The Modist- Modest Fashion Dream
Timing is everything whether in business or life. Considering that the modesty movement has now officially hit the mainstream and dressing is de rigeur for women of all cultures and ethnicities, Ghizlan Guenez's decision to launch a luxury fashion retailer catering for a conservative dresser seemed incredibly prescient. On 8 March 2017 – International Women's Day no less – Modist.com launched a global revolution in fashion, women's empowerment, and women's empowerment from its HQ in Dubai.
The Modist is more than just shopping – it's tapping into the momentum of empowering people and styling women on their own terms. I assume that the apparel industry is shifting globally towards a more multicultural perspective. One that includes actual women who have not been portrayed in this room before, be it a modest dresser, a curvy woman, or a woman over a certain age. The need to embrace diversity is incredibly critical, and I believe it is no longer the norm' to showcase only one type of woman in the fashion industry. I assume there is also a transition from viewing life through a man's lens to the 'female gaze.' There is a new light in which women are seen that is not only about the sexualization of a body, but a way that reveals that sexuality and commerciality can be equally thrilling through a female lens.
The Modist also collaborated closely with designers, advising them on the design process and how to cater to the modest fashion client, but Net-a-Porter often followed this approach. Every year, Net-a-Porter has expanded its annual Ramadan edition, putting together major labels such as Carolina Herrera and Oscar de la Renta through unique pieces designed specifically for editing.
Although The Modist helped popularize the modest fashion movement, it struggled to build on the momentum. Larger luxury stores, such as Net-a-Porter, Asos, Zara and Matches Fashion, started launching their own modest collections after The Modist launched Net-a-Porter in the same year as The Modist in 2017.
The barely three-year-old luxury e-commerce website, based on modest apparel, permanently ceased operation, according to a notice from founder Ghizlan Guenez posted on the company's social media platforms. Although Guenez said the closure was due to the coronavirus outbreak, a source close to the organization said that the Modist had cash-flow concerns well before the pandemic happened. When asked to comment on this last week, Guenez replied by simply saying, "Many corporations are going through a very tough time. Guenez commented by simply saying, "Many companies are going through really tough times, and that includes our young firm. At this point, our focus is on the well-being of our employees."
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