Key Insights
Essential data points from our research
In 2022, Muslim consumers spent an estimated $318 billion on fashion and clothing globally
The global modest fashion market is projected to reach $375 billion by 2025
The modest fashion sector grew by 5.7% year-on-year in 2021
Turkey is the largest consumer market for modest fashion, with a spend of $38 billion in 2021
The United Arab Emirates (UAE) follows closely with a modest fashion spend of $23 billion
Indonesia’s modest fashion consumption was valued at approximately $16 billion in 2021
60% of modest fashion consumers cite religious adherence as their primary motivation for purchase
90% of Muslim women believe mainstream fashion brands do not sufficiently cater to their modest needs
Gen Z Muslims are 1.5 times more likely to purchase modest fashion from sustainable sources than older generations
Pinterest reported a 50% increase in searches for 'modest inspo' in 2021
The hashtag #ModestFashion has over 4 million posts on Instagram as of 2023
Modanisa, a leading modest ecommerce platform, attracts over 20 million visitors annually
Nike’s launch of the Pro Hijab in 2017 spurred a 12% increase in modest activewear sales industry-wide
Modanisa became the first modest fashion platform to receive Goldman Sachs investment
Uniqlo's collaboration with Hana Tajima has released over 12 collections since its inception
Brands, Investment & Trends
- Nike’s launch of the Pro Hijab in 2017 spurred a 12% increase in modest activewear sales industry-wide
- Modanisa became the first modest fashion platform to receive Goldman Sachs investment
- Uniqlo's collaboration with Hana Tajima has released over 12 collections since its inception
- Dolce & Gabbana was one of the first luxury houses to launch a dedicated Abaya line in 2016
- The Modest Fashion Week brand has held events in 5 major cities: Istanbul, London, Dubai, Jakarta, and Amsterdam
- Tommy Hilfiger launched a hijab in 2020 to capture the luxury modest market
- Investments in Islamic economy startups, including fashion, reached $11.8 billion between 2015 and 2021
- Lyra Swimwear, a modest swimwear brand, saw 400% growth in sales within two years of launch
- Haute Hijab raised $2.3 million in seed funding to expand into performance wear
- Net-a-Porter creates a dedicated 'Ramadan Edit' annually featuring exclusive capsules from over 20 brands
- As of 2022, 12 major high-street retailers (including H&M and Zara) have released specific 'Modest' collections
- The leading modest fashion brand in Indonesia, Dian Pelangi, has over 5 million social media followers
- Halal-certified cosmetics, often sold alongside modest fashion, is a trend growing at 8% annually
- Adidas featured a hijabi woman in a major campaign for the first time in 2016, signaling mainstream acceptance
- Leem, a Saudi modest fashion brand, expanded to 7 international markets in just 3 years
- The 'burkini' ban controversy in France in 2016 ironically increased sales by 200% for the original creator Aheda Zanetti
- 25% of modest fashion brands now incorporate sustainable eco-friendly fabrics to attract Gen Z
- Bella Hadid and Halima Aden are cited as the top celebrity influencers impacting luxury modest fashion trends
- Investment in Indonesia's 'Islamic Fashion Institute' has pumped $2 million into educating new designers
- Startup accelerator 'Goodforce Labs' focuses specifically on ethical and modest fashion startups
Interpretation
Once sidelined, modest fashion has politely elbowed its way to the center of global retail, and thanks to Nike's Pro Hijab and billion-dollar investment flows, luxury houses and high-street giants launching dedicated lines, celebrity endorsements, rapid startup growth and even controversy-driven spikes, it now commands mainstream attention, sustainability credentials and serious spending power.
