A luxury online shopping platform dedicated to modest clothing launched this week as the Middle East’s fashion it-girls took to Instagram to celebrate.

The Dubai and London-based e-commerce shop called The Modist stocks high-end labels such as Alberta Ferretti, Christopher Kane and Mary Katrantzou and is dedicated to modest wear for those who wish to stay covered but stylish.

“Our mission is to build a strong sense of purpose to empower a woman’s freedom of choice and to acknowledge how similar women across the world are — despite our diverse backgrounds, cultures and lifestyles — a relevant conversation at this time,” The Modist’s founder Ghizlan Guenez said in a release.

“We aim to break down pre-conceived notions while building a community and dialogue that invigorates, informs and celebrates the fashionable, modern, modest woman.”

According to the 2015/2016 Global Islamic Economy report, Muslims spent more than $230 billion on apparel in one year, with that number expected to grow to $327 billion by 2020.

“Fashion’s new gaze” is the tagline of The Mod, which aims to “bring you awe-inspiring modest fashion as well as an intimate glimpse into the lives, wardrobes and worlds of the women who are making a difference across the globe,” according to the site’s welcome letter. “Through The Modist and The Mod we are creating a home for women of all ages, cultures and faiths to shift the focus, now more than ever, firmly on the female gaze.”

Fashion bloggers such as Nadya Hasan Alanoud Badr took to Instagram to celebrate the launch, both posing with The Modist shopping bags at various locations.

Source: Arab News