Muslims in the U.K. celebrated modest fashion one week after Eid al-Fitr
Thousands of people gathered to watch the free catwalks in the main hall of the shopping center at Westfield Mall in Shepherd’s Bush, London. The event was to celebrate U.K. Muslim culture, Mediterranean food, and modest fashion over the weekend of June 23rd and 24th.
The visitors were able to watch live catwalk shows that spread over the course of the two days in six different shows. More than 17 brands were featured on the runway from six countries including Indonesia, Pakistan, Malaysia, Dubai, Canada and the UK.
Modest Fashion Live comes only two months after the London Muslim Lifestyle Show that was held at Olympia Exhibition Center. The current event featured many of the same designers from the previous show.
“[Muslim]people are always happy and it’s a great environment to be in.”
“Doing this in Westfield, and doing it a week after Eid was so we can let other brands and other communities (outside the Muslim community) feel welcomed,” said Adhiba Dar, the Sales Director at Algebra Consulting, which organized both events. “When you use the word ‘Muslim’ people feel a little bit alienated.”
To break down the barriers between the Muslim consumer market and the mainstream fashion industry, and to build a bridge to Muslim’s untapped market in fashion industry, the event included mainstream brands such as Hobbs, French Connection, the White Company, Jigsaw and Aldo.
“We’ve been knocking on the brands’ doors for a very long time, but now, all of a sudden it’s fashionable to be modest and also very profitable,” Dar said. “Having the support of these brands is phenomenal.”
Muslim community is the fastest growing consumer group in recent years. Only in the U.K., the Ramadan economy was about £200m in 2017.
“This (Muslim) economy is predicted to be worth $4.7 trillion within the next few years, so for brands understanding the potential of this market … the opportunity is huge,” said Waleed Jahangir, CEO of Algebra Consulting. “Consumerism and commerce has no color.”
Ready-to-wear modest fashion
The main theme for the collections on the runways was to provide clothes that were ready to wear. Designers and brands tried to tap into the overall atmosphere of the mall by positioning their clothes and accessories easy to obtain.
“When you use the word ‘Muslim’ people feel a little bit alienated.”
Some designers like Ria Mirahnda’s collection, had silky fabrics, earthy colors and flower patterns. Dian Pelangi’s selection also featured big bold prints, in bright, summer colors. Arabian Nites’ outfits showcased pastel colors, with big, ruffled gowns and a flourished neckline, and Aidijuma featured big blocks of color, in various shades of pinks and purples, and reversible tops. Mariah Idrissi, the first hijabi model in the UK, walked for the brand on their Saturday show.
Other brands presented a more casual look. Jenahara’s clothes were mostly monochrome, with a slight pop of color in either the hijab or a patterned top. Khaadi displayed a variety of patterned tunics paired with skinny jeans, while Hijup Basic stuck mainly to one-color pieces.
“I really enjoy walking for Modest Fashion Live. The designers always make sure we’re happy in our clothes, and the outfits are comfortable and fit us very well,” said Jessica Lemos, who’s been modeling for the Modest Fashion shows in London since they started.
Lemos has been modeling for both mainstream and modest fashion shows and says that in the modest fashion shows “people are always happy and it’s a great environment to be in.” Lemos thinks that the clothes in the modest fashion shows in London are different: “it’s more about what women wear every day, and less about high-fashion.”
Arwa Hanif, one of the designers for Nur Jahan, a new clothing line from Dubai, agreed with what Lemos explained. She wants her design to be ‘very comfortable’. “We started this family brand because my mother, two sisters and I were inspired by the strength and artistic genius of Mughal empress Nur Jahan,” said Hanif. To explain the spirit of their brand’s name, Hanif said that Nur Jahan, an Indian empress invented particular type of Indian pants because she wanted to ride horses. “Nur Jahan’s creations were based on many values that are important to modern women today, such as practicality and elegance,” said Hanif.
Combining modest and mainstream fashion
The main difference at the Wetsfield’s Modest Fashion Live was the presence of Western mainstream brands. The White Company and Hobbs chose to present the more covered-up pieces from their regular collections. French Connection showcased sheer, lacy tops with floral prints, catering specifically to modest fashion lovers.
The following videos are the raw footages of the catwalk shows we recorded for your review. Please subscribe to our channel at Goltune News YouTube Channel
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London Modest Fashion Show part 1, by Goltune News
London Modest Fashion Live aims to break down barriers between #Muslim consumer #market and mainstream fashion industry to build a bridge between these two cultures.
Modest Fashion Show part 2, by Goltune News
Tal Imagor, Goltune News correspondent in #London recorded following footages for you to view. Please subscribe to our channel, write us your comment, like us, and tell us about your fashion tips.
Modest Fashion Show London part 3, by Goltune News
London Modest Fashion Live aims to break down barriers between #Muslim consumer #market and mainstream fashion industry to build a bridge between these two cultures.
Modest Fashion Show London 4, by Goltune News
Thousands of #Muslims and on-Muslims gathered to watch 17 brands’ collections on the main stage for the catwalk. #Muslim community is the fastest growing consumer group in recent years. All major brands are paying attention to this new and wealthy demographic.