ASOS is the latest brand to embrace modest fashion after H&M made the move last year. The retailer said the modest clothing industry is worth over $240 billion (£184m) and wants to make it more mainstream. The Verona Collection – which sells in Macy’s stores in the U.S – has been shown off on a Muslim model who tweeted the news. Asha Mohamud, a mental health and beauty blogger, became a model for the brand, wearing hijabs and long dresses on the site. For those who don’t know, the term modest fashion describes clothing that is on-trend yet relatively covered. It can include hijabs and burqas as well as tops, trousers, cardigans and dresses that feature a modest cut. Asha was applauded, as well as ASOS, on social media for making leaps in modest fashion representation.
Asha showing off the Verona long-sleeved maxi dress with button detail in black (Picture: ASOS) Founded by fashion photographer Lisa Vogl and fashion designer Alaa Ammuss, who struggled to find modest fashion at an affordable price, the Verona Collection began with a small investment. A few months after launch, the founders partnered with British entrepreneur and philanthropist Hassan Mawji to grow the collection. Verona Collection’s Director Hassan Mawji said: ‘Our partnership with ASOS marks a big milestone for Verona and the modest fashion industry – we’ve carefully curated this collection with ASOS and we’re excited about the opportunities this opens up’.
The collection also includes plus size options (Picture: ASOS) The collection will include a variety of hijabs, modest tops, dresses and trousers that range from £11 to £55. Asha debuted some of the range on her Instagram where she wrote: ‘Catch me rocking my hijab on ASOS’s new modest collection, just in time for Eid!’ Her posts got thousands of likes and comments, both on her Instagram and Twitter. After other brands like Nike which introduced its Pro Hijab line and Tommy Hilfiger, DKNY and Dolce & Gabbana who have also embraced modest fashion, we’re excited to see which other labels follow.