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Three top-performing modest styles to have on your radar this summer

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Three top-performing modest styles to have on your radar this summer

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Three top-performing modest styles to have on your radar this summer

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Need proof? Champion of inclusivity Rihanna just cast 67-year-old model, JoAni Johnson, in her first Fenty Maison campaign. Checkmate. When creating an age-fluid assortment, buyers need to avoid pigeonholing. While a customer's needs may change as they grow older, remember, age ain't nothin' but a number, and personal style should not be determined by it.

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Between them, Generation Z and millennials - broadly, shoppers in their late teens, twenties and thirties - attract endless attention, and represent fashion's consumers of both the present and future.
In this report, Drapers takes an in-depth look at how the two groups are changing, and how they feel about the fashion industry. What are the similarities between them, what are the differences, and where are the opportunities for brands designing and making clothes for these groups?

We also speak to a range of retailers about how they are creating propositions that appeal to these shoppers, and the feedback that they hear from them.

It is all too easy to become fixated on a certain age range, and younger shoppers are often the group of choice for retailers. They are, after all, the shoppers of the future, and brands that do not evolve alongside them are unlikely to survive long term. But while this report is aimed at delving into younger people's likes and dislikes, the aim is not to depict these shoppers as being more important than or even dramatically different to many of their older counterparts.

Many of the trends we observe in their changing behaviour are happening just as strongly for people over 40 as they are for those under. People's interests and tastes are rarely determined solely by their age, and Gen Z is no different.

But even with that in mind, it is interesting to watch a particular generation evolve, and determining what matters to them is still a worthwhile activity. Furthermore, much of the change we observe across all consumer groups is often driven by or more strongly represented among the young, whose strength of feeling about issues of the day can be greater than older generations.

One thing is clear, and that is the emergence of a more values-led, purpose-driven approach to fashion. Younger shoppers may not want to or are not yet able to pay more for ethically made items, but that doesn't mean they don't want them. In addition, the digital and multichannel shifts of the past two decades are not over yet. There is still plenty of work to do to meet those expectations.

Beyond the shifts in behaviour, it is heartening to see that younger shoppers are not disillusioned with fashion: most still see it as fun and inspiring, as well as a chance to express themselves, and they appreciate any brand attempting to keep up with them ethically. They appreciate even more those who are leading the way.

Having come of age during turbulent economic years and having never known life without the internet, they have little patience for rules and conventions that were designed for a different time. Gen Z and their older millennial brothers and sisters have the potential to make fashion an altogether better place to be: what brands need to do is exhibit a willingness to meet them there.

We hope you find the report useful. Please send any feedback or questions to rebecca.thomson@emap.com to help us continue improving our research into this group.

Rebecca Thomson, head of commercial content, Drapers

For the purposes of this report we define members of Generation Z as anyone born between 1995 and 2015, making the youngest four and the oldest 25. Millennials are those born between 1980 and 1995, and are roughly aged 26 to 38. We surveyed 2,000 consumers aged 18 to 38.

'Gen Z' has become just as much of a buzzword as 'millennial' did a few years ago, and is already synonymous with certain traits. If the headlines are to be believed, they are strident environmental activists, they are progressive, they are careful with money and they have short attention spans. But lumping such a broad, diverse group into one amorphous age bracket is a mistake.

Jonathan Reynolds, a retail and ecommerce expert at the University of Oxford says: "It's right to disaggregate Generation Z. We are wrong to use age definitions and put everyone into one age bracket. People have different contexts, motivations and there are different sub-groups within that demographic."

It is also easy to get swept away by the perceived newness of a fresh group of teenagers. But in many ways, Gen Z and millennials have similar patterns of behaviour to young people of previous generations.

To begin with, there is a larger, more mainstream group who watches what the Kardashians wear and is hooked on Love Island, and makes purchasing decisions that are driven by upcoming holidays and Saturday nights out. And there is also a much smaller, albeit articulate and vocal, more alternative group that is perhaps more progressive, and sometimes more controversial. This is best represented in 2019 by 16-year-old Swedish activist Greta Thunberg. Her emergence as a leader in this space is helped by the fact that anyone aged 25 or under is unlikely to remember the most significant events of the previous decade, such as 9/11 or the Iraq war. Terrorism was the defining issue as millennials entered adulthood ten years ago, but as this fades slightly in the collective memory, climate change is taking its place.

Reynolds says the activist group is the most interesting part of Gen Z, because they're exhibiting new kinds of behaviour. "They're not being influenced by big brands. They're very much a smaller subset of Generation Z but they're articulate and loud, so we hear a lot about them. And they probably have the brands more worried. If it grows, it's dangerous to brands because they often dont have the flexibility to shift."

What is different about Gen Z as a cohort, however, is they are the first group to have grown up with social media and related digital technologies, and this is creating new rules for how things get done. It has given them a new set of communication tools, which they are extremely adept at using, and which enables messages such as Greta's to spread faster and with more intensity than they might have a few years ago. The amplified impact and speed of change this has enabled means that Kylie Jenner is a billionaire by the age of 21, and global leaders are listening to Greta's every word.

In some ways, this is a re-labelling of trends that have gone before. What has changed, however, is access to information and virtual relationships.

Jonathan Reynolds, University of Oxford

Reynolds says any changes that do occur for this generation are tending to proliferate faster than they have in the past: "By and large, we have seen greater transparency for all those subsets than in previous generations because of technology and electronic word of mouth.

"In some ways, this is a re-labelling of trends that have gone before. What has changed, however, is access to information and virtual relationships."

But while Kylie Jenner and Greta Thunberg represent drastically divergent cultural trends, their followers are not necessarily different people. It is possible to be interested in celebrities while also being interested in sustainability; it is also possible to care about sustainability while engaging in unsustainable behaviours, partly because it is often simply not possible to make ethical consumption choices. Plus, younger shoppers do appear to want two very different things. "On the one hand, they're very idealistic," says Pamela Church-Gibson, the author of Fashion and Celebrity Culture. " But that is diametrically opposed to the fact we have got a lot of people who just want to buy cheap clothes online."

The other thing to note about Gen Z and Millennials is that they are growing in confidence. They are natural online communicators and their talent is being applied to topics other than sustainability - they are diverse, inclusive and they question norms. "What also strikes me about this group is its confidence," says Reynolds. "They're realistic, they're pragmatic and they engage in dialogue rather than protesting for the sake of it."

Contradictions

What is difficult, Reynolds says, is that some members of these generations want to shop with fully sustainable brands who are helping to change the status quo, but they also want immediacy and convenience in how they access any product. They want constant newness and immediate gratification, but they acknowledge the system that enables that is not environmentally feasible. "There is a contradiction - certain people are doing both things."

This means that, even as consumers lead this shift towards a more sustainable way of making and selling fashion, there may also need to be a concerted educational effort to ensure these young shoppers realise that this may mean some loss of convenience and increased effort from them; perhaps buying fewer, higher quality items per year may be necessary, and recycling clothes they are finished with is a must.

Reynolds says that for some, this is starting to translate into different ways of consuming. "My son, who is 23, is less concerned about ownership. The stuff he does have is very different and unusual - he places a premium on finding things that aren't very popular. That's a challenge for brands used to dealing with large chunks of the population."

Loyalty

While these trends play out, shoppers continue to interact day-to-day with the fashion industry. Hearteningly, our data shows that broadly, consumers appear to feel fairly positive about fashion. They report finding it fun and inspiring, and they see it as an opportunity for self expression.

Broadly, do you feel the fashion world is:

Despite having a reputation for lacking brand loyalty, this cohort doesn't necessarily think of itself as disloyal. They are, however, always on the lookout for new brands - possibly related to that desire for uniqueness. Over a third said they consider themselves loyal shoppers, and a half said they are 'relatively' loyal. Only 16% of shoppers said they rarely return to a brand.

Would you describe yourself as loyal to brands?

In the rest of this report we explore the shopping behaviours currently exhibited by Gen Z and millennials - as well as what they like and dislike about the propositions on offer.

Convenience scores highly for younger shoppers, who have high expectations surrounding it. More than half say the convenience of online shopping is its biggest appeal, and when asked what they would like to see more of, convenience-focused services are the most popular options.

Their biggest bugbears relating to online shopping are all delivery related: having to wait for a delivery, missing deliveries and paying for delivery or returns are the most annoying factors.

This area is a huge focus for the retailers we spoke to: see chapter 6, on convenience, for their comments on how they are developing their delivery and payment services.

What do you enjoy about online shopping?

What would you like to see more from brands online?

Improving fit technology is also a priority for this group, who seem clear on the benefits of sharing size data with retailers in return for better-fitting items and less returns administration.

But as Mike Branney, managing director of young fashion etailer Oh Polly, says, the technology has further to go: "Improving online fit technology is important but it's still quite gimmicky at the moment. When the systems move more towards virtual avatars with a combination of augmented reality, it will become a much more useful tool that people will actually choose to engage with."

What do you tend to find most annoying about online shopping?

Payment is another significant part of the process for these shoppers: 82% say it is either very or quite important. It has been an area of focus for retailers for years.

Nicola Thompson, global customer development director at Asos, says convenience and removing friction from the shopping experience is a priority: "That's why we offer 'buy now, pay later' through Klarna to give customers a chance to try product on without having to pay for it, and our premier delivery service that offers unlimited next-day delivery for just £9.99 a year.

"We're constantly following customer demand, bringing in new payment or delivery options as they become available, such as our same-day delivery proposition, Asos Instant in London, Leeds, Manchester and Birmingham."

How important is a quick checkout process to you when deciding if you will make a purchase or return to a retailer?

Comprehensive and descriptive product information is also important: 95% of people read product descriptions either every time or sometimes.

Do you read product descriptions when shopping online?

