The modest fashion industry is worth £400 billion — and most brands still get it wrong
The modest fashion industry is worth more than £400 billion globally, according to the State of the Global Islamic Economy Report. That figure is not small. In fact, it roughly matches the size of the entire UK retail clothing sector. Yet walk into most high street stores, and you’ll see the modest fashion industry sitting as an afterthought — a few maxi dresses, a basic jersey scarf in three colours, tucked near the back. So the market is huge, but the product on offer rarely matches it.
Why mainstream brands keep missing the modest fashion industry
Most large fashion houses treat modest wear like any other trend. First, they spot the demand. Then they launch a capsule collection. Eventually, they move on when something new appears. But modest dressing isn’t a trend for the women who live in it — it’s daily. Because of this, a brand that treats the modest fashion industry as seasonal will always under-invest, whether in fabric, sizing, or real design intention. Ultimately, they were never planning to stay.
This is partly why the modest fashion industry has grown so fast while still feeling underserved. Demand has outpaced real investment. As a result, many brands entered the space to capture a number, not to understand a customer.
What getting the modest fashion industry right actually requires
Getting modest wear right starts with fabric. However, most factories supplying the modest fashion industry pick polyester for its low cost, not its comfort. It traps heat, slips constantly, and pills after a few washes. For this reason, we’ve written before about the real differences between modal and jersey hijabs and why that choice matters more than people assume.
Beyond fabric, it also requires understanding how women actually wear the garment. They pin it, wrap it, and layer it, often for twelve hours straight. Yet a designer who has never worn a hijab through a full working day will design for the photograph, not the Tuesday.
Where the modest fashion industry’s gap shows up in real terms
In practice, the gap shows up in small, constant frustrations. A jersey hijab loses its grip after the third wash. Similarly, a modal piece shrinks because no one tested the fabric at scale. Meanwhile, suppliers slap a code on a colour instead of a name, because no one thought women would care what to call it. That’s why we’ve written separately about why we name our colours instead of numbering them — a small decision that says a lot about who a brand actually designs for.
On their own, none of these failures look dramatic. Together, though, they reveal a brand that forgot the wearer.
Why Origins by Hawwa was built for the modest fashion industry
Because we noticed this gap ourselves, as customers first, we started Origins by Hawwa. So we test our modal and jersey hijabs the way women actually wear them — through full days, repeat washes, and real movement, not just how they photograph. In addition, we give every shade a name instead of a number. As a result, women notice that difference: they can tell when a brand designs for them, rather than just selling to them.
Common questions about the modest fashion industry
How big is the modest fashion industry really?
Industry estimates put the global modest fashion industry above £400 billion. This figure covers clothing, footwear, and accessories that Muslim consumers buy, and it continues to grow faster than fashion retail overall.
Why don’t more brands invest properly in the modest fashion industry?
Often, brands treat it as a seasonal capsule rather than a core customer base. Consequently, that mindset limits real investment in fabric research, sizing, and design depth.
What should I look for in a modest fashion industry brand that gets it right?
Above all, look for transparency about fabric. Also look for real testing claims rather than marketing language, named colour ranges instead of numbers, and sizing that reflects how women actually wear the garment, not just how it photographs.