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‘Modest fashion’ headed for mainstream despite political hostility, say experts
Surging demand for looser styles with high necklines comes amid politicians’ criticism of burqa and the hijab
Her remarks came days after the Reform MP Sarah Pochin asked the prime minister, Keir Starmer, if he would ban the burqa, a veil which covers the face and body, following France’s lead. Nonetheless, recent research by Bath Spa University found that “persistent and growing demand” for modest fashion internationally – typified by looser styles which cover the limbs with a high neckline – was driven by Muslim consumers and Instagram users, with Amazon and Farfetch emerging as market leaders at the affordable and luxury ends of the market respectively. Bournemouth University’s Dr Samreen Ashraf, who has pioneered UK research into modest fashion, said its growth was also driven by women’s desire to avoid objectification.
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