Is Modest Fashion Going Mainstream? People Are Loving The New Brand On ASOS Offering Hijabs
The label Verona offers everything from headwear to dresses and jumpsuits.
17 April 2019
All Credits: PA
Modest fashion is still a relatively fringe phenomenon in the UK and Ireland, but it’s unlikely to stay that way for long.
It’s the term that refers to a way of dressing which is more covered up, often in line with religious beliefs. The movement was born out of religious women – and just women who wanted to dress more modestly – finding there were relatively few fashion-forward yet affordable options for them.
It’s particularly driven by Muslim women, and the hashtag #modestfashion has over 1.7 million hits on Instagram.
Verona chiffon maxi headscarf in dusty rose, £11/AED 53 on ASOS (Verona/PA)
Now, it’s going more mainstream as the Verona Collection has hit ASOS. The American-based modest fashion brand was launched in 2015 by photographer Lisa Vogl and designer Alaa Ammuss, who were struggling to find attractive clothes that were affordable and in line with their beliefs.
Verona Curve long sleeved layered jumpsuit in green polka dot, £50/AED 239 on ASOS (Verona/PA)
It’s a savvy move from ASOS, as modest fashion is tipped to become big business. In 2017 London held its first Modest Fashion Week, and brands like Nike and Tommy Hilfiger have started creating and selling hijabs to great success.
Verona high neck long sleeved top, £35/AED 167, and wide leg trouser, £35/AED 167, in python print (Verona/PA)