There’s a new home-grown modestwear platform on the block, and it’s making a lot of noise on social media – a platform where modest fashion is flourishing. Incubated by the Chalhoub Greenhouse, Modernest is locally headquartered and centres on modern modestwear, supplying the latest threads from labels such as Mango, Massimo Dutti, Karl Lagerfeld, Zara, Riva and more.
The brand is the brainchild of Musfira Suleman, who lives in Dubai and saw a gap in the industry for a one-stop shop for clothing that is at once conservative, chic and contemporary.
“It all came crashing down during the pandemic when I wasn’t able to mix and match pieces and try them on before buying a modest outfit,” Suleman tells The National. “I decided to take matters into my own hands and drafted a business plan for a concept that all women who prefer to dress modestly can see themselves fitting into.”
Modest fashion has cemented itself as an industry fuelled by tremendous demand and significant spending power; its value is estimated to reach $311 billion by 2024, according to the 2020-2021 State of the Global Islamic Economy Report.
While the market is growing day by day with new clothing labels, there’s another niche that now has increased traction: following the business model of fashion aggregators, new digital platforms are sidestepping the hassle of stocking inventory and the pressure of manufacturing.
“We aggregate modest pieces from various platforms in addition to having an assortment of foreign brands, and we’ve partnered with several local brands to leverage the ‘from the region, for the region’ proposition,” explains Suleman.
Focus on styling rather than stocking
On the other side of the globe, New Yorker Liza Sakhaie also recently launched an online platform focusing on modestwear, after realising that consumers like her weren’t being served by the industry, even though modesty has been a buzzword for some time now.
“Whether it was for faith, work, comfort, body image or even safety-related reasons, data showed that midi skirts were replacing miniskirts and turtlenecks were outdoing V-necks. And yet, retailers still haven’t caught up. The actual experience of shopping for modest clothing hasn’t changed,” she says.
Sakhaie conceptualised a solution while working for Bloomingdale’s. “At the time, I was working on the experiential retail marketing team, conceiving ideas to capture customers in innovative and interactive ways, and yet, in my own modest shopping experience, it felt like no one was doing much to try to capture me,” she explains. Understanding that creating modest looks from mainstream brands could be challenging and time-consuming, she launched The Reflective, a website anchoring a shoppable, modesty-themed newsletter.
“We have a team of thoughtful ‘buyers’ selecting high-fashion, elevated finds from across the web so you don’t have to do the hard work any more,” says Sakhaie. “We used the newsletter as the foundation for our marketplace, testing different styles, products, price ranges and modesty standards to inform our marketplace curation strategy.” The Reflective’s marketplace directs visitors to the websites of brands such as Never Fully Dressed and The Frock NYC, and e-tailers like The Outnet and Shopbop.
Styling and curating are central to both Modernest and The Reflective. “Consumers want to be able to see the pieces on real women with real sizes, worn in their own unique ways,” says Suleman, who calls her site’s diverse crew of influencers The Modernest Squad. Regional hijab-wearing bloggers Yaman Alrifai, Aisha Alaqeel and Mariam Sheikh are among the brand’s ambassadors, and each puts her distinctive touch on outfits from Modernest’s offerings.
Modest fashion for all
This approach of curating looks rather than simply listing and selling pages of fashion items targets the modern, multitasking, digital-savvy woman. “She wants to look put-together and remain on trend, but doesn’t have the time to scroll through hundreds of e-com sites and the budget to spend on a personal stylist,” says Sakhaie.
While limited-edition modest fashion collections by brands have been popular in the past (often tied to Ramadan) both Suleman and Sakhaie cater to the year-round demand for modestwear. Another common point between both entrepreneurs is their decision to leave religion out of the conversation. “Despite religion being the most common reason [for dressing modestly], I believe there are women out there who have other motives but are overlooked,” says Suleman.
While the State of the Global Islamic Economy Report said one of the challenges of this market was that “there is no fixed definition or set of standards that regulate modest fashion”, catering to diverse interpretations of modesty actually helps to attract a wider audience – particularly women of faith groups who follow different guidelines. Many Jewish women, for example, avoid trousers and wear only skirts and dresses, while traditional hijab headscarves are more prevalent among Muslims, even though there is an element of veiling in Jewish traditions. Sakhaie says she saw the opportunity to help build an “interfaith” community, uniting women of different backgrounds across their “mutual core values”.