Consumer Behavior & Preferences
- 60% of modest fashion consumers cite religious adherence as their primary motivation for purchase
- 90% of Muslim women believe mainstream fashion brands do not sufficiently cater to their modest needs
- Gen Z Muslims are 1.5 times more likely to purchase modest fashion from sustainable sources than older generations
- Searches for 'modest fashion' increase by 500% during the month of Ramadan globally
- 78% of modest fashion consumers are under the age of 40
- Modest fashion consumers spend on average 15% more per transaction than non-modest fashion consumers in the UK
- Non-Muslim women account for approximately 15-20% of modest fashion purchases for aesthetic reasons
- 44% of modest fashion shoppers prefer buying complete looks (sets) rather than individual items
- Comfort is cited by 32% of consumers as the second most important factor after modesty coverage
- There is a 20% higher return rate for modest fashion items bought online due to fit issues with layering
- 65% of modest fashion consumers use visual search tools to find matching headwear
- Spending on modest sportswear has increased by 14% among Muslim women in Western countries since 2018
- 8 out of 10 modest fashion consumers prefer brands that feature diverse representation in their advertising
- During Eid holidays, average basket size for modest fashion retailers increases by 35%
- 55% of modest fashion buyers state they are willing to pay a premium for high-quality opaque fabrics
- Modest fashion consumers in the US list 'modern aesthetic' as more important than 'traditional cut' by a margin of 2:1
- Loyalty program participation among modest fashion consumers is 10% higher than the industry average
- 30% of consumers engage with modest fashion content to find styling hacks rather than to purchase immediately
- Demand for plus-size modest fashion is growing at twice the rate of standard sizing in the Middle East
- 40% of modest fashion shoppers check the 'fabric composition' label for breathability before transparency
Interpretation
Modest fashion is quietly elbowing its way into the mainstream as a youth-led market powerhouse, with 60 percent of buyers motivated by faith, 78 percent under 40 and Gen Z shoppers 1.5 times more likely to choose sustainable options, searches spiking 500 percent during Ramadan and baskets swelling 35 percent at Eid, yet 90 percent of Muslim women feel underserved by mainstream brands which helps explain 15 percent higher spend per UK transaction, 55 percent willingness to pay more for opaque breathable fabrics, strong demand for complete looks, visual search for headwear, diverse representation, modern aesthetics and loyalty program engagement, alongside higher fit-related return rates and rapidly growing plus-size and sportswear demand.
E-Commerce & Digital Trends
- Pinterest reported a 50% increase in searches for 'modest inspo' in 2021
- The hashtag #ModestFashion has over 4 million posts on Instagram as of 2023
- Modanisa, a leading modest ecommerce platform, attracts over 20 million visitors annually
- TikTok videos tagged #HijabFashion have accumulated over 10 billion views
- 40% of modest fashion sales are now completed via mobile devices
- Online penetration of modest fashion sales in the GCC region is approximately 12%
- Influencer marketing drives 25% of all traffic to major modest fashion e-commerce sites
- Search volume for 'burkini' spikes by 300% every June on Google Trends
- Live streaming shopping events for modest fashion have a conversion rate of 5% in Southeast Asia
- 68% of modest fashion shoppers follow at least 3 modest fashion influencers
- Digital modest fashion startups raised over $50 million in venture capital in Q1 2022
- The search term 'Abaya' generates 450,000 monthly searches globally
- 1 in 3 modest fashion e-commerce sites now offer 'Buy Now Pay Later' options to boost basket size
- Virtual try-on technology adoption in modest fashion apps increased by 15% in 2023
- Facebook serves as the primary discovery platform for 45% of modest fashion consumers in Indonesia
- Modest fashion influencers charge an average of 20% more per post than general fashion influencers due to niche audience engagement
- E-commerce return rates for hijabs are less than 5%, significantly lower than general apparel
- Amazon has increased its modest fashion inventory by 200% since 2018
- 50% of modest fashion buyers interact with chatbots for sizing inquiries before purchase
- SEO traffic accounts for 35% of customer acquisition for modest fashion blogs
Interpretation
Taken together, these numbers show modest fashion quietly turning traditional silhouettes into startup gold as it moves from a cultural niche into a digitally native, commercially potent sector: social platforms and search have exploded engagement, influencers and live shopping drive a substantial share of traffic and conversions, mobile and major marketplaces host millions of shoppers, BNPL and venture capital scale startups, tech such as virtual try on and chatbots raise conversion while low return rates keep margins healthy, and predictable seasonal and regional patterns make the market both data rich and reliably investable.
