Compiling the findings across 7 markets we presented our results to ASOS in the London HQ in a full day workshop in 2018. In April 2019 ASOS launched its own ‘modest’ collection just in time for Ramadan and Eid. The brand also collaborated with American brand Verona Collection, which features items such as long sleeved maxi dresses, loose-fitting tops, oversized shirts and hijabs.
A statement released by ASOS said, “We want fashion to be for everyone, no matter how you choose to dress. Our modest fashion edit is designed to be fashion-first and suitable for customers who choose modest dressing, with items for all occasions to give you the confidence to be whoever you want to be.”