What the Fashion Industry Doesn't Get About Modesty
Written By Nawal AlsaeedIn the vibrant tapestry of global cultures, modesty is a principle that transcends religious and cultural boundaries. Yet, it often remains misunderstood or overlooked in the American fashion industry. This industry, celebrated for its creativity and innovation, still grapples with the concept of modesty, particularly from the perspective of faith-based practices like those in Islam, which lead in advocating modest attire as a core element of its teachings.
Historically, modesty has been a universal virtue across cultures and religions, from the robes of ancient Greek philosophers to Victorian England’s conservative attire. In many societies, including Islamic ones, modest clothing is a profound expression of faith, dignity, and self-respect. Yet, the American fashion industry often views modesty narrowly, as a demographic marker rather than a broader psychographic trait—meaning how an individual’s personality, values, interests, or lifestyle influence their behavior and decisions.
For instance, the fashion industry's narrow focus on ethnic markers in their modest fashion lines, such as the overuse of abayas and other culturally specific attire for Ramadan collections, has been criticized for not meeting the diverse needs of modest fashion consumers who are looking for more mainstream and versatile styles.
New brands in the modest fashion space, like Ameera, emphasize the need for elegant yet practical modest wear that caters to modern lifestyles, indicating a gap that mainstream fashion has been slow to fill. Addressing this gap does not just mean expanding the range of products but also involves a shift in perspective—seeing modesty not as a niche market but as a significant, underserved segment that overlaps with broader consumer trends toward more inclusive and ethical fashion choices.
“The fashion industry at large fails to consistently integrate modesty into its main collections, treating it as a niche market. ”
The 2023/24 State of the Global Islamic Economy Report shows that Muslim consumers spent approximately $318 billion on clothing in 2022, with projections to reach $428 billion by 2027. Despite this significant market potential, many mainstream American fashion brands have only sporadically addressed this segment, often as an afterthought or a seasonal marketing strategy rather than a sustained product line. While brands like H&M and Uniqlo have launched well-received modest clothing lines, such initiatives remain the exception. The fashion industry at large fails to consistently integrate modesty into its main collections, treating it as a niche market.
As a person who grew up Muslim in America, I feel deep pride in my identity but it was starkly absent from the mainstream fashion narratives I adored. Each month, flipping through Delia's and Victoria's Secret catalogs, I searched for someone who looked like me. The absence of representation was profound, leaving me questioning, ‘What do I wear? How do I fit in?’ This lack of visibility in fashion highlighted a gap in inclusivity and fueled my determination to create Studyus Monday, a brand where no one feels overlooked. Studyus Monday is based in Michigan with a focus on crafting high-quality garments rooted in community and collaboration. We use deadstock supply and strive to source materials from our surrounding land to minimize environmental impact. Additionally, we are passionate about helping designers bring their visions to life by offering consultation and assistance with small production runs.
At Studyus Monday, we have focused on creating garments centered around various themes. Our first collection, Modest Mod, paid homage to the 1960-70s British Mod Scene, redefining what modest wear can look like by focusing on bold materials and silhouettes. A standout item is our Bombzer (bomber + blazer) jackets, which serve as a multifunctional staple in your wardrobe. For our next collection, In Service, we used recycled polyester to make garments inspired by service workers, prompting consumers to ask themselves, ‘Who or what are we in service to and for? What is our purpose?’ Our recent collection, The Uniform Stories, celebrates youth and the everyday lives of the kids and young adults that make up our local community.
Modesty in fashion represents a significant, yet underutilized market opportunity for American brands. Modesty isn’t anything new, it is a concept deeply rooted in history, spanning across multiple demographics, psychographics, and geographies. The lack of representation for modest style, that gap that I grew up seeing is being addressed by entrepreneurs like myself who are pushing forward by creating our own opportunities. Yet, as a lover of fashion, I wait for the day when the American fashion industry truly embraces diversity and inclusivity. When it learns to see modesty not as a niche but a vibrant, evolving space with deep cultural and personal significance. By doing so, brands can expand their market and build deeper, more meaningful connections with consumers who value modesty in their attire.
Images provided by Studyus Monday
Photography by Traci Lovasz
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Nawal Alsaeed is a former respiratory therapist turned entrepreneur, combining her healthcare background with her business acumen to lead a thriving social and health services facility. As a devoted wife and mother, Nawal's passion extends beyond her family to the world of fashion. Through her experiences in fashion design school, she founded Studyus Monday, a brand committed to using creativity to make a positive impact.