The Modist sends strong message in first campaign

By

Barbara Santamaria

Published
Sep 18, 2018

It has been a little over a year since its launch as a global destination for luxury modest fashion, and now The Modist continues its journey through the complex landscape of women’s fashion with the launch of its first advertising campaign.

The campaign includes several images of women of different ages and ethnic backgrounds wearing high-end designs from the e-tailer’s roster of brands. They pose next to a message from the brand, aimed at “redefining modern modesty”.

“It’s never been a more extraordinary time to be a woman,” it reads. “The fight for equality is far from over but change is happening. We’re expressing our individuality and creativity on our terms. A more modest silhouette is becoming a positive fashion choice for women around the world.

“But let’s clear the air; when we say modest we don’t mean in spirit. It’s what we choose to reveal. This is the à la Modist silhouette. These are our bodies. Our femininity. Our stories. We believe that fashion à la Modist is liberating. Chic. Confident. Inclusive of everyone. To the judgment of no one. This is us. These are our times,” the campaign says.

The message reinforces the e-tailer’s ambition to provide clothing for women searching a demure style. Launched by Ghizlan Guenez in March 2017, it has quickly found a place in the thriving modest fashion market, which is estimated at around $250 billion.

More than 125 labels are sold on the site, including Christopher Kane, Mary Mary Katrantzou, Alberta Ferretti and Marni, as well as its own line, Layeur. Last year, the Middle East accounted for 50% of its revenue, with the US and the UK being its second and third largest markets.

The business recently raised $15 million to fund further growth from investment fund Vaultier7.