Of late, there has been a surge in the number of burqa clad models and hijabis strutting the catwalk in the finest of designer wear by some of the most skilled and reaped fashion designers of the world. We saw hijab clad career-oriented women making waves as cover girls, when the gorgeous journalist and activist Noor Tagouri appeared on the cover of Playboy’s Renegades edition. In January, model Halima Aden created history as the first hijab-wearing cover girl on the cover of Vogue. Designer Vivi Zubedi showcased her collection at the coveted and world-renowned New York Fashion Week, putting forth a collection that saw models wearing stunning outfits paired with hijabs. It seems that modest fashion has been on the rise for some time now. In 2014, DKNY launched its first Ramazan collection. Two years later, luxury brand D&G came up with a super stylish abaya collection for women Another designer Dian Pelangi followed suit. Her collection was a mixture of colours with batik print, rich brocade and tie-dye designs covering women from head to toe in full skirts, wide pants and loose fitting jackets with their head covered with scarves wrapped over and under headpieces. Tokyo Fashion Week held in January last year, featured a diverse range of showcases, from embroidered hijabs, to floral printed abayas and beaded maxi dresses. Chiffon hijabs and sequinned abayas were spotted on the ramp as well. So it seems that modest fashion has been on the rise for sometime now. In 2014, fashion house DKNY launched its first Ramazan collection. Following suit, two years later, luxury brand Dolce & Gabbana came up with a super stylish abaya collection for women. Annesia Hasibun pleasantly surprised the audience at New York runway. Her collection entirely comprised hijabs, and they were loved by the audience. Keeping this in mind, the Islamic Fashion Design Council (IFDC), which is an international platform established to bring together designers from all around the world championing clothing lines within the parametres of modest clothing, have stepped forth with the agenda to benefit the Islamic economy and its stake holders. The IFDC has recently opened its office in Karachi with Alia Khan as the chairperson and Saad Zaidi as the director of corporate affairs. Since there is a growing demand, there will be growing numbers of designers and brands that would want to become involved in the modest industry. For this very reason, IFDC has been established to provide a mutual platform for all the interested designer labels. The platform connects potential buyers with sellers. “Modest fashion is the only solid rock of the fashion industry. It’s been around since the beginning of time and will outlast all other aspects of fashion. We’re talking about a loyal consumer that will be the key to every designer and retailer’s success. Pakistan is an important part of this narrative and through IFDC, we will prove the significant role this country will play in the global modest fashion scene,” Alia Khan said, while talking exclusively to Daily Times. “Modest fashion has stood the test of time and now with growing interest from major players globally, we have a modest revolution on our hands. The overall Muslim consumer spend stands at around $400 billion with estimated revenues of $70 billion coming from modest fashion alone. With the majority of Pakistan’s base already being a modest fashion consumer, IFDC will be the driving force behind maximising the country’s potential as a global player in the sector,” Saadi Zaidi told Daily Times. We feel the platform has initiated a noble cause for helping women dress up fashionably but at the same time modestly, as per their requirements and has opened doors for brands and retailers who would offer such apparel. Any takers? Published in Daily Times, April 6th 2018.