Modest fashion: a case of influencers blending marketing with a message

Abstract

In this exploratory paper, I consider the case of young fashion designers using platforms such as Instagram to get their message across rather than go through the traditional channel of fashion magazines. According to Dinar Standard (2022), the modest fashion industry has grown from small beginnings 10 years ago to be a US$295 billion industry, a figure forecasted to jump to US$375 billion by 2025. They say this success, in no small part, has been facilitated by young modest fashion brands and their founders gradually being accepted into the mainstream through the attention gained from social media engagement.