In all modesty: Zainab Slemang van Rijmenant on the rise in modest fashion

By Maroefah Smith

24 Jan 2017

24 Jan 2017

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In the past few years, the world's runways, beauty pageants and even the digital space have seen more and more women opting to go modest in their choice of clothing. It's been called a movement and been embraced by women for religious reasons and personal choice.

Zainab Slemang van Rijmenant

In 2016, modest wear gained so much traction that high-end fashion brands like Dolce & Gabbana launched modest fashion lines. We spoke to blogger, content creator, style curator and editor, Zainab Slemang van Rijmenant about her take on modest fashion and more.

Modestly speaking about fashion

What is your definition of modest fashion?

There’s a misconception that modest fashion is oppressive but this couldn’t be further from the truth. Modest fashion and choosing to cover your body, head, etc. is empowering. It provides you with the opportunity to be creative in your fashion choices without having your body sexualised because your clothing is too tight, too low-cut or too short. I also think that the term ‘modest fashion’ is quite broad as it can be interpreted differently across religions and cultures, and even within them.

Why do you think there has been a rise in modest fashion?

Modest fashion isn’t a trend. There’s been a growing demand for clothing that covers while still being fashionable. And it may not just be for religious reasons. Many girls and women (whether they are Muslim, Orthodox Jews, devout Catholics etc.) want to dress in a way that isn’t revealing and why should they opt for less fashionable clothing just because they are covering up?

Hijabi fashion and bloggers, and social media are massive forces behind the growth of modest fashion. There are so many modest styles or looks – from office-appropriate and elegant evening wear to skater chic and everything in between, there are a variety of voices adding to the conversation. A young Muslim girl looking to dress modestly can now easily turn to Instagram, Snapchat or Google to find everyday looks that are modest yet still stylish.

Dolce & Gabbana abaya collection

High-end modesty and the online modest fashion space

How do you feel about high-end designer brands like Dolce & Gabbana entering the modest fashion landscape?

When I first saw the D&G Ramadan and Eid collections, I was extremely happy that a designer brand was recognising the need for modest clothing at that level. I definitely think it’s a step in the right direction but I feel that it’s not groundbreaking – in terms of fashion design – in any way. Designers shouldn’t simply look to emulate modest styles that are already widely available. They should incorporate the trends they are using in their other collections. I often see amazing trends that aren’t necessarily modest and have them made for myself in a way that I can wear them appropriately or incorporate them into my looks in a more modest way (it also helps that my mom is a dress designer).

How do you think Instagrammers and digital influencers like HipsterHijabi and TheFrockNYC have contributed to the increase in popularity of modest fashion?

They’ve definitely given a voice and a face to a movement. Modest-wear and hijabi bloggers are driving an interest towards this type of product and how it can work for an individual’s personal style, and big-name designers and companies are taking note. They see these bloggers’ followings and the need for clothing of this nature, and are starting to listen to their consumers, even collaborating with the influencers on lines.

Modest fashion in SA

What’s the state of modest fashion in South Africa?

I think modest fashion in SA has been around for a long time, especially when you consider the freedoms our constitution allows, and the diversity of people we have here. In the Mother City alone, the Cape Malay-Muslim community is huge and many of the girls and women in this community already dress modestly. In terms of mainstream exposure, the industry in South Africa is still quite niche but definitely growing. Organisations such as the Islamic Fashion & Design Council (IFDC), which has a South African chapter, modest bloggers like Veiled Beauty and Modest Fashion Blogger, and designers like Mod-ish and M Couture, are driving more interest towards it though.

How much more exposure does modest fashion need in SA?

A lot more. Modest fashion bloggers have not been prominently featured in our news media and I think that should change. In the UK, modest fashion blogger/vlogger Dina Torkia has appeared in a campaign for YouTube and even designed her own range of scarves for Liberty – I’d love to see that happening with modest fashion and beauty bloggers in South Africa.

We often fail to plan, but we're mostly in sync. Today was a good day��#frockshirtdress The amount of times Chaya (F)rocks up to work wearing the same or similar outfit to me, makes me laugh on the inside. As much as we're different (and she's proud of that) we're really so alike.... and she can NEVER escape me. That explains the biting of her lower lip���� #bahahah #simiandchaya #sisters

A photo posted by Chaya & Simi (@thefrocknyc) on Dec 12, 2016 at 12:17pm PST

Must have modest-wear

What are some of your tips and tricks for dressing more modestly?

• Play with proportions. Try layering multiple items of clothing such as a silk slip dress with straps over a T-shirt or long-sleeved top, or pair a long dress with no sleeves with an oversized army jacket or shirt. 
• Heels! Adding height to a layered look or when you’re wearing oversized items elongates your figure – and makes your look smarter.
• Invest in basics – like long-sleeved tops, kaftans, scarves and cardigans. This is a fashion rule whether you dress modestly or not. However, I think for modest wear, it’s especially important to always have items you can layer over clothing that’s more revealing.
• Find your signature style so you always have a go-to outfit. I can’t stress this enough – when you’re running late or simply don’t have the time to put together a whole look, this will be your saviour.

I personally only wear black, white, grey and nude tones, and buy clothing in the same styles that I can mix and match easily. This helps me always look put-together without compromising on my modesty.