INNERMOD launches to offer trend-led, accessible modest fashion


INNERMOD, a new website offering trend-led, accessibly priced modest fashion, has launched tapping into a booming global market.

The site was launched by former journalist and creative director Zianna Zainal, who said the site was targeting women, irrespective of their background or religion, who prefer to wear clothes that are less revealing.

“Women who choose to dress modestly for any reason – religion, personal preference or aesthetic – should have easy access to trendy clothing that allows them to express their style,” she said.

“INNERMOD offers these modest women a carefully chosen assortment of trendy clothes with longer sleeves, longer pants, longer hemlines and higher necklines,” Zainal added.

The London-based site offers accessibly priced brands across international markets such as the United Kingdom, Eastern Europe, Korea, Singapore and Indonesia, including names such as Cloth Inc, More or Less and Unique 21. Its target market is the 25-35 year old, but Zainal added that it could appeal to a wider age range.

“Each product on our platform is carefully selected from all over the world to ensure [customers] have an easy shopping experience without having to browse multiple websites to find a stylish, modest and affordable outfit,” Zainal explained.

The modest fashion market is expanding rapidly. Muslim consumers’ spend on apparel topped $243bn in 2015 and is expected increase to more than $368bn by 2021, according to Thomson Reuters’ State of the Global Islamic Economy 2016-17 report.

A number of leading designers, and indeed sports brands such as Nike, offer styles that would appeal to the wearer of modest fashion. Last year The Modist launched offering an edit of modest styles from globally renowned designers and premium brands including Christopher Kane, Mary Katrantzou, Huishan Zhang, Missoni and 3.1 Phillip Lim. Yesterday it unveiled its own label, Layeur by The Modist.