Modest, but make it fashion

“It’s covered. And it’s fun.” That’s Modest fashion in a nutshell for Deborah Latouche, stylist and creative director of Studio Latouche and luxury Modest wear brand SABIRAH. Deborah is challenging the stereotype that dressing modestly means covering oneself in “dull” and “unfashionable” clothing. “My approach to styling Modest fashion is the same approach that I would have to any other things I’m styling. I want them to be elevated. I want it to look fun. High fashion. Cool,” says Deborah.

Modest fashion is typically loose-fitting, non-revealing clothing that conceals the shape of the body rather than accentuating it. Someone may choose to dress in Modest wear for cultural or religious reasons, to feel comfortable in their body or for other personal preferences. 

Zalando teams have spent the last year working with Deborah’s Studio Latouche to update and improve our Content Guidelines for Modest Fashion to help us create imagery, videos and campaigns that better represent and celebrate diversity. Our content creation guidelines offer Zalando employees in-depth research into Modest apparel, including perceptions, trends and anecdotes from focus groups with modest dressers. The guidelines also direct Zalando Studios stylists and photographers on how to elevate and shoot Modest fashion in a more authentic and inspirational manner - like Daniele and Yara explain in the video below. Finally, they provide guidance on what types of apparel can be considered modest on Zalando, such as regular or high-rise loose-fitting jeans versus low-rise or slim fit jeans; a top with a high versus a deep neckline; opaque versus sheer fabrics.

We’re looking at how we portray Modest fashion on Zalando as part of our wider Diversity & Inclusion commitment to representative content: our customer experience and communications should reflect and celebrate diversity through our visuals, language, and narratives - we also encourage and support our partner brands to do the same. 

Embracing the diversity of modest dressing

Focus groups and surveys with modest dressers helped shape our approach to the content creation guidelines. An important point raised by focus group participants was the need to avoid stereotyping Modest fashion as solely religious attire. For many people, modest fashion choices are deeply personal and extend beyond religion.

“To appear elegant, [for] simplicity and to avoid people looking at their bodies,” were additional reasons for dressing modestly, as found in surveying 100 women from the UK, Germany and France for the project. Focus group findings also reinforced the notion that dressing modestly makes some women “feel more confident and powerful as they control what others can see in relation to how much of their body they reveal.”

Our content creation guidelines are therefore rooted in a nuanced understanding of Modest fashion, recognising the diversity of motivations and values among our customers. Offering a broad range of modest clothing options inspires customers with different styling options and ensures a more inclusive experience.

Upskilling our stylists and photographers on how to create content that better represents the diversity of styles and tastes within Modest fashion will make customers feel more seen and included on Zalando. And that’s exactly what our motto ‘Inclusive by Design’ stands for. Have a look for yourself at our Modest Fashion assortment here.