The UK’s first ever “modest” fashion event is taking place in London with hundreds of potential customers queuing to watch a catwalk show where some of the latest designs have been on display.
According to the organisers modest fashion is one of the fastest growing consumer markets.
The clothes comply with Muslim values but the designers say they get interest from women of all faiths and cultures who simply want to cover up a bit more.
Forty designers have displayed their garments at the event.
Among them, London-based Bushra Shaikh who has grown her brand iiLa over six years and exports her clothes around the world.
She’s currently in talks with big name high street department stores as she believes there’s a big mainstream market for her designs.
“We are literally trying to put this type of trend on the map,” she told Sky News.
“We know there’s a demand for it, we know people need it and it needs to be available on our high street where we shop every single day,” Ms Shaikh said.
“I’d like to walk down a high street and say ‘you know what, that’s my style, it’s something I’d wear tomorrow’.
“I can go into the store, buy the products and walk out.”
Event organiser Romanna Bint-Abubaker, founder of modest fashion website Haute Elan, told Sky News: “The fastest growing global consumer is at the moment the Muslim market.
“One in three people – by 2030 – will be a Muslim in the world – that’s a huge population.”
Noor Akhtar, 23, from London came to watch the catwalk show.
“I think it’s about wearing clothes and looking nice without having to reveal a lot of skin,” she said.
“I don’t feel the need to wear the hijab because my clothing is modest.
“I feel like if I’m dressed modestly I don’t need to cover my hair.”
Her friend Saira Khan agrees. “I think it’s about wanting to wear fashionable clothes without attracting the attention of the opposite sex.”