In the world of luxury and high-street fashion, more western brands than ever are seeking to capitalize on a previously underserved market by learning about the needs and desires of muslim consumers, as reports suggest that global revenues from modest fashion bought by muslim women alone hit $44 billion in 2015.

The report revealed that muslim consumers spent $243 billion on clothing and footwear in 2015, accounting for 11 per cent of the global market. This figure is expected to reach $368 billion by 2021.The report also says that the U.A.E. to be leading the world in modest fashion, ranking the country as having the number one most developed ecosystem.

According to Alia Khan, Founder of the Islamic Fashion and Design western brands are certainly studying it better, learning about it, understanding it and doing their best to cater to it. Luxury brand DKNY (Donna Karan New York) introduced its first Ramadan collection exclusively for the Middle East In 2014, and in 2016 D&G once again used the holy month to showcase its luxury selection of Hijabs and Abayas. There is a strong Muslim consumer influence and it’s leading to better options for the Islamic audience, says Khan. And this is not just something that consumers buy for Ramadan, this is a full-time and lifetime commitment.

Islamic fashion has been rebranded as modest fashion is a recognition that its appeal transcends women of faith. In some circles, it is seen as revolutionary. Feminists think it will dismantle the patriarchy. Muslims think it will banish Islamophobia and doomsayers think it will be the end of western secularism. Certainly, modest fashion is a coming revolution – but one that will leave crucial parts of society intact.