Most people read them for information on how an item fits - perhaps mining them for as much information as possible in the absence of advanced fit tech - but shoppers also look for information on the materials and methods used in manufacture.

Do you read the descriptions for:

Buying from overseas brands is also popular, despite the taxes and fees that can sometimes apply. Nearly 60% purchase from overseas brands either sometimes or often.

Do you ever get clothing, shoes or accessories shipped from overseas?

Simon Kinsey, commercial director at TranslateMedia, which helps retailers translate and adapt their brands for new markets, says this is the first generation of global online shoppers. "Gen Zs and millennials are happy to order from overseas brands and they expect the experience to be authentic, personal yet consistent. It is a tricky proposition for retailers to balance an online experience which takes different local cultures into account alongside the need for consistency relating to fit and delivery."

He adds that global content platforms are starting to become more flexible, which is helping to serve this global demand. "It's now possible for product descriptions to 'write themselves' using content asset data derived from product photography, fabric and washing instructions which means that copywriters can spend more time crafting their brand message to appeal to local trends for online shoppers."

For our shoppers, the main reasons behind the desire to buy overseas include cheaper product, and finding those unique items.

Why do you often shop for clothing, shoes or accessories internationally?

When it comes to store shopping, Generation Z and millennials like having the ability to try things on, the social aspect, and the ability to browse and get inspiration. This is consistent with other age groups.

Just as predictable are the elements of store shopping they do not like: crowds and sizes being out of stock.

What do you enjoy about shopping in store?

Retailers' store strategies are changing in response to this to focus more on the social and inspirational elements of store shopping.

Giorgina Waltier, sustainability manager at H&M UK and IE, says the retailer is "continually experimenting with new services" that go beyond the remit of traditional retail: "In many instances these new services tap into the development of our sustainability work and our ambition to become a circular business. For example, we recently launched a garment repair and embroidery service within selected H&M stores globally, to enable customers to increase the longevity of their clothes.

"We are also trialling the sale of eco-friendly washing detergents and microfibre-filter laundry bags - both of which are not products that we have traditionally sold but we see as important additions that meet changing customer needs."

She says H&M group is experimenting with the sale of vintage items at & Other Stories, and is also starting to work with advanced analytics to tackle over-production by creating more alignment between supply and demand. "This in turn will enable us to provide a more targeted, streamlined customer offer in our stores, freeing up more space to further test and experiment with new services."

Paul Forkan co-founded lifestyle brand Gandys with his brother Rob in 2012, and the brand has three stores in London. He says the brand's approach to store retailing has changed.

"In recent years the way we see our stores as part of our brand has definitely changed. Instead of being a main hub for sales they have become places where our community come to connect with our brand and the individuals that work in our shops."

He adds that people come in to not only get a feel for the product and fit, but to also get updates on the brand's charitable foundation, as well as advice and stories about travelling.

"With the current generation of young people spending less time on the high street, the challenge lies in creating this experience online," he says. "Technology will make this possible through chat rooms and live "digital try-ons" powered by web cams and artificial intelligence, but that is still a few years away from being opened up to the masses. For now, stores are still an essential part of the shopping experience, especially for those who care more for brands as a whole as opposed to just a single product."

What things do you not enjoy about shopping in store?

Potentially more concerning for some retailers is that 27% of respondents say they would stop going to stores altogether if the final issues with the online customer experience could be ironed out. A further 42% say they would be "quite likely" to abandon store shopping if all delivery was free and fast, and if they could envisage how an item would fit.

If all issues with online shopping could be erased, do you think you would cut out store shopping altogether?

However, this utopian ideal of online shopping is a way off yet - for now at least, stores provide a crucial way for consumers to meet their favourite brands in the physical world.

Environmental sustainability is important to these shoppers. More than three-quarters (76.7%) say it is either very or quite important. This is pretty consistent for every age range, although slightly more men rate it as very important (39.6%) than women (32.8%).

How important for you is it that a brand shows it is environmentally sustainable?

Equality in all its forms is just as important: 77.1% rate it as very or quite important. Only 9% say it is not important at all. All age groups are in agreement, but the 18-to-24-year-olds are particuarly focused on it: 82.7% say it is important to them and just under half say it is very important.

We wanted to know about all forms of equality, rather than only gender equality, because racism, and discrimination against LGBTQI and disabled people are just as important to many in this group. The efficacy of being vocal on these topics can be seen in the success of brands such as Levi's - a long-term supporter of LGBTQI equality - which has been driven by its ability to remain relevant to younger shoppers via its principles and its storytelling.

For you, how important is it that a brand shows it is pro-equality (across ethnicity, gender, sexuality or disability lines)

Nearly half of our respondents say they have at some point decided against a purchase because of a brand's lack of sustainability efforts. Retailers often report that customers do not appear to be willing to pay more for more ethically produced items, which makes it challenging to build a business case internally for investment in sustainable practices.

However, this suggests brands are losing sales to other, more sustainably driven retailers, which is a trend that will not be immediately visible in sales figures. The evidence was strongest among the 18-to-24-year-olds, of whom 55% say they had abandoned purchases. Men are also more likely to fail to complete purchases than women (54% versus 44%). There are also regional variations in how shoppers are approaching sustainability, with shoppers in the South East and London more likely to rate it as important. In London, 63% of shoppers reported having abandoned a purchase.

Have you ever abandoned a purchase because you felt that the brand didn't reflect your values on either sustainability or equality?

Nearly half of our respondents say they actively hunt out brands that are sustainable or vocal about equality. This supports the theory that demand for sustainable products and support for equality-focused brands may be invisible to some retailers at the moment, because rather than buying sustainable ranges from otherwise non-sustainable brands, shoppers are using their time and money to look for brands that align more comprehensively with their values.

While there may well be a gap between what people say they are doing, and what they are actually doing, this is nonetheless a trend to take seriously. The fact it is not always showing in sales figures yet could relate partly to the fact that shopping ethically and sustainably takes a significant amount of work and research on the part of the consumer. With comparatively few sustainable options available, it is also still hard for a customer to make sure their purchasing behaviour reflects their values - they may still be shopping unsustainably because choice is limited. Plus, retailers have an uphill battle when it comes to communicating their efforts. Few customers will know, for instance, that Primark's jeans are among the most sustainable available on the high street, and H&M is often accused of greenwashing, despite a 20 year effort to improve its sustainability credentials that significantly pre-dates the topic's current fashionable status. In addition, sustainability is not easy for retailers - it is a labyrinthine project that takes years to build expertise in, and is expensive to develop properly.

Simon Kinsey, commercial director at TranslateMedia, says customers' interest in equality can be seen in a current trend for product descriptions to be written in gender neutral language. "Demand for language neutrality is coming from international brands, often those in Benelux and Scandinavia specialising kids toys and accessories, adult sneakers and outdoor brands and, more recently, the skincare and beauty market. The trend for language neutrality is being closely tracked by brands in the UK and the US," he says.

Do you actively hunt for brands that are sustainable or vocal about furthering equality?

Shoppers' interest in sustainability is a trend that is backed up by search data. Over the last five years Google searches for the term "sustainable fashion" have been on a steady upward trend worldwide, with the biggest rises occuring in Australia, the UK, Hong Kong, Denmark and Singapore. Searches for the term "sustainable fashion brands" in the UK have rocketed by 450% since January 2016. Retailers such as US brands Everlane and Reformation are popular related terms, and both have experienced large rises in search volumes over a similar period.

However, while consumer interest in sustainable fashion is increasing, the retailers leading the way are not necessarily being driven by consumer demand.

Giorgina Waltier, sustainability manager at H&M UK and IE, says: "While it is truly brilliant that sustainability awareness has increased so significantly with consumers over the last couple of years, our commitment to and communication around sustainability is not consumer led.

"We started talking to our customers about sustainable materials back in 2011 when we launched our H&M Conscious line, about the importance of recycling clothes in 2013, when we launched our global in-store garment-recycling scheme, and about supply-chain transparency in 2013 when we were one of the first brands to publicly share our supplier list.

"So, communicating to customers about the importance of sustainability is not new for us. What is new is the increase in appetite for this information, and what we are still yet to master is a balance in the level and detail of information that we share with the consumer."

Generation Z and millennial shoppers are predictably high users of mobile and social channels, but it is interesting to see the extent of these habits. Just over 70% of respondents report shopping via mobile apps, and users return regularly to their favourite retail apps to check for new product and content.

Do you shop using mobile apps?

This tallies with the findings of our Connected Consumer report, published in late 2018. That found these shoppers are avid mobile users: 77% use their phones to browse fashion, and 68% use them to buy fashion. It also found that they like apps: nearly 80% have downloaded at least one retailer or brand app, while 23% have downloaded four or more.

Over 70% of our shoppers said that they have purchased via social - some of the brands we spoke to say they have seen this reflected in their sales figures.

James Gold, co-founder of accessories brand Skinnydip London, says: "We have noticed our social transactions increasing." He adds that it is something the brand is looking at in careful detail, using focus groups to determine the images, products and captions that are most effective.

"Skinnydip was born on social and it is where we engage with our customers on the most authentic level. We believe that Gen Z and millennial customers identify most with brands that share their values and are honest, so that's our main focus in providing genuine, engaging content."

He adds getting the mix right is important for different groups. Those in their thirties respond well to different posts from those in their twenties. However, some trends are more universal.

"We notice an increase in new customers on social especially around new collaboration launches, or when we produce IGTV [Instagram video] content."

Have you ever purchased from a brand by clicking through from a social post?

Asos has 23 million followers across its various social platforms, and is focusing on having engaging two-way conversations with them.

Global customer development director Nicola Thompson says: "We know that our twentysomething customers spend a lot of their time on their mobile phones and using social media, so that is where we need to be to having engaging, two-way conversations with them." The focus is on inspiring them on the channel, she adds.

