We are living in a time where major retailers and fashion brands have launched “modest” clothing lines that cater to the needs of religious women — and to Muslim women in particular.. Dolce and Gabbana once released a line of hijabs and abayas. Whereas Burberry, DKNY, and Mango introduced limited-edition “Ramadan” collections to coincide with the Muslim holiday. Modest clothing lines is taking a major hype and is building a life of its own..
Dubai-based e-commerce fashion haven; ‘The Modist’ is literally the birth-child of modesty and high-end fashion.. Going live this week, the site will offer 75 contemporary designer brands to women whose religious, cultural or personal tastes lean to a modest style aesthetic.
Founded by 38 year-old Algerian Ghizlan Guenez, who has spent the past 20 years living in Dubai, the CEO of the Modist revealed ; “We’re not in the business of defining what modesty is because it’s a very personal thing,” Ghizlan intimately understands her target market.
We’re not in the business of defining what modesty is because it’s a very personal thing,
Lisa Bridgett, the former director of global sales and marketing at Net-a-Porter has been recruited by Guenez to take over as chief operating officer at The Modist.
There is literally a market segment that hasn’t been catered for, we would love to own this space.
Ghizlan believes that The Modist is poised to harness local insights, leveraging Dubai’s geographic sweet spot between east and west, to create a global offering for a customer base that has largely been ignored.
You get to understand the depth and the nuance of what the customer needs and how her needs haven’t been taken care of,” she says. “We are talking to a woman who dresses modestly, is modern, but she loves fashion. She’s educated, she travels; she’s got these boundaries that she espouses.
Targeting a global market, The Modist will even speak to the women in Brooklyn, Malaysia and Istanbul! Driven by the fact that modesty is not necessarily akin to Islamic fashion only. It crosses cultures and creeds, and speaks to values and a sense of style in which women want to dress.
The Modist will ship to 120 countries with DHL serving as the global distribution partner. Based in Dubai’s D3 design district, with a satellite office in London and global agency support, Guenez identifies Dubai as a very nurturing environment for entrepreneurs…