Halima Aden has been named as the global brand ambassador for Turkish modest fashion e-commerce platform, Modanisa. If you keep up to date with modest fashion news – or mainstream fashion industry goings on in general, for that matter – you might recall Aden announcing that she was “stepping down” from modelling last year.
In a series of Instagram stories last November, she declared that her hijab hadn’t been respected by fashion brands, using examples such as the American Eagle campaign that pictured jeans draped over her head. She cited a lack of Muslim stylists as a glaring gap in the industry, and implied that she was “quitting” the world of fashion until further notice.
But it seems like that notice period is up – Aden is back in action, partnering with a platform that specialises in modest wear, rather than working for another Western brand jumping on the bandwagon and earning diversity points for recruiting a black, hijabi model.
The worldwide modest fashion movement has been both celebrated and contested. When it first started “trending”, it posed a threat to smaller brands that had been catering to the community for years, but now could not compete with the accessibility and convenience of high-street labels.
Big brands and their budgets outshined these independent labels, and fans have had mixed feelings about this global style movement – happy that their style preferences were finally being validated and that there was greater choice available in stores, but wary about being tokenised and seeing Muslim-owned brands being stifled by the new competition.
But with the glamour of “exclusive” capsules by brands such as Michael Kors, DKNY, H&M, Mango and more wearing off, perhaps there’s a lesson to be learnt – that fashion targeting modesty-seeking Muslim women is most effective, genuine and long-lasting, when it is rooted in their own countries and cultures.
While modesty cannot be “claimed” by any particular faith or culture, Muslim consumers, their perceived spending power and the influx of popular hijabi bloggers on Instagram, are what catapulted this aesthetic into the mainstream in recent years.
Yet the mass appeal of any trend eventually wanes; this summer’s style trends ranged from cycling shorts to halter bralettes and “midriff flossing”. The Western fashion world’s indulgence of modesty was surface-deep, and we really shouldn’t expect anything more. Such is the cyclical nature of fashion.
Modesty might look vogue-ish when spotlighted in the window displays of Zara, but for the most part, Western retailers have no lasting commitment to these styles.
Sometimes, the insincerity is glaring – such as when Banana Republic launched hijabs but styled them on models with short sleeves and skirts with high slits. Other times, it’s masked under the charade of inclusivity, with the recruitment of Muslim women of colour such as Aden for catwalks and campaigns.
“I’m choosing to only work with brands that I really love and believe in,” wrote Aden in an Instagram caption last week. And on Monday, Modanisa announced that Aden, who they described as a “former fashion model”, would be the brand’s first-ever global ambassador, in a statement titled “I’m coming home”.
In choosing to return to a modest fashion platform headquartered in a Muslim country, perhaps Aden recognises that those truly invested in this retail category are not the big fashion players in the Western world, but the brands that centre the ideals of modesty in their very cores. “I’m so excited to be working with Modanisa… they share my faith and values, and fully respect my choices as a Muslim woman,” she said.
Western retailers, designers, stylists and photographers may still lack a deeper understanding of the psyche of the modest fashion consumer: who she dresses for, what drives her decisions to cover up and how she wants to be portrayed.
Aden's decisions to both reject the Western retail industry that catapulted her to fame, but ultimately misunderstood her approach, and sign a two-year deal with Modanisa, perhaps signify a greater understanding about this industry: that mainstream brands might make a few quick bucks, but it’s the labels and platforms that were founded to authentically serve these consumers that will triumph in the long run.
