KUALA LUMPUR: Modest fashion has been gaining more attention in recent years as it has become a new choice of style with solid community and market, and offers a huge potential for the industry players.

According to The Global Islamic Economy Report 2020/21, global spending on modest fashion was estimated at US$277 billion in 2019, and is estimated to reach US$311 billion by 2024.

However, co-founder of Modest Fashion Weeks (Istanbul-London-Dubai-Jakarta- Amsterdam), Franka Soeria, noted that modest fashion brands can't compete well with established mainstream players that also tap into the industry.

Speaking at the 12th Russia-Islamic World: Kazan Summit on Wednesday, she said modest fashion brands need to create a stronger ecosystem with collaboration as the base, and prepare their brands to be able to compete in terms of quality as well as better distribution and promotion.

"The market is already strong and we need to innovate, but don't loose the identity and authenticity.

"We can collaborate better; there are brands from Europe; also Southeast Asia, which is one of the biggest market of modest fashion, Africa, (and) South Asia. These are the markets of modest fashion and it is a big market," she said via teleconference.

During the session titled "We are open: how to develop the infrastructure of 'modest fashion' in Russia," Franka, who is also the co-founder of Indonesian clothing brand Markamarie, stressed that the industry players should also focus on the function of their products rather than just design.

"For example, sporty hijab, abaya which is not hot by using cool material -- those kind of things that we need to explore more than just the design," she added.

Meanwhile, co-founder of the MODEST RUSSIA platform, Dilyara Sadrieva, said modest fashion used to be associated with Muslim clothing, but is now also considered as fashion for everyone who prefers modest clothing or values modesty in their lives.

"Modest fashion is not about wearing headscarf or hijab' of course it's a part of it, but mostly its about the consumer who prefers wearing such clothes. Its about certain kind of values (and) traditions," she said.

Sadrieva pointed out that modest fashion brands are thriving and showing a sustainable development in Russia, which is home to 20 million Muslims.

Co-founder and Managing Director of international communication agency WANDI Group, Narmin Ichaeva, said Kazan and Tartarstan "has great perspective to be the centre of the united modest fashion brands that will develop modest fashion in Russia."

However, she noted that basic understanding of business processes will help increase the skill in the industry.

"We have a long way to go. Many people do not understand how to go forward and we tried to educate our brand partners; some of them worked with us in our local projects and industry," she said.

The 12th Kazan Summit 2021 kicked off on Wednesday in Kazan, the capital of Russia's republic of Tatarstan. It is conducted in two formats -- face-to-face and online.

With the aim of enhancing trade and economic, scientific-technical, social, and cultural ties between Russia and the Organisation of Islamic Cooperation (OIC) member countries, Kazan Summit has seen more than 4,000 visitors.

Apart from discussions on finance, halal industry, youth diplomacy and medicine, Modest Fashion Day also took the centre stage at the summit with 10 shows of up-and-coming modest fashion designers including Measure, SAHARA, ZUHAT and Su.Su.

-- BERNAMA