Qualitative Exploration of Modest Fashion in Contemporary Fashion Industry

Modesty is a quality that has been always sought after since the beginning of time. Those that adhere to the modest style do not commit because of whether it is in or out in the fashion industry, they commit because it aligns with their life values. The higher values also include considerations of minimalism and sustainability of a product. The exact interpretation of ' modest fashion' varies across cultures and countries. Modest Fashion is a tug of war between faith and fashion. There is no obvious interpretation as it is influenced by the socio-cultural features of each country. Beyond the various interpretations, there is a comment consent on the idea that modest fashion supports loose clothing, comfortable dressing and covering of the body according to a person's own comfort. [10] The purpose of this article is to provide a qualitative exploration of Modest fashion, with the aim of comparing and verifying its implementation in the contemporary fashion industry. This paper also focuses on the mainstream companies across the value chain and present landscape of modest fashion in the existing fashion industry. In this context, a fashion line consisting of modest fashion clothing is proposed. A product line is developed reflecting modesty at the same time considers aspects that reflect the cliche between present modest fashion trend and actual belief. With that, social considerations in the manufacturing process, a careful choice of resources, cutting designs to conserve material and the lifecycle of the garments is also maintained. For this purpose, a closed loop cutting process which ensures zero waste is introduced. A questionnaire was developed to prospect the acceptance of modest fashion clothing at present stage. The questionnaire was administered to a convenience sample of 131 designers and gathered data was analyzed using a 7-point Likert-type scale. This study is also based on information obtained from primary and secondary sources which include social media, case study, international news and journal database.