“There is so much dividing our world today and I saw modesty as a unique opportunity to bring women together rather than continuing to segment them into different groups,” she says.
Plus, the “religious” connotations linked with covering up are partly to blame for modesty being deemed unfashionable for so many years. “Us ‘modest dressers’ are used to being outsiders, looked at as archaic, stuck in the past or antifeminist,” says Sakhaie. “We want to break the stereotypes around modesty and support women who choose to take on a modest dress code, with ‘choose’ being the key word.”
Celebrating the collective
The modest fashion movement has given rise to numerous designers, models and entrepreneurs specialising in this realm, but while the market may seem saturated, both Suleman and Sakhaie believe this is only the beginning of a global fashion reckoning. “We expect more brands, influencers and leaders to pop up in the space. We don’t see these brands as competition. Rather we hope to use our audience and platform to amplify their voices,” explains Sakhaie.
Suleman says mainstream modesty still needs to shed some of its stereotypical, cultural stereotypes. “I believe the market isn’t even halfway there to its true potential. Today, the biggest challenge lies in brands often limiting the term ‘modest fashion’ to abayas, kaftans and tunics, when in fact there is so much more that can be explored,” she says.
Modest fashion enterprises such as The Modist, which closed during the pandemic, set the bar high for online modestwear and have been inspirational for both entrepreneurs. Moving forward, they envision the future of this market to be driven by affordability and accessibility, promoted through social media with the help of style-savvy ambassadors who can sell modest fashion to their diverse audiences.
“The answer lies in community building and connecting with consumers at various touchpoints rather than a traditional e-commerce model,” says Suleman. “I believe that advocates of modest fashion are trying to make the best out of the limited resources that we have. With our combined effort, sooner or later, we are going to get where we are supposed to be – and when we do, it is going to be revolutionary.”
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Read more from Johann Chacko
Milestones on the road to union
1970
October 26: Bahrain withdraws from a proposal to create a federation of nine with the seven Trucial States and Qatar.
December: Ahmed Al Suwaidi visits New York to discuss potential UN membership.
1971
March 1: Alex Douglas Hume, Conservative foreign secretary confirms that Britain will leave the Gulf and “strongly supports” the creation of a Union of Arab Emirates.
July 12: Historic meeting at which Sheikh Zayed and Sheikh Rashid make a binding agreement to create what will become the UAE.
July 18: It is announced that the UAE will be formed from six emirates, with a proposed constitution signed. RAK is not yet part of the agreement.
August 6: The fifth anniversary of Sheikh Zayed becoming Ruler of Abu Dhabi, with official celebrations deferred until later in the year.
August 15: Bahrain becomes independent.
September 3: Qatar becomes independent.
November 23-25: Meeting with Sheikh Zayed and Sheikh Rashid and senior British officials to fix December 2 as date of creation of the UAE.
November 29: At 5.30pm Iranian forces seize the Greater and Lesser Tunbs by force.
November 30: Despite a power sharing agreement, Tehran takes full control of Abu Musa.
November 31: UK officials visit all six participating Emirates to formally end the Trucial States treaties
December 2: 11am, Dubai. New Supreme Council formally elects Sheikh Zayed as President. Treaty of Friendship signed with the UK. 11.30am. Flag raising ceremony at Union House and Al Manhal Palace in Abu Dhabi witnessed by Sheikh Khalifa, then Crown Prince of Abu Dhabi.
December 6: Arab League formally admits the UAE. The first British Ambassador presents his credentials to Sheikh Zayed.
December 9: UAE joins the United Nations.
The specs
Engine: 2.0-litre 4cyl turbo
Power: 261hp at 5,500rpm
Torque: 405Nm at 1,750-3,500rpm
Transmission: 9-speed auto
Fuel consumption: 6.9L/100km
On sale: Now
Price: From Dh117,059
The Laughing Apple
Yusuf/Cat Stevens
(Verve Decca Crossover)
HIV on the rise in the region
A 2019 United Nations special analysis on Aids reveals 37 per cent of new HIV infections in the Mena region are from people injecting drugs.
