Festive fashion for Muslim women: Celebrating in style and modesty

While not traditionally celebrating Christmas with all the trimmings, many in the British Muslim community still embrace the season for its joyous atmosphere and winter entertainment. It’s a time that brings them a period of get-togethers, celebrating the year’s end, and indulging in the sales period.

For British Muslim women, fashion plays an important role during the festivities as families and friends get together on days off work during Christmas and New Year’s, and workplaces host Christmas parties. These end-of-year celebrations are a huge commercial moment, with fashion retailers across all price points releasing their latest partywear.

But modest shoppers also need the right look during this moment that is elegant and fashionable. In our latest insights report, we found that 84% of British Muslim women actively seek modest clothing from high street trailers – everything from workwear to eveningwear and partywear.

These women are not looking for just anything; they desire the latest trends, tailored to meet their modest needs and the occasion. Retailers are called to step in to curate trendy and modest party looks that respect modesty needs, allowing Muslim women to wholeheartedly partake in these occasions comfortably and stylishly.

Cultural connection at Christmas

For nearly 4 million British Muslims, brands engaging with them during the Christmas season need to have a thoughtful and strategic approach that culturally connects. It's vital to carefully avoid offending by suggesting that Muslims are partaking in Christmas per se. Instead, the focus should be on the universal aspects of festivity, the winter moments, family memories and the shared experiences. By doing so, brands can position themselves as supporters who understand and respect the nuances of different cultural experiences and interpretations of the festive season, demonstrating inclusivity and representation.

Three out of four British Muslim women already look to autumn and winter fashion lines to stock up on wardrobe staples for the year, especially during the sales frenzy starting on Black Friday. Why? Because fashion collections in this season naturally offer better coverage that aligns with modesty needs.​​ So brands need to consider how they can directly engage and communicate with British Muslims to showcase and inspire looks. The festive period presents a golden opportunity for brands to curate their winter lines and engage this audience while amplifying their fashion credentials, by showcasing and inspiring complete looks.

There’s a huge business upside to this. British Muslim women spend £113 (about $143) a month on fashion, bringing the value of the modest fashion industry in the UK to an impressive £2.7bn ($3.4bn). This figure underscores the significant spending power of this group and highlights the potential returns for brands that successfully cater to their fashion needs. Brands that strategically position their fashion lines to appeal to modest fashion requirements can not only enhance their brand image as inclusive and culturally engaged, but also capitalize on this economic potential.

As the festive season progressively rolls out, it's a time for all to celebrate, each in their unique way. For British Muslims, it’s about embracing the festive occasion that resonates with their cultural and religious sensibilities. Brands have a golden opportunity to cater to this segment, offering fashion options that are inclusive and trendy. By doing so, they not only tap into a growing market but also promote a message of inclusivity and cultural sensitivity, which is essential in today’s diverse society.