Key Insights
Essential data points from our research
The global modest fashion market was valued at $277 billion in 2019
Muslim consumer spending on apparel is expected to reach $311 billion by 2024
The modest fashion industry grew by 4.8% in 2019 despite economic challenges
Indonesia leads Southeast Asia’s modest fashion market with projected growth of 18.2% annually
In the UK, the modest fashion market is estimated to be worth £100 million annually
73% of Muslim women in the US and UK say they find it difficult to find stylish modest clothing
Turkey exported $2.5 billion worth of modest fashion clothing in 2020
Dubai hosted 30 international modest fashion brands at the 2021 Pret-A-Cover Buyers Lane
Modest fashion represented 14% of the total global fashion market in 2020
78% of Muslim women aged 18–34 consider faith and style important in fashion choices
Modest sportswear sales increased by 18% year-on-year in 2021
The Middle East spends over $50 billion annually on modest fashion
60% of Muslim women want brands to collaborate with modest fashion influencers
Consumer Spending & Behavior
- Muslim consumer spending on apparel is expected to reach $311 billion by 2024
- 73% of Muslim women in the US and UK say they find it difficult to find stylish modest clothing
- 78% of Muslim women aged 18–34 consider faith and style important in fashion choices
- Nike’s Pro Hijab led to a 23% increase in modest sportswear sales in North America
- Muslim spend on apparel in Europe is projected to reach $45 billion by 2024
- 65% of non-Muslim consumers express interest in modest fashion for style and comfort
- Modest fashion constitutes 20% of online fashion searches in Muslim-majority countries
- eCommerce platforms dedicated to modest fashion saw a 120% increase in website traffic during Ramadan 2022
- The average modest fashion consumer spends $500–$1500 annually on clothing
- 40% of modest fashion consumers are aged between 16 and 30
- Middle Eastern women spend 3x more on modest fashion than the global average
- 47% of modest fashion consumers prefer shopping online
- 89% of modest fashion buyers prefer brands that respect religious or cultural values
- The average order value of modest clothing is 15% higher than traditional apparel
- Modest swimwear searches on Pinterest increased 267% YoY in 2021
- 83% of modest fashion buyers consider sustainability an important factor
- 66% of modest fashion consumers prefer natural fabrics
- 90% of modest fashion consumers value inclusivity and body positivity
- Among Gen Z Muslims, 69% tailor or remix mainstream trends for modest wear
- Nearly 20% of modest fashion consumers cite modesty for non-religious reasons
- 58% of modest fashion customers want greater hijab variety in fashion
- 76% of modest fashion consumers prefer brands that reflect their cultural identity
- 44% of modest fashion sales happen on mobile devices
- 48% of modest fashion shoppers prefer curated platforms like Verona Collection or Haute Hijab
- 92% of modest fashion consumers are loyal to 2–3 niche brands
- Muslim youth (under 25) account for 63% of modest fashion market engagement
Interpretation
With a $311 billion market on the rise and Gen Z remixing modesty with modernity, the modest fashion industry isn’t just a niche—it's a style-conscious, culturally-rooted, digitally-driven revolution demanding faith-forward innovation from brands that are finally catching on.
Industry Trends & Innovation
- Over 100 modest fashion start-ups launched globally in 2020
- Women-led businesses make up 60% of modest fashion startups worldwide
- Zara launched a Ramadan capsule modest collection in over 10 markets in 2021
- 91% of modest fashion entrepreneurs are women of color
- More than 250 modest fashion-related eCommerce stores launched globally in 2021
- 41% of modest fashion brands are owned by solo entrepreneurs
- 71% of modest fashion brands sell internationally
- The modest fashion industry’s contribution to ethical production initiatives increased 33% from 2019–2022
Interpretation
Once a niche stitched in tradition, the modest fashion industry is now a global, women-powered force weaving diversity, entrepreneurship, and ethical ethos into the fabric of modern style.
Market Size & Growth
- The global modest fashion market was valued at $277 billion in 2019
- The modest fashion industry grew by 4.8% in 2019 despite economic challenges
- Indonesia leads Southeast Asia’s modest fashion market with projected growth of 18.2% annually
- In the UK, the modest fashion market is estimated to be worth £100 million annually
- Modest fashion represented 14% of the total global fashion market in 2020
- Modest sportswear sales increased by 18% year-on-year in 2021
- The Middle East spends over $50 billion annually on modest fashion
- The modest fashion market is forecasted to reach $402 billion by 2024
- There was a 42% year-on-year increase in modest swimwear purchases in 2021
- The global modest fashion segment grew 4 times faster than traditional fashion in 2020
- The global luxury modest fashion market is expected to reach $88 billion by 2025
- Pakistan’s modest fashion market is growing at a CAGR of 14.2%
- Saudi Arabia’s modest fashion market is expected to be worth $30 billion by 2025
- Modest fashion content consumption on TikTok grew 5x in 2021
- Japan’s modest fashion growth rate is among the fastest in Asia at 13% CAGR
- The modest fashion influencer business is valued at approximately $5 billion
- Halal-certified modest clothing brands grew by 37% in 2020
- The modest fashion category has a projected CAGR of 6.1% through 2026
- The modest fashion industry supports over 2 million jobs globally
- Nigeria’s modest fashion sector is growing at 13.5% annually
- Modest occasion wear and bridalwear have seen a 38% rise post-2020
- Abaya sales in the Gulf countries increased by 25% in 2021
Interpretation
Once a niche stitched quietly into global wardrobes, modest fashion has become a $400-billion sartorial force, growing faster than traditional fashion, trending harder than TikTok influencers, and proving that covered can still command the spotlight.
Marketing & Brand Engagement
- 60% of Muslim women want brands to collaborate with modest fashion influencers
- Social media engagement for modest fashion brands rose 68% in 2020
- Over 1,800 modest fashion influencers operate on Instagram globally
- 72% of modest fashion consumers follow at least 3 fashion influencers
- Fast fashion brands that introduced modest fashion lines saw a 22% uplift in brand affinity
- 85% of modest fashion start-ups rely on social commerce strategies
- Global modest fashion marketing spend crossed $1.2 billion in 2021
Interpretation
Modest fashion may whisper in style, but with billions in marketing, surging social engagement, and a global network of influencers, it's making a bold statement brands can no longer afford to overlook.
Regional & Country-Specific Insights
- Turkey exported $2.5 billion worth of modest fashion clothing in 2020
- Dubai hosted 30 international modest fashion brands at the 2021 Pret-A-Cover Buyers Lane
- 34% of global modest fashion sales come from Southeast Asia
- The OIC (Organisation of Islamic Cooperation) countries represent 90% of the modest fashion consumption
- Indonesia aims to become the global modest fashion capital by 2024
- The UK has over 50 modest fashion brands targeting Muslim women
- Dubai Modest Fashion Week attracted participants from 20+ countries in 2021
- H&M's modest fashion collection contributed to 12% of its Middle East revenue in 2021
- Middle East and North Africa account for over 30% of the global modest fashion market
- Bangladesh modest fashion exports surged 11% in 2020
- Dubai’s modest fashion scene adds $3 billion to the national GDP
- Turkey’s modest fashion platform Modanisa ships to over 140 countries
Interpretation
From Istanbul’s billion-dollar exports to Jakarta’s ambition to lead, with Dubai dazzling the runway and Southeast Asia at the cash register, the modest fashion industry is proving that style with substance isn’t just a trend—it’s a global economic powerhouse cloaked in cultural confidence.