In early 2017, Condé Nast launched Vogue Arabia and it could not have come at a better time for the Middle-Eastern market and modest-dressing woman. The fashion industry is currently seeing an increasing demand for fashionable, modern and well-crafted modest garments. Lower hemlines, higher necklines, sleeves, and scarves are more coveted than ever. According to a Thomson Reuters report, Muslim women were estimated to have spent $266 billion on this so-called modest fashion in 2013; the modest fashion industry is expected to be worth more than £484 billion by 2019. Many western brands, such as UNIQLO, Dolce & Gabbana and DKNY have begun accommodating this powerful market, with much more surely to follow suit.

In recent years, a number of hijabi women have been making headlines within the fashion and pop culture circles. @Mariah Idrissi, became the first person to wear a head covering in an H&M ad campaign and in 2017, @Halima Aden would enchant us all in her editorial debut for CR Fashion Book, in which she discussed the perceptions of Muslim women. The demand for The West's embrace of modest clothing is very much there and it is not restricted to the wealthy; @Dina Toskia has seen her social media skyrocket thanks to her coverage of accessible modest clothing.

Following on the heels of a very successful London launch, Dubai recently hosted Modest Fashion Week which showcased over 25 fashion brands and their sleek and modern blend of Khaleeji and Western style; proving that fashion transcends trends, doctrine, and cultural identity. Sponsored by Emaar Properties, Modanisa, and MBM International, the two-day event featured well known Gulf-based brands, but also a selection of internationals including Anjilla Seddeqi from Australia. Emerging brands were invited to compete to earn the Emerging Modest Fashion Designer Award (EMFDA), which offers winner with editorial and e-commerce opportunities as well as a cash prize of $3000.