The global modest fashion industry is expected to grow 6% year-on-year to $313 billion in 2022, according to news and knowledge platform Salaam Gateway’s State of the World Islamic Economy Report 2022, and is projected to reach $375 billion by 2025. The biggest markets for modest fashion include Iran, Turkey and Saudi Arabia, the report says. Outside of the Middle East and Africa, the modest fashion community is expected to be worth $170 billion by 2022.
Nike and Adidas have the highest sportswear market share in the Middle East and Africa, according to Euromonitor, followed by Reebok, Puma and Timberland. When it comes to modest apparel, Nike’s key markets globally are the United Arab Emirates, Southeast Asia, and Canada (which has a growing modest apparel market); while Adidas says consumer demand for modest sportswear is highest in Europe and North America. Both brands say they are seeing increased consumer demand in Canada, as well as Turkey.
A key challenge is understanding the nuances within each community, where definitions of modesty may vary. For Nike and Adidas, this has meant building collections beyond the basics.
“When we initially started the collection [Nike first launched modest swimwear in 2020], we started with the core pieces of what we believe modest swimming should fundamentally be,” says Ivy Spargo, senior vice president of global product and merchandising for Nike Swim. This included the swim hijab, swim leggings, and swim tunic. “Since then, with consumer input and market purchases, there have been opportunities to expand silhouettes and add to the range that allow consumers to layer and have different scales of modesty.”
Big brands are also expanding their offerings by collaborating with emerging designers. In August, South African designer Thebe Magugu teamed up with Adidas to design a collection inspired by his heritage, including modest swimwear. “It was important for this collection to offer a diverse range of apparel that catered for many sports and performance needs, including modest swimwear,” says Magugu. “I am proud to play a small role in advocacy and help make the sport more inclusive.” He highlights a three-piece set, which is “lightweight and chlorine resistant and comes with an adjustable inner cap to ensure hair stays up, while the outer layer provides full coverage.”
Authenticity begins with inclusion
Nike Swim turned to London-based creative agency Muslim Sisterhood to help bring its products to the right customers and communities. “For them, the product (modest swimsuits, burkinis) was really important,” says Sara Gulamali, co-founder of the Muslim Brotherhood. “They wanted this to reach a Muslim audience, but how? ‘What story do we want to tell?’ So it was really up to us to say, ‘Actually, this is what I think sports brands have been missing in the past.'”
Source: news.google.com