Modest fashion has traditionally been categorised as a niche segment, generally reserved for religious or occasional contexts. But over the past few years, it has quietly moved into the mainstream, reshaping how fashion is defined and who it speaks to. Publications like Vogue and Istituto Marangoni have all pointed to the same shift: modest fashion is no longer on the margins. In 2018, Halima Aden’s appearance on the cover of British Vogue wearing a hijab marked a growing global demand for clothing that balances personal style with cultural and religious expression.
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Luxury Global fashion brands, such as Dior and Dolce & Gabbana, have curated modest collections with elegance. Even fast-fashion giants like Zara and H&M now dedicate an edit to their categories, bringing a hint of modesty in day-to-day lifestyle choices. In 2023 alone, the Global Modest Fashion industry was valued at $311 billion and is projected to reach $428 billion by 2027. Across fashion media and major runways, it’s clear the conversation is changing.
Despite India’s rich cultural roots, modest fashion has largely been underrepresented, as most options are either too traditional or lack everyday wear. Keeping in line with global trends, the Indian fashion industry is also participating actively in the movement. And at the centre of this narrative is Mashroo, a homegrown clothing brand actively pioneering the evolution of modest fashion wear in India.
The gap between culture and comfort is precisely where the company has worked to bridge. Founded with a vision to offer modesty without compromising modern appeal, the product line features everyday essentials such as comfortable thobes, co-ord sets, abayas, and kurta-pyjamas, as well as tunics, all of which are designed to be versatile for both everyday wear and special occasions. In doing so, Mashroo has created a market that didn’t even exist a decade ago, as they urbanised the classic, monotonous thobes and abayas into modern, stylish pieces.
Another customer favourite angle is their Father-Son duo that develops the feel of connectivity. The company even stepped into innovation with the Sports Thobes, specially created to combine the comfort of athletic wear.
A big part of Mashroo’s offering is shaped through the cut piece range under the Luxe Collection, an ultra-soft, summer-friendly, breathable fabric manufactured in-house specifically to combat India’s tropical weather. This climate-conscious initiative is making comfort as essential as aesthetics.
Mashroo’s presence has grown through its product, through its design, and also in how it carries its conversation around comfort and style. The unique attempt to combine trend and culture has led to it gaining recognition from cricket stars like Sikandar Raza, Sarfaraz Khan, and Musheer Khan, who have been appointed as Brand Ambassadors. Musicians Danish and Dawar also appreciate the exquisite collections as brand ambassadors. Well-known comedian Munawar Faruqi and along with actor Salman Yusuf Khan, also enjoys the brand ambassadorship.
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By subtly shaping how modesty is perceived in Indian contexts, the category is now out of the constraints of being boxed into religious or occasional wear. Through modern design, self-manufactured fabric, and rooted storytelling, the brand is creating a category of new consumers who seek comfort along with design.
The modest fashionwear industry continues to grow both globally and nationally, and India’s role in shaping its evolution is just a beginning. Brands like Mashroo are taking the lead by taking fashion and comfort hand-in-hand, leading the representation in India’s response to the global modest fashion movement.
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