Industry pioneers Modanisa dazzle with their first London Modest Fashion Week

Industry pioneers Modanisa dazzle with their first London Modest Fashion Week

26 designers from around the world showcased their new lines at the Modanisa London Modest Fashion Week, which ended on Sunday. Sponsors Modanisa – the world’s biggest online modest fashion retailer – brought the glitz and glamour of its concept to the British capital after hosting the hugely successful first-ever Modest Fashion Week in Istanbul last yearModisana 1

LatifiTickets for all the fashion shows sold out weeks ago. Emerging and established designers presented their new collections on the catwalk at the iconic Olympia, including British labels Pillar and Farrah Naaz, Fllumae (USA), Aidijiuma (Malaysia), Mayovera (Turkey), and Helena Latifi (Norway).

Franka Soeria a co-creator of Modest Fashion Week, said: “The shows illustrated how diverse modest fashion style is. Some were heavily defined by cultural influences, while others fused East-West elements, producing modern daywear and glamorous evening dresses that adhere to Islamic principles, yet appeal far beyond.”

Somali-American Halima Aden – the world’s first hijab-wearing model – opened MLMFW, stepping on to the runway wearing a peach blush abiye (evening dress) and hijab by Minel Aşk. Halima was mobbed by fans afterwards, eager to talk to and have their pictures taken with the rising star.

British hijabi model Mariah Idrissi also attended, as did globally renowned modest fashion bloggers Leena Asad and Sena Sever, each with half-a-million social media followers, and Nabiilabee, whose new BBC documentary ‘New York Hijabis’ aired last week.

Farrah Naaz

Complementing the catwalk shows were panel talks featuring big names from the industry, clothes stalls, and networking activities for designers, buyers and the media, all programmed by consultants Özlem Şahin and Franka Soeria of Think Fashion.

Following its first LMFW, Modanisa CEO Kerim Türe said: “London is one of the key fashion capitals of the world, so it was important for us to bring our Modest Fashion Week concept here. The fact that the catwalk shows sold out weeks ago illustrates the demand for them.”

Modest fashion is a thriving new sector. A 2015 State of the Global Islamic Economy report valued the industry at USD 230 billion globally, predicted to rise to USD 327 billion by 2019.

Launched in 2011, is the world’s first online fashion and shopping website for women embracing a modest dressing style. It stocks 30,000 items from over 300 brands, serving 9 million visitors each month with sales to 103 countries.

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