The Luxurious Evolution of Modest Fashion in the UK

A New Frontier in Modest Fashion

With a growing interest in modest dressing, brands such as Selhaya are tapping into the luxury market like never before. “Modest fashion has often been treated as an afterthought within luxury,” states entrepreneur Aisha Hossain, who founded Selhaya, the world’s first luxury abaya brand, in 2025. “We wanted to change that by focusing on the potential of the abaya.”

Historically, the abaya has transitioned from niche boutiques in areas like London’s Whitechapel and Birmingham’s Jewellery Quarter to mainstream high streets and online platforms. Yet, Hossain notes that this evolution hadn’t yet touched the realm of luxury fashion. “Selhaya didn’t come from spotting a gap in the UK market. It came from recognizing a global omission,” she elaborates.

Market Potential and Changing Perspectives

Industry projections suggest that the European modest clothing market will hit approximately $498.25 billion (£366.35 billion) annually by 2035. This growth is influenced by several factors, including the rise of digital platforms, a preference for sustainable fashion, and a predominantly youth-led market.

According to Dr. Samreen Ashraf, a researcher at Bournemouth University specializing in British modest fashion, this style of dressing has transcended religious boundaries. “While it remains vital for many Muslim women, modest dress is increasingly adopted by those who don’t identify as religious,” she explains. This shift has broadened the market, enabling women seeking alternatives to body shaming and fostering personal expression through clothing.

The Demands of Modern Women

Hossain emphasizes that many influential women, from ambassadors to royal figures, prefer modest clothing for various reasons, including cultural and personal choice. As luxury fashion brands begin to recognize this demand, many are designing abayas and modest wear that mirror the quality and prestige of other high-end garments.

Selhaya’s clientele, including women from Paris, Doha, and Abu Dhabi, are fluent in luxury and seek higher expectations within the UK market. “If luxury modest fashion cannot exist in London—one of the most international, high net-worth cities—where can it exist?” Hossain challenges.

Price Points and Craftsmanship

Selhaya’s pieces range between £3,300 and £3,800, while limited editions, such as the Yaqeen abaya priced at £10,000, underscore a commitment to exclusivity and craftsmanship. Production runs are meticulously small, with each garment made to order using silk and other natural fabrics. Hossain notes that “historically, abayas were never meant to be disposable garments.” Selhaya aims to restore that sentiment of value and pride in modest dressing.

While Selhaya occupies the top tier of the market, a growing number of premium labels is emerging, offering boutique-quality abayas that far surpass high-street options. Brands like Abayas Boutique in Manchester and Loujain in Preston produce finely crafted garments, each reflecting an admirable standard of quality.

The Emergence of Accessible Luxury

In London, Khanum’s offers a middle-ground approach, with abayas starting around £280. Founder Rokeya Khanum, who has deep roots in the Bangladeshi garment community, defines her work as “made to be worn, re-worn, and treasured for years.”

For British Muslim women, the abaya has transformed from a mere garment into a potent symbol of autonomy, taste, and cultural pride. As Dr. Ashraf points out, “The rise of high-end modest fashion reflects a market that now values quality, craftsmanship, and personal expression.”

Through brands like Selhaya and its contemporaries, the abaya is being redefined. It’s evident that modest dressing can be both culturally profound and a luxurious experience, catering to a sophisticated audience that values both tradition and modernity.