ASOS Embraces Modest Fashion

Style Syahirah Mokhtazar 18-Apr-2019

From wedding dresses to active-wear and even 90s throwback staples, you can find just about everything on ASOS. The online retail store, which constantly tries to be inclusive of all types of shoppers is the latest fashion giant to embrace modest fashion.

The brand launched its own modest line which for the first time offers hijabs that is available in a multitude of fun colours. Other modest fashion items include maxi dresses available in both gorgeous prints and plain bold colours, wide leg suit trousers, and more.

According to the, ASOS’ website explains: “Our modest fashion edit has everything you need if you’re choosing to be more covered.

“Created with long sleeves, floor-length hemlines and opaque fabrics, each piece can be worn on its own – no layers necessary. So you can stay true to yourself and still have fun with fashion.”

In addition to its own modest collection, ASOS has also welcomed Verona Collection a brand that was independently established in 2015 by fashion photographer Lisa Vogl and fashion designer Alaa Ammuss.

Their struggle to find modest pieces at affordable prices led to the birth of Verona Collection.

The brand grew popular within two years of its launch, eventually landing itself on the shelves In American department store Macy’s in 2018.

The collection now available in ASOS carries 25 items which includes hijabs, tops, dresses, jumpsuits, coats and trousers in a range of fun prints and cuts. It is described to encapsulate women’s empowerment within Muslim identity.

Verona Collection’s website noted that the clothes bring a much-sought-after offering to a market that had previously been overlooked.

“Our partnership with ASOS marks a big milestone for Verona and the modest fashion industry- we’ve carefully curated this collection with ASOS and we’re excited for the opportunities this opens up,” said Verona Collection’s Director Hassan Mawii in a press release.

Type in ‘modest’ and you will find a bevy of modest aesthetics, including ASOS’ modest range.

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