Muslim Creative Agency Finds Winter as a Key Fashion Season for British Muslim Women

mud orange, a multi-award-winning strategy and creative agency, today unveiled its 2023 findings on modest fashion trends among British Muslim women, with a spotlight on 'the winter scramble' - a time when fashion collections provide better coverage and modesty options, so Muslim women use the season to stock up on essentials.

The full report 'Modest Fashion for British Muslims' presents a series of insights from the intensive study, involving over 1,000 British Muslims. The findings shed light on the rising demand for modest fashion, particularly among Gen Z women, who consider it an essential part of their wardrobe to reflect both their faith and British identities.

A striking trend identified is the 'winter scramble', where 76% of Muslim women in Britain look to autumn and winter collections for their yearly wardrobe staples. "Fashion during the winter is naturally more modest," explains Ameena, 29, from London. "So it's the perfect time to find fashionable pieces without the unexpected slits or exposures.''

The report highlights significant socio-economic progress among Muslim women taken from the latest census data. They’re more likely to have a university degree or work in a profession than the UK average woman, giving them strong purchasing power and increased lifestyle demand. Despite this, there is a noticeable gap in the market, with many industries, including the fashion industry, failing to cater to this demographic year-round.

"The winter scramble sends a resounding message to brands about a significant and ready market, currently overlooked and demand inclusive contemporary fashion across all seasons," states Arif Miah, strategy director at mud orange. "Our insights report is just a snapshot of this market's potential. To truly engage, brands must collaborate with specialist agencies like us for an authentic and impactful approach to properly serve this audience."

High Street retailers need to focus on their strengths when engaging the modest market rather than opting for one-off 'ethnic' collections. Modest shoppers are looking to these brands for workwear, holiday wear, athleisure, casual to evening wear. So, these retailers need to consider mainstream lines tailored and curated to meet the modest criteria.

Mud orange's complete study delves deeper into the cross-demographic analysis of British Muslims' motivations, behaviours, and attitudes across travel and tourism, modest fashion, Islamic finance, food & drink, and health & fitness. Offering invaluable insights for brands, destinations, and marketers aiming to engage this significant audience effectively.