Blog

At Zaynah, one of our guiding design principles is that less is more. When it comes to fashion, this funnily enough doesn’t mean less clothing, but more. The often disrespectfully sexualised ways in which women are often shown today in the media has given rise to a movement in fashion that tries to tap back into a femininity that is grounded, subtle, nuanced, and stylish. In a world filled with ads, social media, and fashions far too obsessed with showing skin to sell things intended to cover that skin. Modest fashion is an answer to that, and strives to enhance the mystique of femininity rather than putting it crassly on display.

A big driving force behind the modest fashion movement is the rise of fashion-conscious consumers belonging to conservative culture or faiths that have specific dress requirements, but it has found an avid market that reaches well into the secular and liberal world. What it means to dress modestly changes from culture to culture, and time to time, but one of the most admirable things about the modest fashion movement is that it embraces this diversity and cosmopolitanism.

Modest fashion trends have been hugely influenced by traditional Jewish, Islamic and Hindu fashions, and have played a huge role in exposing the Western world to these unique and striking styles. While some feminists have criticised modest fashion as cynical, or a whitewashing of bodily oppression, this view has gained very little support because of the large numbers of women who wear and buy modest fashion in liberal, secular, Western societies where they are under no obligation to do so.

Perhaps the best proof that modest fashion is much more than ‘religious wear’ or another attempt to subjugate female bodies can be found by looking at the success of the modest fashion industry. In 2018, modest fashion was estimated to be a $250 billion global industry. H&M, Dolce & Gabbana, and Uniqlo have all launched their own modest fashion ranges, and modest fashion is making more and more appearances on international runways and fashion houses.

If you are new to modest fashion, or just want to take your modest looks to the next level, here are a few tips. Don’t be afraid of layering – the right layered combinations of colours and materials can result in striking looks that make an impression while still leaving everything to the imagination. At the same time, make sure you have a few single-item options in your wardrobe, like maxi-dresses or jumpsuits. If you’re feeling like your look is just too plain, you can add some spice to it with a few carefully chosen accessories.

Need more inspiration? Take a look at Zaynah’s range of modest fashion items and accessories. At Zaynah, we don’t believe in compromising on decency or style, and our range proves that you don’t have to.

Shop at: www.zaynah.co.za

Instagram: @zaynah_official