ASOS launches modest wear label IYAL
Online fashion retailer ASOS has launched modest wear label IYAL, becoming the brand's exclusive UK and European wholesale partner.
The debut collection features 64 styles across occasion wear, tailoring and everyday pieces, including elegant dresses, coordinated cotton and woven sets, tailored skirt suits, and a selection of matching hijabs in both plain shades and prints.
The launch marks a significant expansion of ASOS’ modest fashion edit.
Shazmeen Malik, Brands Director at ASOS, said: "We’re excited to introduce IYAL to our customers.
"The brand brings a fresh, trend-focused approach to modest dressing, with pieces that are both stylish and contemporary. Its launch builds on our momentum in bringing exciting international labels to ASOS and further strengthens our global brand mix."
ASOS first launched modest wear in 2019 with US-based modest wear label Verona Collection. Modest wear soon shifted from a one-off capsule to a permanent category on the site, where customers can filter fashion by “body fit”.
The global modest fashion market is estimated to reach £280 billion by 2025.