The networks used by these shoppers are shifting quickly, but in late 2018, those aged 18 to 24 reported in our Connected Consumer report that 74% of them use Facebook and 70% use Instagram.

With missed deliveries or inconvenient services causing annoyance for younger online fashion shoppers (see chapter 1), focusing on convenience has become a significant priority for retailers.

James Gold, co-founder of accessories brand Skinnydip London, says it is an area the brand is constantly working on improving: "Within the last six months, we have launched Doodle returns options, collection point delivery and free collection from an selection our Skinnydip stores. For us, the delivery process is critical. When there are companies like Amazon as competitors, we know that we have to try to meet customers' expectations as best as we can."

He adds it also already offers a pay-later service with Klarna, and is looking at being able to "slice" payments, so shoppers can pay in instalments, in the coming months.

Jo Tutchener-Sharp, founder of Scamp & Dude, says the childrenswear brand is working on introducing free shipping: "We have been looking at how we can incorporate the fulfilment and shipping costs into the overheads so we can get rid of shipping costs for the customer, as I know this is an issue for some customers when large operators such as Amazon offer free shipping. But at the moment it's not viable to pay for the packing, fulfilment costs and shipping ourselves."

Other brands are looking even further into the future.

Mike Branney, managing director of Oh Polly says the young women's clothing brand is looking beyond buy now, pay later: "We offer 'buy now, pay later' on our site for UK customers, and plan to roll out the same service in the US and Australia in the next few months. We are also investigating accepting payments in electronic wallets and cryptocurrencies, although the latter is still not particularly mainstream."

Andrew Cooper, head of direct to consumer trading and operations at Pentland Brands, says: "We constantly review these two areas and have recently added more delivery options so consumers can order later in the day for next-day delivery. We have bespoke payment options for different regions, and we are actively looking at how we provide more payment choices."

In our survey, consumers report being keen on convenience-boosting services. Almost two-thirds say they add items to their baskets for pay day purchases, and 69% of respondents say they would be likely to bring purchases forward if they were able to defer payment.

How often do you add items to basket and then wait for payday to make the purchase?

How likely are you to bring a purchase forward if you could pause payment until payday?

How do you feel about making purchases using a deferred payment method?

However, reaction to the idea of another convenience-focused service, renting clothes, was more mixed. While nearly a third said they would like to rent clothes from their favourite brands, nearly half said they would not. One-fifth were undecided.

Oh Polly's Branney says the complexity of large-scale rental is off-putting: "Moving from a model that already sees return rates of 30% to 40% to a return rate of 100% would require a step change in process. The rental market is also better suited to outerwear and hard-wearing fabrics, as most materials lose their lustre and structure after a few washes."

While renting is a newer idea for some, a third of our shoppers still said it appeals. It is likely that for many brands, a rental service could be a part of their future. This is especially true for longer-wearing items, one-wear purchases such as wedding outfits, or items whose wearers grow out of them quickly, such as children's clothes. Rental also plays into consumers' desires for both convenience and sustainability.

Would you rent clothes if your favourite brands offered that service?

This is also an area of the market where innovation will continue to have an impact. The sharing and rental economy is evolving quickly - both in the UK, but also in markets including China, where some rental platforms include the option of peer-to-peer rental. In the UK, it is an area where further development is likely to take place and where consumer attitudes could evolve quickly.

The behaviour of millennials and GenZs has already had a huge influence on the retail market.

They are proficient in navigating multiple channels, comfortable engaging with brands on social media and accustomed to broadcasting opinions about their shopping experiences online.

Both groups share an appetite for cross-border shopping if it means that they can buy distinctive products that are not available locally, but are also concerned with the methods of manufacture and that they are ethically sourced and sustainable. Product fit is also of huge importance and they spend time reading product descriptions to check measurements and materials. They also tend to lack the brand loyalty displayed by previous generations which means that retailers are faced with increased competition both locally and from abroad and have to work harder than ever before to produce the high-quality product descriptions and editorial content they need to stand out from their competitors.

At TranslateMedia, we specialise in translation and the cultural adaptation of content for brands and retailers to ensure quality and brand tone-of-voice consistency.

TranslateMedia develops technology to seamlessly integrate with all of the major CMSs and eCommerce platforms - drastically reducing localisation turnaround times, increasing speed to market and boosting ROI from global marketing campaigns.
Simon Kinsey, Commercial Director, TranslateMedia

It's no secret that the younger generations hold the key to the future of retail.

In an era of instant gratification, same day delivery, and the ability to shop through social channels, younger consumers expect a completely different and totally tailored shopping experience, that brands need to fulfill.

Klarna's research into the future of fashion technology has shown over half (53%) of fashion shoppers aged 16-24 would be happy for a retailer to use their online data to offer tailored discounts or recommendations. While more than one in five (22%) would like to be able to leave a store and pay for items later once they've decided what to keep. It's a different world now to what retailers have been catering to over the last 20 years.

But while retailers need to ensure they truly understand the demands of younger tech-driven shoppers, this approach can't be limited to those in a certain age bracket. We know that experience is the lifeblood of the retail economy, so offering the best experience whether through flexible payments, or a smooth returns process, solely to those in a certain age bracket would be an error.

Experience really is the new loyalty, and a truly tailored experience from perusal to payment needs to be embedded into a retailer's shopping cycle, for all consumers young and old.
Luke Griffiths, General Manager of Klarna UK

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Between them, Generation Z and millennials - broadly, shoppers in their late teens, twenties and thirties - attract endless attention, and represent fashion's consumers of both the present and future. In this report, Drapers takes an in-depth look at how the two groups are changing, and how they feel about the fashion industry.

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The manner of dress of Muslims has drawn great attention in recent years, with some groups suggesting that restrictions on the dress are demeaning or controlling, especially to women. Some European countries have even attempted to outlaw certain aspects of Islamic dress customs, such as covering the face in public. This controversy stems largely from a misconception regarding the reasons behind Islamic dress rules. In reality, the way in which Muslims dress is really driven out of simple modesty and a desire to not draw individual attention in any way. Muslims generally do not resent the restrictions placed on their dress by their religion and most regard it as a proud statement of their faith.

Islam gives guidance about all aspects of life, including matters of public decency. Although Islam has no fixed standard as to the style of dress or type of clothing that Muslims must wear, there are some minimum requirements that must be met.

Islam has two sources for guidance and rulings: the Quran, which is considered to be the revealed word of Allah, and the Hadith-the traditions of the Prophet Muhammad, who serves as a human role model and guide.

It should be noted, too, that codes for conduct when it comes to dressing are greatly relaxed when individuals are home and with their families. The following requirements are followed by Muslims when they appear in public, not in the privacy of their own homes.

1st Requirement: Parts of the Body to Be Covered

The first bit of guidance given in Islam describes the parts of the body which must be covered in public.

For Women: In general, standards of modesty call for a woman to cover her body, particularly her chest. The Quran calls for women to "draw their head-coverings over their chests" (24:30-31), and the Prophet Muhammad instructed that women should cover their bodies except for their face and hands. Most Muslims interpret this to require head coverings for women, although some Muslim women, especially those of more conservative branches of Islam, cover the entire body, including the face and/or hands, with a full body chador.

For Men: The minimum amount to be covered on the body is between the navel and the knee. It should be noted, though, that a bare chest would be frowned upon in situations where it draws attention.

2nd Requirement: Looseness

Islam also guides that clothing must be loose enough so as not to outline or distinguish the shape of the body. Skin-tight, body-hugging clothes are discouraged for both men and women. When in public, some women wear a light cloak over their personal clothing as a convenient way to hide the curves of the body. In many predominantly Muslim countries, men's traditional dress is somewhat like a loose robe, covering the body from the neck to the ankles.

3rd Requirement: Thickness

The Prophet Muhammad once warned that in later generations, there would be people "who are dressed yet naked." See-through clothing is not modest, for either men or women. The clothing must be thick enough so that the color of the skin it covers is not visible, nor the shape of the body underneath.

4th Requirement: Overall Appearance

The overall appearance of a person should be dignified and modest. Shiny, flashy clothing may technically meet the above requirements for exposure of the body, but it defeats the purpose of overall modesty and is therefore discouraged.

5th Requirement: Not Imitating Other Faiths

Islam encourages people to be proud of who they are. Muslims should look like Muslims and not like mere imitations of people of other faiths around them. Women should be proud of their femininity and not dress like men. And men should be proud of their masculinity and not try to imitate women in their dress. For this reason, Muslim men are forbidden from wearing gold or silk, as these are considered feminine accessories.

6th Requirement: Decent But Not Flashy

The Quran instructs that clothing is meant to cover our private areas and be an adornment (Quran 7:26). Clothing worn by Muslims should be clean and decent, neither excessively fancy nor ragged. One should not dress in a manner intended to gain the admiration or sympathy of others.

Beyond the Clothing: Behaviors and Manners

Islamic clothing is but one aspect of modesty. More importantly, one must be modest in behavior, manners, speech, and appearance in public. The dress is only one aspect of the total being and one that merely reflects what is present on the inside of a person's heart.

Is Islamic Clothing Restrictive?

Islamic dress sometimes draws criticism from non-Muslims; however, dress requirements are not meant to be restrictive for either men or women. Most Muslims who wear a modest dress do not find it impractical in any way, and they are able to easily continue with their activities in all levels and walks of life.

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What Muslims Should Know About How to Dress

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Several guidelines instruct Muslims on the proper way to dress; these guidelines come from Islamic texts, including the Quran and the Hadith.

