JD Institute of Fashion Technology
The Business of Modest Fashion: A Hidden Opportunity for Fashion Entrepreneurs

“What if modesty wasn’t about hiding — but about owning the spotlight, differently?”

Think about it. In a world obsessed with bold cuts and revealing trends, it’s the covered-up clothing lines that are making serious noise (and money) on the global stage. From Milan to Mumbai, modest fashion is not just a personal choice anymore — it’s a powerful global business.

And if you’re a fashion business student or an aspiring entrepreneur wondering why this matters to you, you’re already one step behind. But don’t worry — we’re about to fix that.

At JD Institute’s Fashion Business Management course, this is exactly the kind of industry shift students dive deep into — learning how cultural sensitivity and trend forecasting are becoming the real MVPs in the fashion biz.

Let’s unwrap the modest fashion wave and why it’s thriving — globally.

When Dolce & Gabbana Went Abaya-Chic

Back in 2016, Dolce & Gabbana launched a luxe collection of abayas and hijabs — and shook the entire fashion industry. This wasn’t just a campaign; it was a statement.

Luxury brands entering modest fashion showed the world that modest wear is not a “niche” — it’s a massive global market that deserves glam, glitz, and Gucci-level attention.

And guess what? The move paid off. According to the Global Islamic Economy Report, Muslim consumer spending on fashion is expected to reach $311 billion by 2025. That’s a lot of zeros.

Nike Put the Hijab on the Track — And It Sold Out

When Nike dropped the Pro Hijab, it wasn’t just about creating sportswear for Muslim women — it was a masterclass in inclusive design.

By working with real athletes like Zahra Lari, Nike proved that modest fashion isn’t restrictive; it’s empowering. More importantly, they tapped into a whole new customer base that had long been underserved in activewear.

This is where the smart fashion business student asks: What unmet needs are still out there?
That’s also something covered in the module of JD Institute’s Fashion Business Management course.

Uniqlo x Hana Tajima

Minimal, affordable, stylish — Uniqlo nailed it with their modest wear collections in collaboration with UK-based designer Hana Tajima.

It wasn’t just a Muslim fashion win; it became a fashion-for-everyone moment. Long tunics, loose trousers, and elegant layering made the line globally appealing, regardless of religious background.

Lesson? Modest fashion isn’t a religious label — it’s a style category, and a booming one at that.

Verona Collection: A Startup That Went From Garage to Global

It’s not every day that a modestwear brand makes it to Macy’s — but that’s exactly what Verona Collection did. Founded by fashion photographer and Muslim revert Lisa Vogl, the brand launched with a mission to bring chic, modest, and affordable clothing to women who were tired of layering or compromising style for values.

In 2018, Verona made headlines by becoming the first modest fashion brand to be sold at Macy’s, showing the world that modestwear inclusive fashion can be both profitable and powerful. It’s a perfect case study of how understanding culture + creating community = business gold.

Louella: The Modest Brand Backed by Celebrities

Another brand redefining the modestwear narrative is Louella, also co-founded by Lisa Vogl after her exit from Verona. Unlike typical modest brands that rely on layering to cover up, Louella’s approach is refreshingly simple: “Ready-to-wear, not ready-to-layer.” That line says it all.

With collections that are fully lined, fashion-forward, and made in the USA, Louella speaks directly to the everyday woman who wants coverage and confidence without sacrificing aesthetics. It’s not just about the clothes — it’s about building community, promoting body positivity, and bringing modesty into mainstream conversations.

Ready to Join Fashion’s Smartest Shift?

The business of modest fashion proves one thing loud and clear: The future of Fashion Business isn’t just about showing more. It’s about knowing more — about your customer, your culture, and your purpose.

If you’re serious about creating fashion that matters (and sells), you need more than design skills — you need real market smarts. Time to stop scrolling and start studying — because at JD Institute, the next big modest wear mogul could be you.