New HIV infections have also risen by 29 per cent in western Europe and Asia, and by 7 per cent in Latin America, but declined elsewhere.
Egypt has shown the highest increase in recorded cases of HIV since 2010, up by 196 per cent.
Access to HIV testing, treatment and care in the region is well below the global average.
Few statistics have been published on the number of cases in the UAE, although a UNAIDS report said 1.5 per cent of the prison population has the virus.
More from Neighbourhood Watch:
Key figures in the life of the fort
Sheikh Dhiyab bin Isa (ruled 1761-1793) Built Qasr Al Hosn as a watchtower to guard over the only freshwater well on Abu Dhabi island.
Sheikh Shakhbut bin Dhiyab (ruled 1793-1816) Expanded the tower into a small fort and transferred his ruling place of residence from Liwa Oasis to the fort on the island.
Sheikh Tahnoon bin Shakhbut (ruled 1818-1833) Expanded Qasr Al Hosn further as Abu Dhabi grew from a small village of palm huts to a town of more than 5,000 inhabitants.
Sheikh Khalifa bin Shakhbut (ruled 1833-1845) Repaired and fortified the fort.
Sheikh Saeed bin Tahnoon (ruled 1845-1855) Turned Qasr Al Hosn into a strong two-storied structure.
Sheikh Zayed bin Khalifa (ruled 1855-1909) Expanded Qasr Al Hosn further to reflect the emirate's increasing prominence.
Sheikh Shakhbut bin Sultan (ruled 1928-1966) Renovated and enlarged Qasr Al Hosn, adding a decorative arch and two new villas.
Sheikh Zayed bin Sultan (ruled 1966-2004) Moved the royal residence to Al Manhal palace and kept his diwan at Qasr Al Hosn.
Sources: Jayanti Maitra, www.adach.ae
The biog
Family: He is the youngest of five brothers, of whom two are dentists.
Celebrities he worked on: Fabio Canavaro, Lojain Omran, RedOne, Saber Al Rabai.
Where he works: Liberty Dental Clinic
Six large-scale objects on show
- Concrete wall and windows from the now demolished Robin Hood Gardens housing estate in Poplar
- The 17th Century Agra Colonnade, from the bathhouse of the fort of Agra in India
- A stagecloth for The Ballet Russes that is 10m high – the largest Picasso in the world
- Frank Lloyd Wright’s 1930s Kaufmann Office
- A full-scale Frankfurt Kitchen designed by Margarete Schütte-Lihotzky, which transformed kitchen design in the 20th century
- Torrijos Palace dome
if you go
The flights
Etihad, Emirates and Singapore Airlines fly direct from the UAE to Singapore from Dh2,265 return including taxes. The flight takes about 7 hours.
The hotel
Rooms at the M Social Singapore cost from SG $179 (Dh488) per night including taxes.
The tour
Makan Makan Walking group tours costs from SG $90 (Dh245) per person for about three hours. Tailor-made tours can be arranged. For details go to www.woknstroll.com.sg
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%3Cp%3EDavid%20White%20might%20be%20new%20to%20the%20country%2C%20but%20he%20has%20clearly%20already%20built%20up%20an%20affinity%20with%20the%20place.%3Cbr%3E%3Cbr%3EAfter%20the%20UAE%20shocked%20Pakistan%20in%20the%20semi-final%20of%20the%20Under%2019%20Asia%20Cup%20last%20month%2C%20White%20was%20hugged%20on%20the%20field%20by%20Aayan%20Khan%2C%20the%20team%E2%80%99s%20captain.%3Cbr%3E%3Cbr%3EWhite%20suggests%20that%20was%20more%20a%20sign%20of%20Aayan%E2%80%99s%20amiability%20than%20anything%20else.%20But%20he%20believes%20the%20young%20all-rounder%2C%20who%20was%20part%20of%20the%20winning%20Gulf%20Giants%20team%20last%20year%2C%20is%20just%20the%20sort%20of%20player%20the%20country%20should%20be%20seeking%20to%20produce%20via%20the%20ILT20.%3Cbr%3E%3Cbr%3E%E2%80%9CHe%20is%20a%20delightful%20young%20man%2C%E2%80%9D%20White%20said.%20%E2%80%9CHe%20played%20in%20the%20competition%20last%20year%20at%2017%2C%20and%20look%20at%20his%20development%20from%20there%20till%20now%2C%20and%20where%20he%20is%20representing%20the%20UAE.%3Cbr%3E%3Cbr%3E%E2%80%9CHe%20was%20influential%20in%20the%20U19%20team%20which%20beat%20Pakistan.%20He%20is%20the%20perfect%20example%20of%20what%20we%20are%20all%20trying%20to%20achieve%20here.%3Cbr%3E%3Cbr%3E%E2%80%9CIt%20is%20about%20the%20development%20of%20players%20who%20are%20going%20to%20represent%20the%20UAE%20and%20go%20on%20to%20help%20make%20UAE%20a%20force%20in%20world%20cricket.%E2%80%9D%C2%A0%3C%2Fp%3E%0A