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Modest Fashion for Modern Women by Inayah

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This spring we celebrate 30 years of River Island with an exciting people positive campaign. Bringing together a diverse cast as the faces and voices of RI, we explore identity and reject the idea of labelling. We believe that LABELS ARE FOR CLOTHES, NOT PEOPLE, so we're spinning tired stereotypes on their head and reclaiming labels to make them positive and truly REAL!

Flying the flag for individuality, meet River Island's class of 2018...

Diesen Frühling wird River Island 30 Jahre und das feiern wir mit einer ganz besonderen Kampagne, spannenden und positiven Menschen. Mit unserem Cast aus Charakteren, die verschiedener nicht sein könnten, setzen wir uns mit Themen wie Identität und Labelling auseinander. Unser Motto bei River Island: LABELS ARE FOR CLOTHES, NOT PEOPLE! Wir haben genug von Stereotypisierung und feiern Vielfalt und Andersartigkeit, denn nur das ist AUTHENTISCH.

Es lebe die Individualität! Lernen Sie die River Island Gesichter 2018 kennen.

Ce printemps, nous marquons les 30 ans de River Island avec une campagne qui met à l'honneur l'individualité. Grâce à un panel divers et varié, nous explorons le thème de l'identité et prenons position contre les étiquettes. Selon nous, LABELS ARE FOR CLOTHES, NOT PEOPLE. C'est pour cette raison que nous défaisons les stéréotypes et réinventons les étiquettes afin de leur apporter une force positive et AUTHENTIQUE !

Découvrez sans plus attendre les incroyables individus de cette campagne River Island 2018...

Deze lente vieren we dat River island 30 jaar is met een supercoole en positieve mensliefhebbende campagne. Met een gevarieerde groep mensen als het gezicht en de stem van River Island exploreren we identiteit en verwerpen het concept van labels. We geloven dat LABELS ARE FOR CLOTHES, NOT PEOPLE dus we breken met stokoude stereotypen en herdefiniëren labels als iets positiefs, iets dat ECHT is!

Wij nemen het op voor individualiteit! Ontmoet River Island's class of 2018 ...

Endor - Fever (Ft. FERAL IS KINKY) is THE soundtrack of SS18

Endor - Fever (Ft. FERAL IS KINKY) der BESTE Soundtrack in FS18

Endor - Fever (Ft. FERAL IS KINKY) est LE son du PE18

Endor - Fever (Ft. FERAL IS KINKY) is DE soundtrack van SS18

To spread the positive vibes, we've teamed up with anti-bullying charity Ditch the Label with an exclusive range of empowerment tees and sweats that shout our mantra loud and proud! £3 from every sale, plus an extra £1* for every social share using #LABELSAREFORCLOTHES goes directly to Ditch the Label'.
*T&Cs apply

Wir haben uns mit der Anti-Mobbing Charity Ditch the Label zusammengetan und eine exklusive Kollektion an T-Shirts und Sweatshirts entworfen. 3€ des Verkaufspreises gehen direkt an die Stiftung und für jeden Social Share unter dem Hashtag #LABELSAREFORCLOTHES legen wir noch mal 1€ drauf!
*AGB gelten

Nous nous sommes associés à l'association caritative anti-harcèlement Ditch The Label et avons créé une ligne exclusive de t-shirts et sweats aux messages positifs et libérateurs. Pour chaque vente, nous reversons directement 3 € à DTL, plus 1 € supplémentaire pour chaque partage effectué sur les réseaux sociaux à l'aide du hashtag #LABELSAREFORCLOTHES.
* Voir conditions générales

In samenwerking met Ditch The Label, een organisatie die de strijd tegen pesten aangaat, creëerden we een exclusieve collectie empowerment-sweatshirts en T-shirts. € 3 van elk verkocht item, plus nog eens € 1 voor elke share op social media met de hashtag .#LABELSAREFORCLOTHES gaat rechtstreeks naar DTL.
*Algemene Voorwaarden gelden.

DO GET SNAP HAPPY SNAPPEZ LE MESSAGE SNAP DICH HAPPY SNAP DE MESSAGE

Love the message? Help us share it...Notre message vous parle ? Aidez-nous à le partager... Débloquez notre lentille Snapchat exclusive Überzeugt von der Message? Schalten Sie die Love the message? Help ons het te verspreiden ... ontdek onze unieke
unlock our exclusive LABELS ARE FOR CLOTHES et exprimez-vous ! LABELS ARE FOR CLOTHES Snapchat-Lens frei und seien Sie ganz Sie selbst! LABELS ARE FOR CLOTHES-lens op snapchat en ... express yourself!

Waarschuwing: gebruik van de lens kan jaloezie veroorzaken!

Achtung: Kann starken Neid verursachen!

Attention : l'utilisation de cette lentille peut provoquer de la jalousie LABELSAREFORCLOTHES Snapchat lens and prepare to express yourself.

WARNING: USE OF LENS MAY CAUSE ENVY

Your browser does not support the video tag.

#LABELSAREFORCLOTHES

We believe that LABELS ARE FOR CLOTHES, NOT PEOPLE, so, we're spinning tired stereotypes on their head and reclaiming labels to make them positive and truly, REAL! Flying the flag for individuality, meet River Island's class of 2018...

Endor - Fever (Ft. FERAL IS KINKY) is THE soundtrack of SS18

Endor - Fever (Ft. FERAL IS KINKY) der BESTE Soundtrack in FS18

Endor - Fever (Ft. FERAL IS KINKY) est LE son du PE18

Endor - Fever (Ft. FERAL IS KINKY) is DE soundtrack van SS18

Spread the word with an empowerment tee or sweat from our exclusive LAFC collection. £3 from every sale plus an extra £1* for every social share goes directly to anti-bullying charity Ditch the Label. #LABELSAREFORCLOTHES
*T&Cs apply

DO GET SNAP HAPPY SNAPPEZ LE MESSAGE SNAP DICH HAPPY SNAP DE MESSAGE

Love the message? Help us share it...Notre message vous parle ? Aidez-nous à le partager... Débloquez notre lentille Snapchat exclusive Überzeugt von der Message? Schalten Sie die Love the message? Help ons het te verspreiden ... ontdek onze unieke
unlock our exclusive LABELS ARE FOR CLOTHES et exprimez-vous ! LABELS ARE FOR CLOTHES Snapchat-Lens frei und seien Sie ganz Sie selbst! LABELS ARE FOR CLOTHES-lens op snapchat en ... express yourself!

Waarschuwing: gebruik van de lens kan jaloezie veroorzaken!

Achtung: Kann starken Neid verursachen!

Attention : l'utilisation de cette lentille peut provoquer de la jalousie LABELSAREFORCLOTHES Snapchat lens and prepare to express yourself.

WARNING:
USE OF LENS MAY CAUSE ENVY

# data[].attributes.attachment_link.description
Your browser does not support the video tag. This spring we celebrate 30 years of River Island with an exciting people positive campaign. Bringing together a diverse cast as the faces and voices of RI, we explore identity and reject the idea of labelling.

# data[].attributes.attachment_link.readable_text
Your browser does not support the video tag.

This spring we celebrate 30 years of River Island with an exciting people positive campaign. Bringing together a diverse cast as the faces and voices of RI, we explore identity and reject the idea of labelling. We believe that LABELS ARE FOR CLOTHES, NOT PEOPLE, so we're spinning tired stereotypes on their head and reclaiming labels to make them positive and truly REAL!

Flying the flag for individuality, meet River Island's class of 2018...

Diesen Frühling wird River Island 30 Jahre und das feiern wir mit einer ganz besonderen Kampagne, spannenden und positiven Menschen. Mit unserem Cast aus Charakteren, die verschiedener nicht sein könnten, setzen wir uns mit Themen wie Identität und Labelling auseinander. Unser Motto bei River Island: LABELS ARE FOR CLOTHES, NOT PEOPLE! Wir haben genug von Stereotypisierung und feiern Vielfalt und Andersartigkeit, denn nur das ist AUTHENTISCH.

Es lebe die Individualität! Lernen Sie die River Island Gesichter 2018 kennen.

Ce printemps, nous marquons les 30 ans de River Island avec une campagne qui met à l'honneur l'individualité. Grâce à un panel divers et varié, nous explorons le thème de l'identité et prenons position contre les étiquettes. Selon nous, LABELS ARE FOR CLOTHES, NOT PEOPLE. C'est pour cette raison que nous défaisons les stéréotypes et réinventons les étiquettes afin de leur apporter une force positive et AUTHENTIQUE !

Découvrez sans plus attendre les incroyables individus de cette campagne River Island 2018...

Deze lente vieren we dat River island 30 jaar is met een supercoole en positieve mensliefhebbende campagne. Met een gevarieerde groep mensen als het gezicht en de stem van River Island exploreren we identiteit en verwerpen het concept van labels. We geloven dat LABELS ARE FOR CLOTHES, NOT PEOPLE dus we breken met stokoude stereotypen en herdefiniëren labels als iets positiefs, iets dat ECHT is!

Wij nemen het op voor individualiteit! Ontmoet River Island's class of 2018 ...

