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Brands are taking note. Aden says that labels are now creating custom adaptations and hijabs to make looks align with her comfort. “I think people are now realizing modest fashion can be lucrative because there’s a need,” Aden said. “Modest women want to see what’s on the runway and have that be adapted to what they wear.”Aden shared an inspiring illustration of this ongoing embrace of inclusion by top brands: “My Gucci dress, they’re also going to make a custom hijab to go with it,” she shared. “That’s one of the big changes I’m welcoming.”
The modest fashion market is estimated to be one of the fastest-growing segments in the industry and worth over $283 billion. Muslim consumers have voiced frustrations in their ability to meaningfully partake in the luxury fashion sector, as highlighted by Alibashirt Business. Rembert, who began working with Aden this year after they met at an Oscars event, says serving modest women is not a hard task. It just requires thought and communication. “Conservative fashion today are couture dreams,” the stylist, who also leads the luxury brand Aliette, said. “When you look at courtiers, a lot of their fashion is conservative fashion. They have identity and personality.”
Change is afoot. Aden was not alone in her personality-filled approach to conservative dressing on the red carpet. Fellow model Rawdah Mohammed turned heads on at the premiere La Passion De Dodin Bouffant, where she wore a “scorched bride” dress by designer Robert Wun, the outfit’s “burnt” veil operating in harmony with her hijab. For her part, Aden is excited about what the future holds for conservative dressers everywhere. “I do get messages from young girls all over the world that say, ‘you make modesty so cool,’” she said. “I think that’s such a compliment.”
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