Company profile
Date started: 2015
Founder: John Tsioris and Ioanna Angelidaki
Based: Dubai
Sector: Online grocery delivery
Staff: 200
Funding: Undisclosed, but investors include the Jabbar Internet Group and Venture Friends
Important questions to consider
1. Where on the plane does my pet travel?
There are different types of travel available for pets:
- Manifest cargo
- Excess luggage in the hold
- Excess luggage in the cabin
Each option is safe. The feasibility of each option is based on the size and breed of your pet, the airline they are traveling on and country they are travelling to.
2. What is the difference between my pet traveling as manifest cargo or as excess luggage?
If traveling as manifest cargo, your pet is traveling in the front hold of the plane and can travel with or without you being on the same plane. The cost of your pets travel is based on volumetric weight, in other words, the size of their travel crate.
If traveling as excess luggage, your pet will be in the rear hold of the plane and must be traveling under the ticket of a human passenger. The cost of your pets travel is based on the actual (combined) weight of your pet in their crate.
3. What happens when my pet arrives in the country they are traveling to?
As soon as the flight arrives, your pet will be taken from the plane straight to the airport terminal.
If your pet is traveling as excess luggage, they will taken to the oversized luggage area in the arrival hall. Once you clear passport control, you will be able to collect them at the same time as your normal luggage. As you exit the airport via the ‘something to declare’ customs channel you will be asked to present your pets travel paperwork to the customs official and / or the vet on duty.
If your pet is traveling as manifest cargo, they will be taken to the Animal Reception Centre. There, their documentation will be reviewed by the staff of the ARC to ensure all is in order. At the same time, relevant customs formalities will be completed by staff based at the arriving airport.
4. How long does the travel paperwork and other travel preparations take?
This depends entirely on the location that your pet is traveling to. Your pet relocation compnay will provide you with an accurate timeline of how long the relevant preparations will take and at what point in the process the various steps must be taken.
In some cases they can get your pet ‘travel ready’ in a few days. In others it can be up to six months or more.
5. What vaccinations does my pet need to travel?
Regardless of where your pet is traveling, they will need certain vaccinations. The exact vaccinations they need are entirely dependent on the location they are traveling to. The one vaccination that is mandatory for every country your pet may travel to is a rabies vaccination.
Other vaccinations may also be necessary. These will be advised to you as relevant. In every situation, it is essential to keep your vaccinations current and to not miss a due date, even by one day. To do so could severely hinder your pets travel plans.
Source: Pawsome Pets UAE
Zakat definitions
Zakat: an Arabic word meaning ‘to cleanse’ or ‘purification’.
Nisab: the minimum amount that a Muslim must have before being obliged to pay zakat. Traditionally, the nisab threshold was 87.48 grams of gold, or 612.36 grams of silver. The monetary value of the nisab therefore varies by current prices and currencies.
Zakat Al Mal: the ‘cleansing’ of wealth, as one of the five pillars of Islam; a spiritual duty for all Muslims meeting the ‘nisab’ wealth criteria in a lunar year, to pay 2.5 per cent of their wealth in alms to the deserving and needy.