Endor - Fever (Ft. FERAL IS KINKY) is THE soundtrack of SS18

Endor - Fever (Ft. FERAL IS KINKY) der BESTE Soundtrack in FS18

Endor - Fever (Ft. FERAL IS KINKY) est LE son du PE18

Endor - Fever (Ft. FERAL IS KINKY) is DE soundtrack van SS18

To spread the positive vibes, we've teamed up with anti-bullying charity Ditch the Label with an exclusive range of empowerment tees and sweats that shout our mantra loud and proud! £3 from every sale, plus an extra £1* for every social share using #LABELSAREFORCLOTHES goes directly to Ditch the Label'.
*T&Cs apply

Wir haben uns mit der Anti-Mobbing Charity Ditch the Label zusammengetan und eine exklusive Kollektion an T-Shirts und Sweatshirts entworfen. 3€ des Verkaufspreises gehen direkt an die Stiftung und für jeden Social Share unter dem Hashtag #LABELSAREFORCLOTHES legen wir noch mal 1€ drauf!
*AGB gelten

Nous nous sommes associés à l'association caritative anti-harcèlement Ditch The Label et avons créé une ligne exclusive de t-shirts et sweats aux messages positifs et libérateurs. Pour chaque vente, nous reversons directement 3 € à DTL, plus 1 € supplémentaire pour chaque partage effectué sur les réseaux sociaux à l'aide du hashtag #LABELSAREFORCLOTHES.
* Voir conditions générales

In samenwerking met Ditch The Label, een organisatie die de strijd tegen pesten aangaat, creëerden we een exclusieve collectie empowerment-sweatshirts en T-shirts. € 3 van elk verkocht item, plus nog eens € 1 voor elke share op social media met de hashtag .#LABELSAREFORCLOTHES gaat rechtstreeks naar DTL.
*Algemene Voorwaarden gelden.

DO GET SNAP HAPPY SNAPPEZ LE MESSAGE SNAP DICH HAPPY SNAP DE MESSAGE

Love the message? Help us share it...Notre message vous parle ? Aidez-nous à le partager... Débloquez notre lentille Snapchat exclusive Überzeugt von der Message? Schalten Sie die Love the message? Help ons het te verspreiden ... ontdek onze unieke
unlock our exclusive LABELS ARE FOR CLOTHES et exprimez-vous ! LABELS ARE FOR CLOTHES Snapchat-Lens frei und seien Sie ganz Sie selbst! LABELS ARE FOR CLOTHES-lens op snapchat en ... express yourself!

Waarschuwing: gebruik van de lens kan jaloezie veroorzaken!

Achtung: Kann starken Neid verursachen!

Attention : l'utilisation de cette lentille peut provoquer de la jalousie LABELSAREFORCLOTHES Snapchat lens and prepare to express yourself.

WARNING: USE OF LENS MAY CAUSE ENVY

Your browser does not support the video tag.

#LABELSAREFORCLOTHES

We believe that LABELS ARE FOR CLOTHES, NOT PEOPLE, so, we're spinning tired stereotypes on their head and reclaiming labels to make them positive and truly, REAL! Flying the flag for individuality, meet River Island's class of 2018...

Endor - Fever (Ft. FERAL IS KINKY) is THE soundtrack of SS18

Endor - Fever (Ft. FERAL IS KINKY) der BESTE Soundtrack in FS18

Endor - Fever (Ft. FERAL IS KINKY) est LE son du PE18

Endor - Fever (Ft. FERAL IS KINKY) is DE soundtrack van SS18

Spread the word with an empowerment tee or sweat from our exclusive LAFC collection. £3 from every sale plus an extra £1* for every social share goes directly to anti-bullying charity Ditch the Label. #LABELSAREFORCLOTHES
*T&Cs apply

DO GET SNAP HAPPY SNAPPEZ LE MESSAGE SNAP DICH HAPPY SNAP DE MESSAGE

Love the message? Help us share it...Notre message vous parle ? Aidez-nous à le partager... Débloquez notre lentille Snapchat exclusive Überzeugt von der Message? Schalten Sie die Love the message? Help ons het te verspreiden ... ontdek onze unieke
unlock our exclusive LABELS ARE FOR CLOTHES et exprimez-vous ! LABELS ARE FOR CLOTHES Snapchat-Lens frei und seien Sie ganz Sie selbst! LABELS ARE FOR CLOTHES-lens op snapchat en ... express yourself!

Waarschuwing: gebruik van de lens kan jaloezie veroorzaken!

Achtung: Kann starken Neid verursachen!

Attention : l'utilisation de cette lentille peut provoquer de la jalousie LABELSAREFORCLOTHES Snapchat lens and prepare to express yourself.

WARNING:
USE OF LENS MAY CAUSE ENVY

# data[].attributes.attachment_link.description
Your browser does not support the video tag. This spring we celebrate 30 years of River Island with an exciting people positive campaign. Bringing together a diverse cast as the faces and voices of RI, we explore identity and reject the idea of labelling.

# data[].attributes.attachment_link.readable_text
Flicking through the rails at high street store Monki, teenager Hanaa Maqbool swiftly picks out two looks she is considering wearing for Eid; one is a floral jumpsuit with wide sleeves and even wider legs that she wants to match with a palm-print headscarf. The other is an oversize lemon print dress that she'll wear with cropped white jeans.

"My sister is nine years older than me and she always says she never had the choices I do when she was growing up because covering up wasn't as easy then," she laughs. "Mum would always get her really nasty, bland Eid clothes - old-lady clothes - but the high street has cottoned on to fashionable Muslims. We're in now."

Maqbool says she doesn't mind modest fashion being a trend; she is simply grateful for the choice. This is a look that embraces clavicles over cleavages and hemlines that hang low rather than hike high. "It's not about it just catering for Muslim girls," says Maqbool. "Lots of girls dress this way because it just looks cool."

Maqbool's analysis is a fair summary for anyone with an eye on fashion; the prevailing silhouette of the decade has been voluminous sleeves and cocooned silhouettes - loose, comfortable, chic looks that brands like Arket, Cos and Weekday have used to build a significant fanbase. It's a style that has trickled down to the high street from high fashion and, crucially, from powerful female designers running influential labels.

Jil Sander and Margaret Howell may have long favoured simple lines and boxier fits but arguably it is Phoebe Philo, the designer's designer, who has had the most significant impact. Her work - first at Stella McCartney, later when running Chloé, and most significantly at Céline - favoured practical, functional pieces designed for getting things done. The proliferation of polo necks, white trainers and straight-cut trousers in our wardrobes are pure Philo.

And so, when Victoria Beckham set up her fashion house over a decade ago, few could have predicted that the pioneer of Wag culture, trademarked as it then was by bouncy hair and bodycon, would follow suit and become an enduring influence on modest fashion. But next month, Beckham - alongside Valentino and Burberry - will be selling on The Modist, a luxury retailer that has become the Middle East's answer to Net-A-Porter: a high-fashion edit of runway looks tweaked and styled for modest dressers.

Its founder, Ghizlan Guenez, launched her company on International Women's Day two years ago, under the tagline Modest Fashion, Modern Thinking. She has been working with western designers wanting to tap into the market since the very beginning. "Lots of designers are catering for the Middle East now: it's a significant area of growth," she says. "But where modest dressing might be a mood for the moment, the desire for women dressing this way all the time won't diminish."

While Muslim women are assumed to be her biggest customers, she says the highest demand actually comes from clients in Texas. "It's not about religion or faith necessarily," she says. "So many women want, say, their dresses with sleeves, or to be more comfortable without compromising on looking stylish."

Even Tom Ford, who made his name pushing the notion that "sex sells" to its limit in the 1990s, has caught on. At New York fashion week in February, he debuted a collection of high necklines and layered knits. "Fashion is supposed to be, and should be, a fashion designer's perception of where we are culturally, and now is not the time for super-sexy clothes," said the man who, while at Gucci, ran an advert in which the brand's logo was shaved into a model's pubic hair.

Headscarves and hijabs have also been de rigueur at the shows. Gucci, Max Mara, Molly Goddard, Versace, Calvin Klein, Marc Jacobs and Chanel have all sent models in "Muslim-ish" headpieces down the runway. The argument that the industry is offensively fetishising religious wear, turning something deeply meaningful into a throwaway trend, has been made several times. On the other hand, by seeming to be more inclusive, is this progress?

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New blog post is up, AND you can now order #youmustbelayla thru my site and I'll ship anywhere in the world! #linkinbio . . #Dubai #TheModist @collectiveclosets #authorsofinstagram #wocexcellence #muslimahwriters #blackmuslimahexcellence #ootd #hijabifashion

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Author and influencer Yassmin Abdel-Magied is circumspect: "I think modest being fashionable right now isn't really about modesty: it's about trends. In the same way skin was fashionable in the 90s, in times it'll be unfashionable again. [But] there is something beautiful about the way cultures with modest traditions style themselves, so there is rich, untapped stimulus for fashion houses."

It helps, of course, that it's also where the money is. According to the World Economic Forum, 40% of people living in the Arab world are millennials with higher spending power than their peers everywhere else, including the US. According to Alison Loehnis, president of Net-A-Porter, the region has "a much higher percentage of Extremely Important People than the rest of the world, at 12%" which is four times the global average of 3%. In addition, 71% of all sales in the Gulf come from mobile devices, compared to the global average of 50%. As Loehnis puts it, "the Middle East is on the frontier of change" and the influence of Muslim consumers on trends can only grow.

Demure, it seems, really is more. Last month, the American-Somali model Halima Aden kicked off Ramadan by delivering a sensational PR coup for Sports Illustrated. The 21-year-old, who grew up in a Kenyan refugee camp, became the first woman to pose in the US magazine's annual swimsuit issue wearing a hijab, a burkini and a massive, cheesy smile. As an image, it was contrived to be talked about; a headline-hungry twist for a magazine geared towards the male gaze. Aden, who made her debut as a hijabi model just two years ago, declared it "a dream come true" and "another tool to really uplift women in my community".

Meanwhile, last week Dove added a new string to its inclusive bow with the launch of a campaign featuring a woman in hijab declaring "modesty is beautiful". On Twitter, a backlash rumbled with one user tweeting: "Well done @Dove appropriating a cloth that is used to subjugate women. Millions around the world have been forced into it because dare they try to go free without it. Why does modesty depend entirely on women? Why is modesty beautiful? #FreeFromHijab."

One view is that the modest look has swamped the high street with 1970s Laura Ashley-style frou-frou. "Floaty" is the polite term for what even on a pretty model looks frumpy, gussied-up, constrictive and itchy, says one commentator.

