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Skinny jeans have been ditched in favour of wide-legged trousers and other androgynous looks that feed off the popularity of brands like Commes des Garcons.And as Nigella Lawson showed when she stepped into the sea in a birkini in 2016, sometimes women just don’t want to show flesh regardless of their beliefs.But the luxury fashion house was criticised for using white models, proving that cashing in on a cultural sensitive area of the market can be tricky.Lewis also warns that the commercialisation of grassroots trends aren't always entirely positive for the respective groups.It’s fair to say it started out as a cottage industry with designers making dresses with a modest silhouette but with personality.Today there is lot’s of choice from independent designers right through to the high street.Simi Polonsky who founded The Frock NYC, an orthodox Jewish fashion brand, with her sister agrees.“I feel that society is slowly taking a turn in that they are focusing less on the nuances of a modest woman’s specific dressing guidelines and honing in on the truth behind the 'modest movement'." Alim says she's had "so many" responses from women who say Aab dresses have given them a renewed sense of confidence, adding: "we want our brand to be inclusive of everyone be they faith or non-faith." As #team Frock ventured outside for a photo shoot of the new #Frock2way the passersby called out 'great models', which I happen to agree with completely 💃🏻.
“I think there are pluses and minuses," says Lewis.
"In terms of being constricted as a consumer segment you need to be careful of what you wish for.
It's potentially great if you are fashion conscious Muslim.
The collision of modest fashion designers attempting to appeal to a wider audience while mainstream brands are trying to appear more inclusive has somewhat put to bed this question, argues Alim.
“Ironically this is no longer an argument any more as all the mainstream designers are championing modest fashion as the ‘go to’ look. However in the earlier days you always wanted to be careful when talking about modest fashion so as to be sure that you weren’t implying that any other fashion was immodest," she says.
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Consumer choice is always a good thing," she argues.