In numbers: China in Dubai
The number of Chinese people living in Dubai: An estimated 200,000
Number of Chinese people in International City: Almost 50,000
Daily visitors to Dragon Mart in 2018/19: 120,000
Daily visitors to Dragon Mart in 2010: 20,000
Percentage increase in visitors in eight years: 500 per cent
Federer's 11 Wimbledon finals
2003 Beat Mark Philippoussis
2004 Beat Andy Roddick
2005 Beat Andy Roddick
2006 Beat Rafael Nadal
2007 Beat Rafael Nadal
2008 Lost to Rafael Nadal
2009 Beat Andy Roddick
2012 Beat Andy Murray
2014 Lost to Novak Djokovic
2015 Lost to Novak Djokovic
2017 Beat Marin Cilic
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MATCH INFO
Champions League quarter-final, first leg
Ajax v Juventus, Wednesday, 11pm (UAE)
Match on BeIN Sports
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Chromite: Hard, metallic mineral containing iron oxide and chromium oxide
Ultramafic rocks: Dark-coloured rocks rich in magnesium or iron with very low silica content
Ophiolite: A section of the earth’s crust, which is oceanic in nature that has since been uplifted and exposed on land
Olivine: A commonly occurring magnesium iron silicate mineral that derives its name for its olive-green yellow-green colour
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Director: Elie Semaan
Starring: Abdullah Boushehri, Laila Abdallah, Lulwa Almulla
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The nine articles of the 50-Year Charter
1. Dubai silk road
2. A geo-economic map for Dubai
3. First virtual commercial city
4. A central education file for every citizen
5. A doctor to every citizen
6. Free economic and creative zones in universities
7. Self-sufficiency in Dubai homes
8. Co-operative companies in various sectors
9: Annual growth in philanthropy
The specs
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Company profile
Company: Rent Your Wardrobe
Date started: May 2021
Founder: Mamta Arora
Based: Dubai
Sector: Clothes rental subscription
Stage: Bootstrapped, self-funded
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1. Black holes are objects whose gravity is so strong not even light can escape their pull
2. They can be created when massive stars collapse under their own weight
3. Large black holes can also be formed when smaller ones collide and merge
4. The biggest black holes lurk at the centre of many galaxies, including our own
5. Astronomers believe that when the universe was very young, black holes affected how galaxies formed
UAE currency: the story behind the money in your pockets
Brief scores:
Kashima Antlers 0
River Plate 4
Zuculini 24', Martinez 73', 90 2', Borre 89' (pen)
COMPANY%20PROFILE
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Iftar programme at the Sheikh Mohammed Centre for Cultural Understanding
Established in 1998, the Sheikh Mohammed Centre for Cultural Understanding was created with a vision to teach residents about the traditions and customs of the UAE. Its motto is ‘open doors, open minds’. All year-round, visitors can sign up for a traditional Emirati breakfast, lunch or dinner meal, as well as a range of walking tours, including ones to sites such as the Jumeirah Mosque or Al Fahidi Historical Neighbourhood.
Every year during Ramadan, an iftar programme is rolled out. This allows guests to break their fast with the centre’s presenters, visit a nearby mosque and observe their guides while they pray. These events last for about two hours and are open to the public, or can be booked for a private event.
Until the end of Ramadan, the iftar events take place from 7pm until 9pm, from Saturday to Thursday. Advanced booking is required.
For more details, email openminds@cultures.ae or visit www.cultures.ae
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THE BIO
Favourite holiday destination: Whenever I have any free time I always go back to see my family in Caltra, Galway, it’s the only place I can properly relax.
Favourite film: The Way, starring Martin Sheen. It’s about the Camino de Santiago walk from France to Spain.
Personal motto: If something’s meant for you it won’t pass you by.
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HIJRA
Starring: Lamar Faden, Khairiah Nathmy, Nawaf Al-Dhufairy
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Director: Shazia Iqbal
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Engine: Duel electric motors
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Price: On request
Specs
Engine: Electric motor generating 54.2kWh (Cooper SE and Aceman SE), 64.6kW (Countryman All4 SE)
Power: 218hp (Cooper and Aceman), 313hp (Countryman)
Torque: 330Nm (Cooper and Aceman), 494Nm (Countryman)
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Price: From Dh158,000 (Cooper), Dh168,000 (Aceman), Dh190,000 (Countryman)
A timeline of the Historical Dictionary of the Arabic Language
- 2018: Formal work begins
- November 2021: First 17 volumes launched
- November 2022: Additional 19 volumes released
- October 2023: Another 31 volumes released
- November 2024: All 127 volumes completed
