Islamic Lifestyle

Second annual modest fashion week takes off on London runway

| 15 April, 2017
Second annual modest fashion week takes off on London runway
Photo: Models on the runway at Istanbul Modest Fashion Week, May 13-14 2016

The annual modest fashion week opens in London today following its first outing in April last year in Istanbul.

Organised by Turkey’s leading modest fashion e-tailer Modanisa and event partner Think Fashion, this year’s two-day event will send down the runway 30 models showing more than 300 outfits from 22 brands and designers.

This weekend’s London event is smaller than the inaugural show in Istanbul last year that organisers said featured more than 70 designers but key modest fashion countries are still represented. They include Muslim-majority markets Turkey, Indonesia and Malaysia, as well as non-Muslim-majority markets that are recognised as influencers in the sector: UK, U.S., and France.

“The emphasis at London Modest isn’t about scale or numbers. It is about touching base with modest fashion lovers and talents in Europe,” Franka Soeria of Think Fashion told Salaam Gateway.

London was chosen in recognition of its diversity of cultures, the UK’s expanding modest fashion industry, and its links with other European modest communities, added Soeria.

She said the annual modest fashion week will be held in different countries, with the runway shows accompanied by talks, workshops, and networking sessions to facilitate industry collaborations. This year’s sessions include ‘Inspiring Muslim Women’, ‘What It Takes to Be a Global Brand’ and ‘Modest Fashion Trends of the Globe.’

The event aims to become the global industry's annual platform for designers, retailers, manufacturers and buyers to come together. Soeria told Salaam Gateway at last year's event that financing infrastructure, market fragmentation and a relatively unsophisticated appoach to branding, marketing and retailing threaten local modest lines. 

Featured designers showing in London include Aidijuma (Malaysia), Fllumae (U.S.), Gulshaan (France), Jubahsouq (Malaysia), Mayovera (Turkey), and Si.Se.Sa (Indonesia).

Designers involved in discussion panels include Iman Aldebe (Sweden), Melanie Elturk (U.S.), Meriem Lebdiri (Germany), Nazmin (Aab Collection, UK), and Rabia Z (UAE).

This is the second modest fashion show in London this year. In February, UK-based Haute Elan hosted a two-day show as part of London Fashion Week.

(Reporting by Emmy Abdul Alim)

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