In an online world where there are no such things as shop windows, what makes one platform more appealing than the other? According to The Modist, the answer is: niche. The newest luxury online shopping destination launched on 8 March – also known as International Women’s Day – and opened it’s virtual doors to women that love to stay covered up while being fashionable. And with 100 world designers stocked in their upcoming autumn/winter 2017 drop, it’s the best of contemporary fashion curated in a new, particular way.

The platform’s fashion and buying director Sasha Sarokin says The Modist is about “smashing stereotypes women have of what modesty clothing is and showing a fashion point of view on what modest dressing looks like.” Modesty is a macro-trend that has recently changed its appearance drastically. From what was once single-toned and often minimal in its approach has now become a visually saturated celebration of colours, patterns and textures – mostly thanks to the ideas of Alessandro Michele for Gucci and more recently the new maximalist spirit of Francesco Rizzo’s Marni. Covered-up fashion is not about hiding – it’s about using the sleeves, layers and long silhouettes to express one’s love for fashion.

And judging by Modist’s handpicked edit, the love for fashion is key. With a variety of brands including London’s maximalists Christopher Kane, Mary Katrantzou and Peter Pilotto together with some new names like R-O-K-H, Blazé and Asceno, as well as statement accessories by Dorateymur, Tabitha Simmons and Nicholas Kirkwood, this e-tail platform speaks to a certain woman who finds modesty chic. After only 3 months of being live, the audience is equally split between the West (UK and US) and the Middle East (The Modist HQ is in Dubai), proving that modesty fashion goes beyond the idea of covering up. When explaining the buying premise, Sarokin emphasizes that global factor. “It’s not just about religion,” she says, explaining that The Modist talks to women that stay covered up for the sake of being chic. And after Gucci’s latest Resort 2017 collection, it seems like this trend is here to stay.

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Text by Dino Bonacic