The 23-year-old now blogs full time, sharing ideas for how to look trendy yet covered-up with a million Instagram followers. Zai had tapped into a fast-growing market for so-called "modest fashion," fuelled by young, style-savvy Muslim women from London to Malaysia who have long felt their needs ignored by mainstream designers. Big brands have been waking up to that call, and covered-up chic is a niche that's slowly making its way into mainstream fashion. "Mainstream fashion is now talking about modest fashion as a thing. While the majority of those interested in covered-up fashion are young, cosmopolitan Muslim women, "the term 'modesty' emerged in the niche market as a useful one because it's not faith-specific," Lewis added.

Source: The China Post May 31, 2017 09:11 UTC