"It's not a zero-sum game," says Abdel-Magied. "Folks can and do have legitimate issues around women's right to choose what they want to wear, but one can fight those without simultaneously denying women who want to dress modestly the freedom to do so without judgement. [For Dove to] say it's beautiful does not inherently imply it's better than any other way of being. It's about seeing the plurality of experiences and possibilities in the world. For me, my choice of clothing is how I want to move through the world. My modesty centres me, that's why it's beautiful to me."
Topics

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Catwalk cover-up: how the west is falling for modest fashion

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Flicking through the rails at high street store Monki, teenager Hanaa Maqbool swiftly picks out two looks she is considering wearing for Eid; one is a floral jumpsuit with wide sleeves and even wider legs that she wants to match with a palm-print headscarf.

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BUCAR, Elizabeth. 2017. Pious Fashion, How Muslim Women Dress. Harvard University Press.

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TORKIA, Dina. 2018. Modestly. Ebury Press, Penguin Random House UK.

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Diversity displayed on the homepage with their PRIDE campaign

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Diversity displayed on the homepage with their PRIDE campaign

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Encouraging customers to interact using the #ImWearingRI

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Encouraging customers to interact using the #ImWearingRI

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Web survey powered by SurveyMonkey.com. Create your own online survey now with SurveyMonkey's expert certified FREE templates.

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Conversation with Instagrammer Nilly Dahlia

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Conversation with Instagrammer Nilly Dahlia

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Twitter is LOVING River Island’s diverse ad campaign

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RI’s latest Labels Are For Clothes campaign features a range of body types and abilities

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This month, we've taken it upon ourselves to bring the much-deserved spotlight on modesty. At a time when Muslim women are facing hurdles for just being themselves, we are not only dedicated to empowering them with the power of choice but to also show the world that we can look good doing it. Since a large part of their identity stems from dressing modestly, we caught up with 12 Muslim women who are showing the world that modest fashion is here to stay.
Summer Albarcha, 23, @summeralbarcha Leena Asad, 25, @withloveleena
Which is the most valuable item in your closet?
The most valuable item in my closet is my Chloé Tess bag that I wear with everything right now.
Melanie Elturk, @hautehijab Soha Taha, 29, @sohamt
Which are your favorite brands to shop?Online shopping is my favorite, especially after I recently became a mom. And Ounass.com is my absolute favorite website. It's so much easier to get all your favorite brands from one place!
Aydha Mehnaz, @aydhamehnaz Anlya Mustapha, @anlya_modestfashion Khaoula Boumaaza, 20, @absolutelykhaoula Samah Safi, 30, @samahsafi Nia Amroun, @niaamroun Maria Alia, 26, @marialia
Which are your favorite places and brands to shop?I love to shop vintage and thrift so I have a few local shops in Brooklyn that I frequent, but I also spend a lot of time on TheRealReal.com, Vestiairecollective.com and even Etsy for vintage. For more luxury pieces, I love Farfetch, The Modist, and Ssense. For contemporary pieces, I shop Stylenanda, The Loeil, Simonett, and Mango. My current favorite brands are Jacquemus, Nanushka, Peter Do, Beaufille, Maryam Nassir Zadeh, Dalood and Margiela to name a few.
Fatima Haidar, @exoticarabian Manal Chinutay, 26, @chinutay Read Next: Hijabi Cover Stars Highlight the Power of Choice and What Modesty Means Today

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12 Modest Women Across the Globe Tell Us What Style Means to Them

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This month, we've taken it upon ourselves to bring the much-deserved spotlight on modesty. At a time when Muslim women are facing hurdles for just being themselves, we are not only dedicated to empowering them with the power of choice but to also show the world that we can look good doing it.

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Mr Lewis said the retailer was tapping into the shift in customer behaviour to shop on-the-go and said that the demand for River Island clothes was driven by men and women who liked their "fashion with a unique twist".

"We don't have a target age demographic but we are focused on those who are young in attitude", Mr Lewis said. The retail chief said that its international expansion was evidence that there was support overseas for British fashion.

In addition to 248 stores in the UK, River Island also has shops in Sweden, Holland, the Middle East, Malta, the Philippines and South Africa as well as recently opening stores in Chile and Peru.

Mr Lewis shrugged off the overseas economic slowdown, which has caused headaches for numerous global retailers, and said that River Island was more focused on developed markets than emerging markets and had no exposure to China.

He also took a measured approach to the Government's new living wage legislation, saying: "We believe in paying our employees a fair wage.

"It's not that different to the other cost pressures retailers face. It's not a dramatic thing, it's coming and we will plan for it."

Last year, River Island sales were boosted by a tie-up with Rihanna, the singer, although the collaboration range has since ended after a one-year agreement. Mr Lewis said that River Island was "keeping its options open for further celebrity collaborations".

River Island was started by Mr Lewis' uncle, Bernard Lewis, who started selling knitting wool from The Wool Shop on an east London bomb site.

The retailer gained nationwide popularity in the 1960s when it was rebranded as Chelsea Girl and brought low-cost fashion to the high street. The company changed its name to River Island in 1988 when Chelsea Girl and its menswear brand Concept Man were brought under one roof.
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River Island profits surge on mini-me fashion

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Mr Lewis said the retailer was tapping into the shift in customer behaviour to shop on-the-go and said that the demand for River Island clothes was driven by men and women who liked their "fashion with a unique twist". "We don't have a target age demographic but we are focused on those who are young in attitude", Mr Lewis said.

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Get ready for Ramadan with River Island | Grazia Middle East

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Introducing River Island's exclusive Ramadan edit - ...

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When she became the first hijab-wearing model in a major high-street campaign for H&M in AW15, Mariah Idrissi changed the game. Grazia Editor in Chief Alison Tay found out more about this agenda-setting trailblazer...

2017 has been the year of modesty. Why do you think that is?

So much has happened since my H&M campaign. A couple of months after that, Dolce & Gabbana launched an abaya collection, and then Nike trailed their Pro Hijab range, then Halima Aden got signed to IMG as a model, and became a cover girl in America. Modesty has become a matter you can't ignore anymore. If you were
ignoring it, it was almost seen that you were avoiding it. So I think this year put the cherry on top. It's not a gimmick. It's something that we need.

Is the current modesty movement a passing trend or do you think it's here to stay?

I think the whole hijabi model thing is a trend, to be honest. The same way when they first hired a black model in the '50s, it was like, "This is the new thing." So from that side, I think yes it is a trend. On the actual fashion side, I don't think so because for us, wearing a hijab is a necessity. Because they've realised that and there's so much money in this industry, it can't just be a trend. We're not going to stop wearing a hijab next year, we'll be wearing it continuously so they have to continuously cater to that.

What challenges have you found as a modest dresser?

As a teenager, when I first started to wear a hijab, it was a lot more difficult. I didn't find as many modest trends. At heart, I'm a bit of a tomboy: I like trainers and bomber jackets, I like to mix and match with a feminine touch but still have that tomboyish edge. I do like designer accessories but I started with high street and I just felt like that was my audience so I want to continue with that.

What more does the fashion industry have left to do when it comes to diversity?

I think just 'normalising' it. And I don't really want to use that word, but just normalising it to come to the point where we don't even need to have a modest this or that. It just becomes completely included in everything mainstream. That is, for me, when it will become something normal and not a tokenistic thing where we need to separate it. So when a hijabi model comes out we don't think, "Oh she wears a hijab so she's in that category." After the H&M campaign, I approached a high-street retailer about launching a hijab line, and they said, "When it's relevant, we'll get in touch." When I heard that, I was like, "What do you mean relevant?" So that's when I realised we still have a long way to go. They still don't get it.

What message would you like to give the brands who you think still don't really get it?

My message has always been representation. It's not about being a model or about fashion, it's about representation in the media of all people of all backgrounds, but at the same time if that representation wasn't there it would never hold me back. I would never feel like I can't do something. I didn't reject the H&M modelling job because there were no hijabi models. I didn't even think of it in that way, I just went ahead and did it and that's when I realised there's a little bit of an issue in this industry. There is a proper lack of diversity but it really shouldn't hold anyone back.

What are your hopes for modest wear in the future?

Initially when I first started, I was excited about the fact that we had our own thing, but later on I realised no, that doesn't really help the situation to constantly single ourselves out, because that's proving the point that we are different. So when modesty becomes a lifestyle choice for all women, and a type of dress that every woman can adhere to, that's when I'll feel the modesty mission is accomplished.

Images: Supplied and Cara Campos

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MARIAH IDRISSI: THE TRUTH ABOUT THE MODESTY MOVEMENT | Grazia Middle East

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Game changer and #GraziaGirlGang advocate for Modesty, Mariah Idrissi shares her revolutionary ideas about what the movement is, and what it needs to become... - When she became the first hijab-wearing model in a major high-street campaign for H&M in AW15, Mariah Idrissi changed the game.

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How This Hijab-Wearing Model Is Breaking Stereotypes And Changing The Industry

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Follow This - Buzzfeed News

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Follow the reporters at BuzzFeed as they probe topics ranging from quirky internet crazes to safe injection spaces for opioid users. Watch trailers & learn more.

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Here’s why everyone is talking about modest fashion

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Topshop Clothing, Shoes & Accessories | ASOS

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Topshop at ASOS. Discover more about this iconic brand, including its much loved denim range and new season must-haves, with ASOS.

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Check out all the latest Primark pieces and read up on this year's hottest trends! With new women's and men's style to shop in store every day, start planning your next haul online now...

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Cultural and religious reasons may have birthed covered-up fashion, but today the aesthetic has gone to a whole new stylish place, turning the heads of a young generation of cosmopolitan, social media-savvy consumers. *Vogue * investigates the multi-billion-dollar modest market.

