Internet searches for modest fashion have increased by 90 per cent in the last year

Last September, Halima Aden became the first hijab-wearing model to grace the cover of British Vogue.

This September, Nike launched their first campaign with a hijab-wearing ambassador, Shazia Hossein.

It would appear that slowly but surely, the fashion tides are turning.

And the proof is in the pudding, as fashion search platform Lyst has just released its Year in Fashion 2019 Report, which has revealed that Internet searches for “modest fashion” have risen by 90 per cent in the last year.

Modest fashion even has its own fashion week: in 2017, London hosted its first-ever Modest Fashion Festival, which featured an array of luxury and contemporary brands all championing more demure styles.

And the high-street is taking note. In 2018 Swedish retailer H&M released its first modest clothing range, named LTD Collection.

In fact, State of Global Islamic Economy has staggeringly predicted that by 2020, the “modest fashion” market could be worth more than £226 billion.

The term “modest fashion” refers to clothing which conceals, rather than accentuates, the body.

The decision to opt for modest clothing can be due to religious or cultural reasons, or can often be to attain a more demure aesthetic.

Lyst’s report also revealed that there was a 52 per cent increased searches for the terms ‘genderless’ and ‘gender neutral’ with fashion.