Despite the misconception that modest dressing is a singular, oppressive, and misogynist Islamic principle, it is actually an aesthetic that has spanned centuries and cultures of sartorial history.
, who wear their modesty with pride and have fostered a dynamic online community of like-minded followers. Because of a lack of diversity in both traditional media and retail, these influencers turned to social media to engage with other underrepresented women. Ten years ago, at a time when low-rise jeans and crop tops were all the rage, Torkia was one of the first in the U.K. to start blogging and sharing modest styling tips, garnering millions of YouTube views and a devoted fanbase.
“I wanted to reach as many women as I could,” Guenez says of opting for an entirely digital approach to retail. So far, The Modist has enjoyed not-so-modest success, with impressive year-over-year sales growth — and a promising investment from mega e-tailer Farfetch. With $15 million in Series A funding and the support of Italian business magnate Nicola Bulgari, The Modist represents the beginning of a new and auspicious era of modesty, with innovators like Guenez leading the way.
“We are very authentic and it comes through because we’re connecting with a customer that’s underserved or has been underserved,” Guenez says. ”So it’s even more important to have that authenticity. [It] shows that you truly care for this market and that you’re listening, learning, and implementing.”
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