Batsheva Hay was itching for a project. So, on her birthday two years ago, the Manhattan-based former lawyer decided that she'd gift herself a dress of her own design. "I was like, 'OK, if I can really customise, then let me just add a different type of sleeve and a different type of shoulder,'" she recalls of her creation, a vintage cotton dress that quickly morphed into an elaborate piece of whimsy. Buoyed by her success - it was, she notes, "cheaper than shopping at Barneys" - she made more. Soon, strangers were stopping her in the subway, curious about her old-fashioned frocks and the matching dresses she stitched for her daughter.
Read more: Introducing Layeur, The New Label That Celebrates Modern Modesty
One website, an edgy Instagram account and several orders from Japan later, her Orthodox-friendly label Batsheva now shows at New York Fashion Week and was recently stocked by global e-commerce retailer MatchesFashion.com. Batsheva's skyrocketing success signals the way in which modest fashion - once a niche market - has entered mainstream consciousness. No longer dismissed as the dowdy domain of religious folk, this multibillion-dollar industry is being driven by a young and cosmopolitan consumer who demands coverage in accordance with her faith but refuses to skimp on style. It's also been embraced by those who simply prefer an aesthetic that doesn't cater to the male gaze. Even Hollywood stars are dabbling - at the Venice Film Festival, Tilda Swinton wore Haider Ackermann on two occasions, each time sporting a long-sleeved, ankle-swishing silhouette with a ruffled neck that brushed her jawline.

"I know some people will think modest fashion is regressive and telling a woman to cover themselves, but I actually feel like the women it appeals to want to wear stuff that's fun and don't have to worry about being a sex object for a man," says Hay about her designs. As the movement has gained momentum, it's revealed the economic clout of those driving it. Hay's brand caters to a secondary tier of religious women - namely Orthodox Jews and Christians - as well as secular shoppers interested in pieces that can be appreciated for their style and craft. But it's a new generation of Muslim consumers that has emerged as the demographic heavyweights, their modest-fashion spend accounting for $44 billion of the $1.9 trillion global Muslim market.

"What's nice about this space is that you've got a loyal audience because they've committed to it for a higher reason," says Alia Khan, founder and chairwoman of the Dubai-based Islamic Fashion Design Council. "They're not doing it to impress anyone, so there's no passing fancy, there's no fad involved in this. They're first and foremost doing this because of their values and belief set, which are going to stay with them for life."

Hay's own journey from Jewish secularism to observance began when she started dating her now-husband, fashion photographer Alexei Hay, who had already embarked on his own foray into Orthodox Judaism. Together, they began to observe Shabbat and keep a kosher household, deftly straddling two worlds: New York's highly secular fashion scene and a new, spiritual realm of "super intense" Friday-night dinners with her husband's rabbi and his 14 children. Inspired by outfits she spies at religious weddings, Hay designs her collections with tzniut - the Hebrew word for modesty applied to Jewish women's rules of dress - in mind. The dresses might look better next to a 19th-century covered wagon, but they sport the high necklines, low hemlines and long sleeves required by Orthodox Judaism.
Read more: Meet Halima Aden, The First Hijabi Model On The Cover Of Vogue
"Honestly, I'm designing for myself," Hay says with a shrug, pointing out that a childhood diet of thrift-store finds and Laura Ashley bed sheets has translated into an ultra-feminine aesthetic that favours puffed shoulders, extravagantly ruffled collars, candy-coloured taffeta and loud floral prints. "The majority of it really is totally modest, but it doesn't freak me out if there are one or two things that aren't."

For Khan, this proliferation of new styling is proof of the industry's burgeoning innovation. She explains that Muslim women worldwide tend to follow the same Islamic principles of propriety - full sleeves, ankle length, no cleavage, no sheer fabrics - but it's their variance in interpretation and execution that proves exciting. An Iranian woman in Tehran might favour a loosely draped headscarf matched to her trousers and jacket; her counterparts in the Gulf often have a fondness for flowing abayas that fuse Western influences with Eastern style. Even within one country, such as Saudi Arabia, there can be regional variations in the style of abaya sported. Far from being a monolith demographic, the Muslim consumer is as diverse in her needs as any other consumer group. The success of brands rests on their ability to recognise and cater to that.

"What we're seeing now is that the boundaries are disappearing and there are no rules as long as the general expectation of modesty is met by the consumer's demand," Khan says. "The rest of it is really a great playground for these designers to come up with some fabulous, disruptive ideas."

In a study into the behavioural habits of modest fashion consumers, Romana Mirza, a senior researcher at the Islamic Fashion Design Council, found them to be "savvy" shoppers with established and thoughtful opinions on brands. "The modest fashion consumer shops luxury, mainstream and modest fashion brands to fulfill their demand in this space," she says. But despite their population size and spending power, they still feel desperately underserved by both bricks-and-mortar stores and online retailers. International brands, urges Mirza, must listen to this "insightful, articulate and attentive consumer" - after all, it's their needs that will continue to take the driving seat in shaping this market.

In recent years, Western brands have made tentative attempts to court them. Every season, high-street retailer Mango releases modest-friendly collections of tunics, kaftans and maxi-dresses, and late last year, Nike announced the release of a high-performance hijab. In April, Net-A-Porter promoted capsule collections designed specifically for Ramadan by brands including Oscar de la Renta and Jenny Packham; the website also includes 'modest' as a category within its clothing menu, filtering all womenswear that fits the bill aesthetically, regardless of whether it was designed expressly for the modest market. A shift towards inclusion can also be seen with the advent of hijabi supermodels like Ikram Abdi Omar, who walked the catwalk for Molly Goddard at London Fashion Week, and Somali-American model Halima Aden, whose runway shows have included Max Mara, Alberta Ferretti, and Kanye West's Yeezy label. This May, Aden made headlines as the first hijab-wearing supermodel to pose on the cover of British Vogue.

In 2017, Algerian financier Ghizlan Guenez decided to launch luxury e-commerce site The Modist after noticing the dearth of options for modest-minded women like herself. She was convinced of the business's viability - while considered a niche offering, The Modist's nondenominational approach means it appeals to women across different faiths, age groups, sizes and cultures. "It doesn't matter to us what the reason for dressing modestly is. All we care about is offering women fashion and functionality in an elevated experience," she says.

"Our woman is bold in her fashion choices and we love that because it smashes all stereotypes around modesty and it being dull and boring," continues Guenez, as she scrolls through the site's current curation of more than 180 brands, including avant-garde favourites such as Haider Ackermann. Guenez - who grew up surrounded by modestly dressed women - is particular about catering to their needs. Sleeve lengths and fabric opacity are all taken into consideration. Sometimes her team will work with designers to customise pieces specifically for the modest dresser, like an exclusive party-wear capsule collection by Petar Petrov that launches in November to correspond with the festive season.

"Ultimately, we want every woman globally who struggles with dressing modestly to see us as her go-to platform," she says.

Yet despite the recent publicity surrounding modest fashion, to claim it as a new trend would be to overlook the many women who have clothed themselves like this for millennia. "The truth of it is that modest fashion has been around since the beginning of time," says Khan, exasperated at the notion that covering up is anything new. And it's not that the number of modest dressers has increased so much as that we're finally noticing it. So what's changed? The intersection between a rapidly growing and remarkably youthful Muslim population of consumers (their global median age, in 2015, was 24) and social-media technology has enabled a wave of influencers, designers and consumers to broadcast their lifestyle to a like-minded audience.

"I think platforms like Instagram and Facebook have enabled a dialogue to take place among women who may not have had that chance in the past and it has enabled their voices to be heard," says Guenez. "A modest dresser in Indonesia is now able to connect with a modest dresser in New York and see how much they share in common in terms of their fashion and lifestyle choices, and with that comes a movement that started on these platforms and is translating to other aspects of life."

While social media has thrust modest fashion into the international limelight, the way these platforms are being utilised is often accompanied with a raised eyebrow. Susan Sabet, an influential Egyptian fashion magazine publisher and founder of Cairo's Fashion Nights (a seasonal city-wide shopping event), recently joined the executive committee of Fashion Trust Arabia, an annual prize initiative that will nurture regional design talent. Sabet has witnessed first-hand the powerful impact of social media for emerging designers: it gains them a fanbase which, in turn, convinces retailers to stock them. But as she points out, many in conservative Middle Eastern Islamic societies see an inherent contradiction between the religious symbolism of modest clothing and the propriety of influencers who model their outfits to a mass following. "The Koran states that [believers] should lower their gaze and be modest," she says. "When you have a lot of social media influencers who are basically posing on social media with millions of followers, and are not lowering their gaze, a lot of people see this as a bit controversial. This has people saying, 'Is this right? Is this really a modest person at the end of the day?'"

One such tastemaker is Ascia, a Kuwaiti-American Instagram star whose 2.4 million followers enjoy her propensity for streetwear-infused style, neatly wrapped turbans and shoulder-skimming statement earrings. She launched her account in 2012, frustrated by the lack of women who "looked like her" online. As Instagram ascended, so did her visibility. Now Ascia heads up an empire - including a Korean-inspired beauty line and a range of baby slings - that has been built on a willingness to share her deeply personal approach to blending fashion and faith. As such, she is highly attuned to the religious and cultural sensitivities that come with a public platform. Although Muslim, she is careful to avoid referring to herself as a hijabi in deference to the stricter dress codes observed by other women. Instead, she prefers to identify under the broader "modest space" umbrella.

"My brand has evolved with my transition and my own understandings of where I'm at with my relationship with God and where I'm at with my relationship with my dress sense and my own body," she explains. Some days, that means Ascia wakes up with a hankering for longer hemlines; other days she's comfortable in a pair of jeans and an oversized top. Her own varying approach to fashion mirrors the vast - and vastly overlooked - possibilities of modest dressing.

