Asos launches modestwear collection that includes hijabs

Hijabi model Asha Mohamud sports the clothes by Verona Collection in the Asos campaign

London model Asha Mohamud in the Asos x Verona Collection campaign 

While the maxi dresses, long shirts and duster coats that Asos carries have been a staple in modestwear wardrobes for some time now, the online-shopping platform launched its first official modest-fashion range on April 17, by including conservative-clothing brand Verona Collection to its portfolio of retailers.

The brand launched in the UK in 2015 and also retails in Macy’s stores in the US. Its latest line includes hijab designs – a first for Asos – as well as hemmed skirts, long dresses, full-sleeved tops and jumpsuits. The stylish clothes, available in opaque fabrics and colours ranging from black to bright neons, are modelled by Asha Mohamud. The Londoner is the first hijabi model to sign with PRM agency.

A statement released by Asos said: “We want fashion to be for everyone, no matter how you choose to dress. Our modest fashion edit is designed to be fashion-first and suitable for customers who choose modest dressing, with items for all occasions to give you the confidence to be whoever you want to be.”

The clothes are priced from between £11 to £55 (Dhs52 to Dh265).

Abaya evolution

The demand for modest fashion is growing exponentially. A Reuters report states that Muslim spending on fashion is predicted to reach $368 billion by 2021, while the sector has seen a 15 per cent growth in the western world since 2017.

Key findings from a March study looking into modest fashion trends around the world, by retail analytics company Edited, reveal that black made up 59 per cent of new abayas arriving at retailers in the first three months of 2019, down from 74 per cent last year. While it's still the predominant colour for abayas, others such as red and pink are on the rise. Also, patterned abayas have gone up by 70 per cent in February 2019 compared to January.