Zakat Al Fitr: a donation to charity given during Ramadan, before Eid Al Fitr, in the form of food. Every adult Muslim who possesses food in excess of the needs of themselves and their family must pay two qadahs (an old measure just over 2 kilograms) of flour, wheat, barley or rice from each person in a household, as a minimum.
The specs
Engine: 3.0-litre six-cylinder turbo
Power: 398hp from 5,250rpm
Torque: 580Nm at 1,900-4,800rpm
Transmission: Eight-speed auto
Fuel economy, combined: 6.5L/100km
On sale: December
Price: From Dh330,000 (estimate)
Conflict, drought, famine
Estimates of the number of deaths caused by the famine range from 400,000 to 1 million, according to a document prepared for the UK House of Lords in 2024.
It has been claimed that the policies of the Ethiopian government, which took control after deposing Emperor Haile Selassie in a military-led revolution in 1974, contributed to the scale of the famine.
Dr Miriam Bradley, senior lecturer in humanitarian studies at the University of Manchester, has argued that, by the early 1980s, “several government policies combined to cause, rather than prevent, a famine which lasted from 1983 to 1985. Mengistu’s government imposed Stalinist-model agricultural policies involving forced collectivisation and villagisation [relocation of communities into planned villages].
The West became aware of the catastrophe through a series of BBC News reports by journalist Michael Buerk in October 1984 describing a “biblical famine” and containing graphic images of thousands of people, including children, facing starvation.
Band Aid
Bob Geldof, singer with the Irish rock group The Boomtown Rats, formed Band Aid in response to the horrific images shown in the news broadcasts.
With Midge Ure of the band Ultravox, he wrote the hit charity single Do They Know it’s Christmas in December 1984, featuring a string of high-profile musicians.
Following the single’s success, the idea to stage a rock concert evolved.
Live Aid was a series of simultaneous concerts that took place at Wembley Stadium in London, John F Kennedy Stadium in Philadelphia, the US, and at various other venues across the world.
The combined event was broadcast to an estimated worldwide audience of 1.5 billion.
West Asia Premiership
Dubai Hurricanes 58-10 Dubai Knights Eagles
Dubai Tigers 5-39 Bahrain
Jebel Ali Dragons 16-56 Abu Dhabi Harlequins
UAE currency: the story behind the money in your pockets
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Salah in numbers
€39 million: Liverpool agreed a fee, including add-ons, in the region of €39m (nearly Dh176m) to sign Salah from Roma last year. The exchange rate at the time meant that cost the Reds £34.3m - a bargain given his performances since.
13: The 25-year-old player was not a complete stranger to the Premier League when he arrived at Liverpool this summer. However, during his previous stint at Chelsea, he made just 13 Premier League appearances, seven of which were off the bench, and scored only twice.
57: It was in the 57th minute of his Liverpool bow when Salah opened his account for the Reds in the 3-3 draw with Watford back in August. The Egyptian prodded the ball over the line from close range after latching onto Roberto Firmino's attempted lob.
7: Salah's best scoring streak of the season occurred between an FA Cup tie against West Brom on January 27 and a Premier League win over Newcastle on March 3. He scored for seven games running in all competitions and struck twice against Tottenham.
3: This season Salah became the first player in Premier League history to win the player of the month award three times during a term. He was voted as the division's best player in November, February and March.
40: Salah joined Roger Hunt and Ian Rush as the only players in Liverpool's history to have scored 40 times in a single season when he headed home against Bournemouth at Anfield earlier this month.
30: The goal against Bournemouth ensured the Egyptian achieved another milestone in becoming the first African player to score 30 times across one Premier League campaign.
8: As well as his fine form in England, Salah has also scored eight times in the tournament phase of this season's Champions League. Only Real Madrid's Cristiano Ronaldo, with 15 to his credit, has found the net more often in the group stages and knockout rounds of Europe's premier club competition.
BMW M5 specs
Engine: 4.4-litre twin-turbo V-8 petrol enging with additional electric motor
Power: 727hp
Torque: 1,000Nm
Transmission: 8-speed auto
Fuel consumption: 10.6L/100km
On sale: Now
Price: From Dh650,000
Silent Hill f
Publisher: Konami
Platforms: PlayStation 5, Xbox Series X/S, PC
Rating: 4.5/5
MO
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