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Is it possible to wear a little skirt? The answer is a resounding yes, when put on baggy pants, explained 26-year-old TikToker Maha Gondal.
Moderate fashion inspiration has exploded on TikTok as well as Instagram, with influencers expanding the account of what it means to dress straight. The hashtag #modestfashion now has over 1.3 billion views on TikTok. Gen Z and millennial content creator are at the forefront, often moving away from more traditional clothing, such as abayas and kaftans, and experimenting with fashion and layering in a way that gives a contemporary spin to modest clothing. And, there is a growing group of male moderate fashion influencers such as UK-based creator Mohamed Sharif who engage in traditional Islamic pieces such as the kufis (the short, round hat that is often used as a head covering in Muslim prayer) in its everyday “Scandi- minimalist” aesthetic.
“The Gen Z is more experimental and creative, and the same is true for moderate fashion,” Gondal said. “There’s a lot of layering – you can make any piece of clothing work.” It opens the doors to brands that don’t specifically target the average consumer. Gondal, whose TikToks has received more than 5 million likes, has become names like Ssense, Farfetch and Ganni. It’s important for brands to understand that modest dress isn’t always rooted in religious choice – many people choose to dress appropriately for other reasons, from personal beauty looks to the requirements of work.
It’s an opportunity to wear men’s, too, recognized by some brands. All Saints, Reebok and Asos are among those seeking to tap the moderate fashion market by releasing Ramadan or Eid capsule menswear collections. Often, these brands tap Muslim and moderate influencers to support marketing.