Market Size & Economic Growth
- In 2022, Muslim consumers spent an estimated $318 billion on fashion and clothing globally
- The global modest fashion market is projected to reach $375 billion by 2025
- The modest fashion sector grew by 5.7% year-on-year in 2021
- Modest fashion accounts for approximately 10% of total global fashion spending
- By 2024, the CAGR (Compound Annual Growth Rate) of the modest fashion market is expected to be 6%
- The global Islamic clothing market size was valued at $76.34 billion in 2020 excluding general modest wear
- The modest fashion industry valuation is expected to surpass $400 billion by 2028
- Consumer spending on modest fashion decreased by 2.9% during the 2020 pandemic year before rebounding
- The modest fashion market is larger than the fashion markets of the United Kingdom, Germany, and India combined
- Investment in the modest fashion sector exceeded $1.2 billion in cumulative funding widely across the globe by 2021
- The general modest wear market (including non-Muslim consumers) creates a larger total addressable market of over $500 billion
- Modest fashion spending is predicted to grow at a faster rate than the mainstream apparel market through 2026
- The luxury modest fashion segment alone contributes over $30 billion to the total market
- The halal economy, of which fashion is a pillar, is set to reach $2.4 trillion by 2024
- Year-over-year growth for modest fashion revenue was recorded at 4.8% in 2018
- In 2015, Muslim consumer spending on clothing was estimated at $243 billion, showing a steady upward trajectory
- Forecasts indicate a 6.1% CAGR for the global Islamic clothing market from 2021 to 2027
- The market volume of modest fashion is roughly equal to the shoe markets of China and the US combined
- The 'Modest Fashion' search interest on financial investment platforms has grown by 30% since 2019
- Independent modest fashion brands account for approximately 20% of the total market revenue
Interpretation
Accounting for roughly a tenth of global fashion spend and on track to top $400 billion, the modest fashion market has quietly become the industry's must-have growth story—rebounding from the pandemic, attracting billions in investment, outpacing mainstream apparel growth, and rivaling the largest national markets.
Regional Demographics & Markets
- Turkey is the largest consumer market for modest fashion, with a spend of $38 billion in 2021
- The United Arab Emirates (UAE) follows closely with a modest fashion spend of $23 billion
- Indonesia’s modest fashion consumption was valued at approximately $16 billion in 2021
- Saudi Arabia ranks third globally in modest fashion consumption at $18 billion
- By 2050, the Muslim population will nearly equal the Christian population, driving modest fashion demand in current minority regions
- Nigeria is the leading modest fashion market in Africa, with spending over $10 billion
- The Asia-Pacific region holds the largest market share in the modest fashion industry due to population density
- Europe’s modest fashion market is growing at a CAGR of 5% driven by immigration and conversion
- The United Kingdom is one of the top exporters of modest fashion e-commerce to the Middle East
- Russia’s modest fashion market is valued at over $2 billion annually
- In the USA, the modest fashion market is driven by 3.45 million Muslims and conservative Christians
- Iran is the sixth-largest consumer of modest clothing globally
- The DACH region (Germany, Austria, Switzerland) sees a high demand for premium modest wear due to high disposable income
- Malaysia aims to become the 'Global Halal Hub', heavily promoting its modest fashion industry exports
- France has a modest fashion spending market of roughly $7 billion despite political regulatory challenges
- Australia’s modest fashion market is growing with a focus on swimwear and resort wear
- Istanbul is positioning itself to be the capital of the modest fashion world, hosting major fashion weeks
- The MENA region contributes to 35% of the total global modest fashion revenue
- Singapore serves as a key retail gateway for modest fashion brands entering Southeast Asia
- Pakistan’s textile industry supplies 15% of the raw materials used in global modest fashion production
Interpretation
Modest fashion has quietly become the industry's power suit: Turkey leads with $38 billion in spend, the UAE, Saudi Arabia and Indonesia follow with hefty budgets, MENA accounts for 35 percent of global revenue while Nigeria, Iran, France and Russia and a US market driven by 3.45 million Muslims and conservative Christians keep demand diverse, Pakistan supplies much of the raw material and hubs from Istanbul to Singapore and the UK turn this from a niche into a major geopolitical, demographic and economic force reshaping global apparel.
References
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