Labels to Watch: 5 modest fashion brands from IMFW24 that redefine global fashion


The Modest Fashion Weeks by Think Fashion Co event series took place for the ninth time this year and has made a name for itself in almost a decade. The event, which can take place twice a year, began in 2016 in Fişekhane Gallery in Istanbul and was held in London (2017), Jakarta (2018), Dubai (2017, 2019, 2021), Amsterdam (2019) and Riyadh (2022) in subsequent years.

It is an important opportunity for retailers to discover the versatility of modest fashion. After all, the market is far from exhausted: it is estimated to grow from 254 billion US dollars today to 473 billion US dollars in just a few years.


This year, the fashion shows of the modest fashion brands for spring/summer 2024 took place from 25 to 27 April in the historic venue Fişekhane in Istanbul, bringing the pioneering city full circle. Under the motto "A Unique Fashion Call for Solidarity", 24 fashion shows were organised by labels from countries such as Bangladesh, India, Indonesia, Iran, Canada, Nigeria, Pakistan, Palestine, Serbia, South Africa, the USA, the United Arab Emirates and, of course, Turkey.

In addition, there were 29 brand booths, 11 talk shows, various experience points and a mini art gallery at Istanbul Modest Fashion Week 2024 (IMFW 24). FashionUnited followed the fashion shows online and presents five inspiring fashion labels - in alphabetical order - from IMFW 24.

Ahsannazir

Pakistani designer Ahsan Nazir caught the audience's attention with a soft and feminine collection by his eponymous label, which included various shades of pink, lace and embroidery as well as long, loose satin dresses. “The collection is a must for anyone who needs a feminine touch in their wardrobe,” he stated.

During the fashion show on Thursday 25 April, Nazir presented his latest collection "Whispers of Lahore", inspired by the architectural beauty of Lahore. Elegance and modernity came together in the form of silk and delicate embroidery, appealing to those with a touch of romance.

“For me, the power and strength lies in romance and femininity. I make clothes for women who feel comfortable, strong and independent. I started in Lahore and San Francisco, and the romance and details are the inspiration I bring from these cities. But always with the elegance and lightness that characterises me. It has to feel effortless,” commented the designer before the fashion show. 


Citizens of the Word

US brand Citizens of the World presented its spring/summer collection 2024 full of bright colours and playful designs on Friday, 26th April.

The seven-piece collection consisted of a Hanley dress, a ruffled dress, a kimono, a two-piece pant set, beach towels and sarongs as well as a one-piece swimming costume with matching turban, alluding to the brand’s beginnings as a swimwear brand and signalling the arrival of warmer months. All pieces are available in three colours and in sizes XS to XXL.

Founding Citizens of the World was fuelled by a desire to redefine contemporary fashion. In the midst of dynamic trend shifts from fast fashion to high fashion to street styles, founder Sarah Shihadeh realised that her clothing needs were not being adequately met. “In my opinion, fashion is very focused on artistic designs and structures of garments and has lost the basic essence,” she says.

Hukka Design

Turkish label Hukka Design presented its colourful ready-to-wear collection on Friday, 26th April. It was full of bright red, orange and blue colours and botanical patterns.

As a contrast to the colourful creations, social media content creator Niki Shah walked the catwalk in an all-black look as the brand's muse, standing out from the other models.

MRGD

Egyptian label MRGD's collection (pronounced “Merged”) was probably one of the most versatile of those seen at Istanbul Modest Fashion Week. In an exclusive fashion show on Friday, 26th April, the label showcased different silhouettes and styles, including long, loose everyday dresses, figure-hugging satin evening gowns and a few daring silhouettes.

While a monochrome colour palette dominated the collection, one could also find some dresses with floral prints. MRGD's focus is on unique craftsmanship and high-quality materials to create timeless designs that last.

Niharika Momtaz

Designerin Niharika Momtaz from Bangladesh wowed the audience at her fashion show on Friday, 26th April with a couture collection that featured a variety of colours such as electric blue and emerald green as well as neutrals, pastels and white in feminine silhouettes with faux furs and glitter.

The label created the new eco-conscious, sustainable, luxurious and vegan E-Studio line “1972 Conscious” to bring products that reflect traditional art forms to conscious consumers. “We wanted to show how centuries-old art can be translated into a bold contemporary design that fits perfectly with modern fashion,” said Momtaz about the sustainable luxury line.

The label has set itself the goal that all products should be made from recycled or other sustainably sourced materials by 2035; 45 percent of the materials used are already sustainable. “We use yarns made from cotton, linen and sustainable silk as well as waste from clothing factories for zero-waste weaving. We also use recyclable materials such as old coins, brass, copper, silver, gold and conflict-free diamonds to make jewellery,” explained the label.