Modest fashion has been on the talks for quite some time. Now it has settled. We cannot consider it a trend anymore. It is a lifestyle and a new way to enjoy fashion.
And the figures say it all! Consumers spent $ 254 billion on modest fashion in 2016 and the growth is predicted to reach $373 billion by 2022.
Islamic Fashion and Design Council (or IFDC) is part of that growth, assisting modest fashion designers to get more visibility and exposure thanks to events such as Pret-a-Cover.
This awaited event is not a conventional catwalk. Collections will be presented via video projections at the central fountain in City Walk in quite an immersive experience. You will be able to touch, meet and talk to the designers at the pop-ups around. The space each designer will have is not conventional either. They made them cozy and welcoming, inviting, for everyone to come and start a conversation over tea and cookies.
Buyers, consumers, fans, and curious souls are all invited to the event. Just use this link to register: https://www.ifdcouncil.org/attendee-sign-up/
When: From the 28th of March to the 2nd of April, every day from 10.00am to midnight
Where: City Walk 2. Dubai.
Probably when you think of modest fashion, you might picture hijabi girls and might think it is only for Muslims. But I am pretty sure in your closet you have plenty of items that could be considered “modest” and you are not even aware.
SO, WHAT IS MODEST FASHION?
“We call modest fashion pieces that follow the modest guidelines. For tops, this simply means there is no cleavage, nothing see-through, open back or such, and that the sleeves are 3/4 at least. In the strict sense, modest clothing means you are covered from your neckline down to your ankles. In a less strict sense, these are clothes that are ‘decent’, fairly loose and at least come down through half the calves (think midi dresses). It’s the kind of clothes you’d normally wear in winter, or if you are going to a meeting, where dressing fairly conservative is preferred. Juxtaposition, high-waist pants and loose fittings are also very much in fashion at the moment so, in reality, most of us own and probably regularly wear modest clothing”, explains Charlotte Chedeville, Projects & Strategy Manager at IFDC.
Yep! Basically, it is a great option for office looks, stylish events, and cold winters. If you wear the hijab or not, is your call.
INTERESTING PROPOSALS AT PRET-A-COVER
UNDER RAPT is a modest athleisure brand. Relaxed and comfortable silhouettes for you to focus on your physical exercises… because you already look gorgeous. This brand is inspired by Fenty, Yeezy, and Vetements. They use quality fabrics that are breathable, able to cool and sustainable.
LAURAFED created beautiful bags mixing all sorts of elements. The results are quite unique!
ARISTOCRAT KIDS is coming all the way from Latvia to bring fantasy to children’s wear. All I can say is… I want my daughter to dress in these dreamy dresses! They come to life from a tale literally and every collection is a new chapter on the story of Princess Alexandra and her Royal Kingdom. Cute!
ISABELLA CAPOSANNO from Italy is also a dreamy fashion brand. She has a love for tiny details to make clothes that are simply outstanding.
BLUE MEETS BLUE has a beautiful story behind. Founded by Shad Alasaly. They are helping the refugee crisis in the USA by providing them with jobs, training, and assistance to integrate. That is how Blue (the ocean) meets Blue (the sky). Love the message, and the clothes look fab!
HOLIK GLOVE COUTURE. Yep! Couture also reached your hands… and this brand does amazing leather and suede gloves by hand. They are coming from the Czech Republic and it has been a family business for decades. Craftmanship!
If you like leather and furs, then go say hi to KOPENHAGENFUR. They are the center of ethical fur trade and work with all the big brands. Think of LV, Fendi, Chanel…
ONLINE IS HERE TOO!
Yes! At Pret-a-cover you will find representation of online e-commerces that cater to modest fashion enthusiasts. THEMODIST.COM will be here of course with Ghizlan Guenez heading this amazing luxury e-commerce platform. Also FASHIONVALET.COM from Malaysia and a new website called MIELLA.COM that aims to be the H&M of the modest fashion. Cute designs at affordable prices!
MAKE SURE YOU GET YOUR DISCOUNTS
For us, that is already more than enough to attend to Pret-a-cover, and this article summons just a few highlights. At the event, you will find more brands and fashion houses with their proposals. The organizers and their sponsors want you to be even more pampered and if you register using this link and scanning the QR code given, you will have special discounts and gifts. These are some examples:
- Araida: 15% off your purchase.
- Aristocrat Kids: You will receive a special gift worth 70-100EUR upon purchase on a garment online.
- Blue Meets Blue – the one that employs refugees in the USA: USD75 off your first purchase.
- LauraFed and their cute clutches! give you 20% off.
- Pullman Dubai Creek City Centre will be giving over AED 1,000 value gifts including discounted access to entertainment parks, spas, brunches and more.
- Under-Rapt: free delivery and 20% off
- Pullman Hotels: Gifts worth over AED 1,500 including spas, lunches, brunches, entertainment parks and more
- Whistles: 15% off all purchases
- ba&sh: 15% off
And stay tuned because we are having a really cool giveaway with IFDC! Check our Instagram to find the details!