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Is Modest Fashion really modest?

Who defines modesty? Scripture or Society?

Devout Muslims would say scripture using the following criteria for assessing outward modesty for women:

  • Clothes not revealing the shape
  • Non-transparent apparel
  • Covering the head and body except for hands and face (some ulema also include feet as an exception)
  • Other things not to attract men e.g., Colourful clothes and makeup

The Islamic Modest Fashion industry is worth billions, with high street brands like Nike offering modest brand lines.

My question is: Do the Muslim Modest Wear businesses conform to scripture or part scripture and part pandering to modern society norms? Please comment below.