clothing that is elegant, stylish, and reserved.
People who follow these values may not connect with a specific religion. Instead, they value sustainable and ethical living, reducing overconsumption, and slow fashion.
In this context, modest fashion reflects one’s lifestyle and worldview.

What does modest fashion mean for us at ModestBeauty.com?

For us, modest fashion is about letting women feel like themselves. It means freedom of self-expression through clothing that fits their values and reasons.

We do not focus on why our customers choose modest fashion.
What matters is giving our customers freedom to choose. We support their choice with high-quality and thoughtfully designed clothing.

We curate collections and pieces that:

do not accentuate the body shape,

fully cover the body,

are not transparent or short,

while remaining comfortable, stylish, elegant, and beautiful.

I evaluate them based on several criteria:

fabric quality and composition,

production process,

patterns and garment fit.

It is important to me that the fabrics are natural or organic, that production is ethical, and that the cuts are suitable for women with different body types.

As a Muslim woman who wears a hijab, it is especially important to me that fabrics are natural, breathable, and comfortable. Clothing should let you feel like yourself — without compromising your values or lifestyle.

For us, modest fashion ultimately means freedom—freedom to choose, express, and feel comfortable in your own style. This is why we work with designers from around the world. This lets us show modest fashion’s diversity and offer true choice: different styles, body types, and heights.

Freedom is also about fair access to opportunities — regardless of who you are or how you look.

Explore our website to find collections from over 15 designers. Enjoy shopping for pieces that let you look stylish and modest.

We process worldwide orders promptly and aim to provide excellent customer service with around-the-clock support.

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What does modest fashion mean to you? Share your perspective with us for a chance to be featured in our community stories.
Share your thoughts with us on social media or by email—we value your perspective and look forward to connecting with you personally.

Feel free to message me directly: @nikihijabstyle

I will be happy to help you create your unique modest style together with ModestBeauty.com.

Thank you, and see you in the next publications.

Best regards,
Nikiara, CEO & Founder of Modestbeauty.com