The Rise of Modest Fashion [VIDEO] - Sara Salmani, Qufi Creative
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The Rise of Modest Fashion [VIDEO]

“Stop ignoring them and start representing them!”

In our latest video, Sara Salmani talks about the rise of the modest fashion, what it means, and what opportunities the mega market can offer brands.


“Modest fashion was one of the key highlight of the McKinsey report 2017. One of the largest fashion reports of the world, why’s that? Find out.

Hi! I’m Sara Salmani, I’m a creative director and a co-founder at Qufi Creative. There are 1.6 billion Muslims around the globe and 2/3 of them are under 30. We’re a multilingual, multicultural, teched-up mega market, and we’re extremely fashionable. In 2014 the global Islamic fashion market was valued at $240 Bn. That’s a lot of money!

In this past year alone, we’ve seen modest fashion take over the fashion world by storm. For the first time ever, hijabis were featured in the New York Fashion Week Runway. Major brands are smelling the opportunity and racing to enter this market.

So what’s been the cause of this turning point of seeing hijabis and loose clothing on the runway? I’ll tell you why, it’s not only because brands smell the money, it’s because Millennial Muslims are proud and loud. We believe that being faithful and modern go hand in hand. We don’t think our values contradict modern times. Young Muslims like us have a great impact on the social, political and the business world.

How do you exactly define modest clothing? While cultures do affect the interpretations of styles and trends of modest clothing, what’s phenomenal about the Millennial Muslim market is that we see patterns in trends and styles across the globe, all the way from the US to Indonesia.

One of the most visible pieces of modest clothing is the headscarf that we use to cover our hair, but I’ll be talking about that in more detail in my upcoming videos.

What is it that Millennial Muslims want from brands? There are three things to keep in mind:

  1. Stop ignoring them and start representing them.
  2. Do this with high-fashion taste. Don’t pull a Dolce & Gabbana!
  3. Last but not least, consider their practical needs. A see-through maxi dress does not equal to being covered.

If you are brand that wants to enter this market then don’t hesitate to reach out to us!

Next video coming up soon. Like, share, and subscribe!

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