Forget the miniskirt, this website offers luxury fashion for modest dressers – South China Morning Post

E-commerce entrepreneur Ghizlan Guenez was raised in Algiers, Beirut, London and Dubai and is aware of the problem of shopping for trendy garments that don’t offend one’s modesty.“It's an expertise and a frustration that I’ve seen for so long as I can bear in mind,” she says.

Introduced up in an all-feminine family, half of whom dressed modestly, she watched them undergo the frustration of looking for fashion that fitted their tradition and life-style. Shopping for garments was a time-consuming expertise that usually entailed altering or layering items.

Vogue Arabia launches in the Middle East with bright colours and lashings of style

Guenez noticed a possibility and on Worldwide Girls’s Day, March eight, this 12 months she launched a website for ladies preferring to decorate modestly.

The Modist sells prime labels akin to Marni, Alberta Ferretti, Mary Katrantzou and Christopher Kane, and goals to take the ache out of procuring for those that desire a extra lined-up look – and never simply for non secular causes. There are not any miniskirts or lacy robes. “If it’s not related to her then it isn't on the website,” says Guenez. “We need to make the procuring expertise extra enjoyable, versus irritating.”

Self-funded by Guenez, the curated website additionally offers recommendation on styling, assembled by an skilled group which incorporates Lisa Bridgett, who was international gross sales and advertising director at Internet-a-Porter, and Sasha Sarokin, who was international shopping for supervisor with the identical e-commerce big.

The market for modest fashion is projected to achieve US$484 billion by 2019. Guenez recognised that there was no one addressing it from a luxury perspective, ”so to me it was a no-brainer to go e-commerce”.

She expects 50 per cent of the website’s enterprise to come back from clients in the Center East, however Guenez says The Modist will not be serving followers of a specific faith.

“We're choosing a fashion standpoint and understanding the wants of girls who need to costume in a demure means in an expert area, or are of a sure age and really feel it's extra acceptable and stylish to decorate in a sure means.” She believes dressing modestly straddles ethnicities, cultures and religions, a standpoint validated by the first few weeks of the website’s operation, which noticed clients from Singapore to London, and the Gulf area, utilizing it to buy.

Fashion model Dolce & Gabbana just lately confirmed its second abaya assortment, that includes a few of the idiosyncratic tulip, majolica tile and banana tree prints from its fundamental fashion line. Lebanese fashion designer Elie Saab is filming the second season of TV present Venture Runway Center East, which he fronts, and the worldwide catwalks have witnessed their first hijab-carrying mannequin.

Somali-American Salima Aden modelled for MaxMara, Alberta Ferretti and Kanye West’s Yeezy assortment at New York Fashion Week. The 19-year-outdated advised Enterprise of Fashion, “I wished to unfold a optimistic message about magnificence and variety, and to indicate different younger Muslim ladies that there's room for them.”

Dolce & Gabbana launches hijabs and abayas targeting wealthy Muslim Middle East market

Coinciding with The Modist launch was the debut of Vogue Arabia journal. Supermodel Gigi Hadid, whose father, Mohammed Hadid, is Palestinian-American, precipitated a sensation together with her cowl photograph through which she is partially veiled. Some on social media accused Hadid of utilizing the hijab as a fashion assertion, whereas others instructed she was profiting from her Palestinian roots for the shoot, regardless of not having publicly spoken about them earlier than.

Vogue Arabia, says Mohieb Dahabieh, the journal’s particular tasks editor, “is documenting and shedding a light-weight on the essential modifications in the Arab fashion world. Different magazines have appeared to what's occurring in the West and nobody cared about documenting what is going on right here.”

In mitigation, he factors out that Arabs and others who've felt the financial and political turmoil of current years have all the time appeared to the West for validation, “however a minimum of on the subject of fashion Vogue Arabia begins from the inside and that's nice for native readers”.

Guenez says: “It's a nice time for the Center East to shine. Vogue Arabia goes to be a phenomenal device to advertise what’s in the Center East.” Dubai already has a younger designers discussion board, Fashion Ahead Dubai, that's promoted at Paris Fashion Week, and aside from worldwide names, The Modist will embrace native expertise akin to Madiyah Al Sharqi.

“We are going to usher in younger skills which are sturdy sufficient for us to nurture and sit superbly aspect by aspect with our established designers,” Guenez says.

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