Modest fashion is a young, fast-growing, multi-billion-dollar retail sector. What do we mean by Modest Fashion? Who are the personalities and companies driving this industry? And, even if it covers the skin, but is flamboyant, modelled with the purpose of attracting attention, and publicly promoted on social media, can fashion truly be modest?

A fashion journalist unzips the revolution, influence, and controversy of the modest fashion movement - as seen in Vogue Arabia, Harper’s Bazaar, Stylist, Glamour, Publishers Weekly, Foreword Reviews, Booklist, and more.

Muslim-American fashion journalist Hafsa Lodi has witnessed first-hand how the modest fashion industry has evolved from a niche segment to a powerful force that boasts a multibillion-dollar market value on the world stage. Whether they're influenced by the feminist nuances of modesty, abide by religious dress norms, or keep up with the latest social media trends, modest fashion is profoundly popular.

Lodi unpacks how designer brands like Gucci have popularized conservative attire and layering as the pinnacle of chic, and high-street brands like H&M and Mango have followed. She strips back the modest fashion movement to expose its true disruptors: the faith-centric fashion labels. Bolstered by a burgeoning community of Muslim, Jewish and Christian fashion influencers, they're at the forefront of this global surge.

Speaking to both the fashion industry and its consumers, Lodi explores the nuances and narratives of this fascinating movement and asks the burning question: In a world where fashion becomes a spectacle and seeks constant attention, can it ever be truly modest?