What comes to mind when you think of modest clothing options in Kerala? Black abayas? Burqas? This may have been the scene a decade ago, but now, a number of modest clothing stores/boutiques have opened in the city, offering everything from full-sleeve denim gowns to oversized shirts and long skirts.
“Five years ago, it was difficult to find good quality modest clothing apart from the usual abayas. But now, shopping has become easier with premium modest clothing being available locally. Additionally, there is inspiring global recognition for modest fashion through social media,” says Ayshas Baker, 28, an entrepreneur from Thrissur, who has been dressing in modest wear since her teen years.
A personal choice
The concept of modesty is deeply personal. While for some it is rooted in religious beliefs, for others it is simply about dressing in a way that feels comfortable. Apart from breezy, oversized casual gowns with a dash of contemporary style, now, one could choose anything from a denim gown to flowy kaftans, oversized shirts, maxi dresses, organza or jersey hijabs (made of a stretchable fabric), lace-bordered shirts, and long skirts with shirts. The fabrics used are, usually, cotton, rayon and georgette, which are compatible with the climate in Kerala.
Some also draw inspiration from tradition. For instance, Indian embroidery and prints are increasingly being used on these garments.
In 2025, the trends in modest fashion are largely dictated by an evolving crowd willing to experiment with their outfits rather than just ‘wearing’ what is available.
Modest wear options include maxi dresses, long skirts-shirts, kaftans, oversized shirts, jersey hijabs,
| Photo Credit:
RK Nithin
Iffah Iffrath, 22, a student from Thrissur, says that modest fashion is all about creativity. She loves experimenting with different colours and textures to create unique outfits. Although there are occasions when she has to compromise style over modesty, she uses techniques like layering or pairing ‘revealing’ clothes with a jacket to add her personal touch. She says she relies on social media for outfit inspirations, even when purchasing the clothes.
A high-selling industry
Modest clothing as a fashion trend has been adopted by international brands around the globe, and it continues to be a high-selling industry. A study by Thomson Reuters on the global expenditures on modest fashion indicates that it touched USD 254 billion in 2023. According to the report, the market is far from saturated; it has the capacity to expand to USD 473 billion at a yearly growth rate of 6.6 percentage. A reason for the exponential growth can be traced to the influence of social media. Platforms such as Pinterest serves as a major source of inspiration with users searching for ‘modest outfit ideas’.
Kochi has witnessed a gradual but significant rise in dedicated modest wear establishments. “I realised there were not many dedicated shops around Kochi, which motivated me to start my own, which focuses on free-size modest wear,” says Ajfal Ashique, the owner of Modeteq, in Edappally. Retailers, usually, import merchandise from places like Dubai or countries such as Turkey, Malaysia, Indonesia, and Syria.
“Earlier, we used to shop for everybody in the family from a single shop. There was no exclusivity, we wore mass-produced garments,” recalls Arif Riyas, owner of Deen In, in Aluva.
Shefeeka Mohammed, 22, a student from Kochi agrees, “Kochi has more modest fashion stores now, and I love it. It feels good to find clothes that match my style at local shops. It is a big step forward for people like me who choose modest fashion,” she says.
Niche shops thrive by offering unique styles. “These days people want to stand out in the clothes they wear rather than be one of the herd,” says Nusrath Nizar, who recently opened a modest wear shop in Edappally, The Modest Studio. Apart from modest garments, the store also stocks accessories.
With all the talk about variety, the humble abaya has not lost its relevance. The abaya is a loose-fitting, cloak like garment (not to be confused with the burqa, which covers the full body). Today, it is available in different designs, colours, prints and fabric. Ayisha Natasha, 22, says, “I’m glad that the abayas come in different varieties now. I feel it is because more than for its purpose, people have started wearing it as a trend. Regardless, I’m very happy that it’s more accessible now.”
Although the market may seem flush with options, regular customers wish some things were different. “It would be better if brands used high-quality materials with attractive prints and colours, and steer clear of sheer fabrics,” said Aysha S Kabeer, 30, an entrepreneur from Kollam.
“I wish it was easier to find outfits which did not need too much layering, with longer sleeves, higher necklines, and longer silhouettes,” suggests Noor Safa, 23, a radiologist from Kozhikode. Iffrath adds, “I wish modest clothing options were available in mainstream stores. It would be amazing if more brands include modest clothes too making it easier for people to find stylish garments that suit their needs. I also feel modest wear often comes with a higher price tag. I wish brands could offer more affordable options.”
Published – July 04, 2025 12:25 pm IST
