Islamic Lifestyle 

Modest Fashion brand Aab defies wider UK fashion retail slowdown with 80% year on year sales growth online in 2018

| 09 January, 2019

London, January 2019 - Modest Fashion brand ‘Aab’ defies wider UK fashion retail slowdown with 80% year on year sales growth online for full year 2018.

The brand which is synonymous for it’s range of modest clothing comprising of long dresses, kimonos, abayas and hijabs said the growth was driven by online and is also attributed to a very successful marketing campaign last Ramadan which was inspired by the ancient Silk Route.

Commercial Director Altaf Alim said: “We are delighted to finish 2018 on such a positive note particularly against the backdrop of what has been a challenging year for fashion retail. Over the last few years we’ve experimented with our brand across various retail formats and channels however last year took the decision to really focus in on what works for us by pivoting our business to a digital first strategy and fine-tuning our offering, the results of which have been very successful.”

‘Our growth demonstrates the robustness of our business model as an authentic modest fashion brand against the backdrop of a slow down in consumer spending and the convergence between mainstream and modest fashion.”

The company plans to build on the success of it’s digital first strategy in 2019 by rolling out local language websites in French and German and investing further into both product, marketing and customer experience.

In October last year a forum at New York’s Fashion Institute of Technology defined “modest fashion” as generally “loose-fitting clothing that covers as much of the body as the wearer wishes.” Steven Frumkin, dean of the Baker School for Business and Technology at FIT, says the fresh attention is the result of several factors but suggests it was catalyzed primarily by the new influence and buying power of Muslim women. Consumers worldwide spent $254 billion on Muslim attire in 2016, according to the latest State of the Global Islamic Economy Report. Other reports have estimated that the market could be worth more than $350 billion in two years, ranking behind only the U.S.’s and China’s.


PR enquiries:
Altaf Alim
Tel: 07900 215 183



About Aab
London-based Aab is one of the world’s leading modest fashion brands for women with a global client base.
Its collection is available exclusively online through its website and it’s UK store in London as well as Debenham’s Middle East.
Aab offers a full collection of modest fashion including kimonos, scarves and abayas.
For more information please visit