"For so many years, we've been written off," she says. "No one catered to our dress sense, no one thought about us as an entity." Slowly, with the increased presence of women like her in the media, she sees that attitude changing. "Just fit us in, make space at the table. That's really what we want."

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The Multi Billion-Dollar Modest Fashion Industry That's Gone Global

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Cultural and religious reasons may have birthed covered-up fashion, but today the aesthetic has gone to a whole new stylish place. [i]Vogue [/i] investigates the multi-billion-dollar modest market.

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The Modist | Modest Fashion, Modern Thinking

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Shop designer fashion online at The Modist. Modest designer clothes, shoes, bags and accessories from top designer brands.

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Modest Fashion for Modern Women by Inayah

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Travel Guides For Muslim Travellers | Have Halal, Will Travel

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The style is an extension of our personality, and it's a beautiful thing to see women explore it in their own unique way. But when it comes to modest fashion, we sometimes don't even know where to start. Well wonder no more, because there are so many Muslimah Instagrammers out there that'll leave you inspired for days. 😍

Depending on your style choices, there are many ways to explore the versatility of Muslimah wear. From chic streetwear to stylish layering, here are 12 style-savvy Instagrammers that'll get you on the right track to looking modestly fab 😉

There's more to streetwear than just laid-back hoodies and statement tees. Raised in Kansas City, Asma recreates the city's innovative street style in the most modest way. Her penchant for monochrome apparels is crystal clear, but sometimes, she surprises us with denim and bold military print. 😮

Asma seeks comfort in the form of laced-up sneakers which she wears often. With confidence as her accessory, her style definitely exemplifies the boldness that streetwear is often applauded for.

2. Soraya Ulfa Faisal (@sorayaulfa15)

Straight from the heart of Indonesia, Soraya Ulfa Faisal is an Instagrammer who constantly pushes the boundaries of local streetwear. Staying true to her love for the laid-back silhouette, Soraya is always brave to experiment unexpected prints and dark palettes together - and it works! 😍

Most of the time, Soraya prefers to go hands-free by slinging a modern waist bag. Other days, she compartmentalises her belongings using her trusty handbag. Her choice of shoes? Well, Soraya always puts her best foot forward with all-white sneakers to complement her interesting layering.

Casual chic is the style that matters most for Malaysian Instagrammer Adira Salahudi. Effortlessly weekend ready, Adira's preference for neutral and pastel clothing shines through her gorgeous snapshots. 😉

Her personal interpretation of casual chic includes a multi-tiered ruffled skirt, billowing head shawl, and weekend denim. Most days, Adira braves the spotlight with a pair of tinted sunnies or retro shades. 😎

4. Alexandra Golovkova (@golovkova.s)

A Londoner through and through, Alexandra Golovkova enjoys exploring the city pavements in her best casual chic outfit. Versatility is the key to selecting her ensemble of the day, which explains the running theme of neutrals, denim and floral prints. 🌸

Living in a destination known for its changing seasons, you can learn a trick or two in creating the perfect autumn look 🍁 Yes, pocketed trench coats and sunnies are necessary for your next fall holiday. Once in a while, Alexandra also throws on a faux fur coat to elevate the glam in her usual casual.

5. Tasnim Shah (@tasnimshah_)

For more casual chic inspirations, here comes Tasnim Shah. For this Malaysian Instagrammer, she plays her everyday looks by incorporating easy-going and relaxed silhouette into her outfits. If you're planning a summer break in Kuala Lumpur, Tasnim can help you master the stylish summer get-up. 😍

Simplicity is the central theme of her style inspirations. Matching statement tees with long-sleeve buttoned downs are one of the many casual pairings you can emulate. If you enjoy adding washed denim and comfortable sneakers into your look, Tasnim can bring you to the next level.

Based in Indonesia, Sinta Sri Antan never shies away from embracing sweetness in her wardrobe selections. A quick browse on her Instagram feed will give you a hint about her liking for pastel-themed clothing. Matching her grace, she occasionally pulls off floral and botanical prints on casual days too. 😍

When her week winds down, she reaches out for denim and ruffles to welcome the weekend. If you share similar fashion moments with Sinta Sri Antan, you'll know how perfect her style ensemble is for Sunday brunches and friendly hang-outs.

7. Leena (@withloveleena)

As a fashion and lifestyle blogger from Texas, Leena's fascination for adorable pastel and print apparels runs deep. Layering is one of her biggest style strengths. If you don't believe us, check out the way she matches her flow-y floral top with a soft-coloured shawl. 💖

Less is more, Leena prefers to stow her daily essentials into a small handbag. For days when she decides to give pastels a rest, she steps forward with tartan prints, tiered ruffles and basic tees.

Somewhere in Texas, Maryam champions modesty in the most stylish way. With a quick glance on her Instagram, you can tell that she has a soft spot for dark blouses, neutral hijabs and laid-back denim.

Apart from finding ways to brighten up her monochrome pieces, Maryam can inspire you to incorporate trendy touches into your Muslimah wear. From the billowing hijab to the statement scarves, she is the Instagrammer to follow for modern style inspirations. 😍

With the Singapore cityscape to inspire her contemporary look, Nur Fatiin is an Instagrammer who never backs down from trying something new. Take the time to browse her grids and you'll instantly agree how experimental she can be. 😉

Emphasising comfort in every look, Nur Fatiin manages to pull off some surprising combinations such as long-sleeve casual sweater with mermaid-shaped skirt and leather jacket with wide denim. She also knows a clever way of dressing up relaxed silhouettes for the weekend.

The world is a happier place with colours, and Tiq Zulkifli knows it. When she prances around the streets of Singapore, she loves dressing up in bright and cheerful colours. Maxi skirts, printed kaftans and colourful shawl are some of the pieces she loves. 😉

Aside from her adoration for prints and patterns, Tiq is a fan of laid-back silhouettes that move amazingly in the wind. The handbag is her favourite style companion. From mid-sized bags to oversized carry-all, it's amazing that she knows the perfect bag to match the rest of her ensemble.

11. Saara Zai (@perksofbeingsaara)

The main perks of being Saara Zai is the access to her vibrant wardrobe pieces. When she explores the best sights in the Netherlands, Saara dons her favourite prints to complement the country's beautiful weather. Some days, you will spot her in a mustard suit. Other days, she demonstrates the wonders of a floral maxi dress. 😍

Prints should never clash but coexist harmoniously together. On her Instagram, she shows you how it's done by pairing a leopard-printed top with weekend denim. Always a step ahead, Saara favours a bright handbag for a pop of colour.

12. Abby Asmaa (@abbyasmaa)

Colours are a few of Abby Asmaa's favourite things. As a Malaysian Instagrammer who styles with a punch of confidence, she always embraces her day with a pair of cool shades to complement a sunny weekend. ☀️

Beyond her penchant for stripes and stand-out blouses, Abby impresses with her talent in matching contrasting fabrics. She also favours the fluidity that any ruffles can bring and the steps that a pair of striking heels can deliver.

If you're looking for modest style inspirations, these Muslimah Instagrammers are the women to guide your wardrobe pairing. From streetwear to casual chic, feel free to combine the best of comfort and creativity in your ensemble. 😍

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12 Muslimah Instagrammers You Need To Know For Modest Fashion Inspirations

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The style is an extension of our personality, and it's a beautiful thing to see women explore it in their own unique way. But when it comes to modest fashion, we sometimes don't even know where to start. Well wonder no more, because there are so many Muslimah Instagrammers out there that'll leave you inspired...

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The grey pound - consumer trends - ECI Partners

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The effects of an aging population will be felt in the UK, where the ‘grey pound’ accounts for £320bn of household spending

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In light of recent slow sales in clothing results over the last quarter of 2015 and the Christmas period by many UK retailers, new research is suggesting that retailers need to tap into the potential of the 'grey pound' by targeting consumers aged 55+.

Research from garment fit specialist Fits.me suggests that retailers need to tap more for the over-55s when it comes to clothes shopping as this demanding audience are feeling "underserved" by their current shopping experience.

In a recent national survey of UK clothes shoppers, Fits.me discovered that over a third (35 percent) of shoppers over the age of 55 regularly shop for clothes online, while a further 34 percent occasionally shop for clothes on the internet. However, just under a quarter of this age group (24 percent) often or always find it hard to locate what they're looking for when shopping both in-store and online for clothes, and some 40 percent always or often actively find the process of finding the garments they are looking for irritating while shopping for clothes.

The 'grey pound' of shoppers represents 22 million individuals, or 36 percent of the UK population, while the over 50s account for 47 percent of the UK's consumer spending, representing 320 billion pounds per year, according to 2015 research from Saga and the Centre for Economic and Business Research, which suggests that the 'grey pound' should not be ignored.

The research also found that shoppers aged over 55 are the least likely age group to claim loyalty to any single clothing retailer, and the most likely of all shopper age groups to shop around to find the items they are looking for. While 30 percent stated that they were likely to shop around for the brands they like, compared to just 7 percent of 18-24-year-olds.

This means that there is an opportunity for brands who can successful target and engage with the 'grey pound' audience.

Stuart Simms, chief executive officer of Fits.me, said: "The clothing retail landscape has been tough on many stores in recent months, and this research highlights that many older demographics of shopper feel underserved by clothes shopping in general.

"Stores looking to boost their growth might do well to learn more about this demographic, the kinds of clothes they are looking to buy and how they want to access them, in a landscape which often focuses on younger, more fashion-forward shoppers."

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Retailers need to tap into the 'grey pound'

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In light of recent slow sales in clothing results over the last quarter of 2015 and the Christmas period by many UK retailers, new research is suggesting that retailers need to tap into the potential of the 'grey pound' by targeting consumers aged