At the same time, Muslim fashion designers and influencers in the UK and Jewish and Christians in the US are filling gaps that they have spotted in the market, using social media to gain influence and set up online stores.
Factor in brands attempting to appear more “woke” to appeal to millennial consumers in an uncomfortable political climate - just think of the inclusion of a hijabi photographer in that widely panned Pepsi ad - and it's no wonder that modesty is now mainstream.
"In terms of being constricted as a consumer segment you need to be careful of what you wish for.
It's potentially great if you are fashion conscious Muslim.
The collision of modest fashion designers attempting to appeal to a wider audience while mainstream brands are trying to appear more inclusive has somewhat put to bed this question, argues Alim.
“Ironically this is no longer an argument any more as all the mainstream designers are championing modest fashion as the ‘go to’ look. However in the earlier days you always wanted to be careful when talking about modest fashion so as to be sure that you weren’t implying that any other fashion was immodest," she says.
There are still plenty of revealing clothes in stores, and Alim stresses that Aab isn't trying to replace those outfits.
This has collided with the natural fashion cycle which has ushered in long, flowing and lose-fitting clothing as an antithesis to the boundary-pushing, revealing outfits that were in vogue a decade ago (remember underwear as outerwear, Lady Gaga’s shock tactics and Rihanna’s , has been studying modest looks since the mid-2000s.
In the past two seasons in particular she has noticed modest fashions hitting the highstreet.
It’s fair to say it started out as a cottage industry with designers making dresses with a modest silhouette but with personality.
Today there is lot’s of choice from independent designers right through to the high street.