Across the world, fashion often swings between extremes of exposure and extravagance, and Malaysia has long been a natural place for modest fashion. It has emerged strongly, promoting style without sacrificing coverage. With its rich culture and growing fashion innovators, Malaysia has quietly become a global influencer in modest fashion.
Timeless Traditions, Today’s Trends
Today, traditional outfits like the baju kurung, tudung, and kebaya are being reimagined with modern shapes and minimalist designs, adorning the celebrations of the country for centuries.
As popularity increased, local brands such as Naelofar and Mimpikita have not only gained a devoted following at home but are also attracting international interest through the presentation of their collections in cities like London and Dubai.
A Global Market Wrapped in Modesty
According to a report by Thomson Reuters and DinarStandard, the outcome of this change is more than just cultural pride. Experts predict that the global market for modest fashion will surpass $400 billion by 2025. Malaysia plays a central role in this, ranking among the top five exporters of Muslim fashion in the GIE Report 2024. Malaysia also exports ready-to-wear hijabs and halal cosmetics across Southeast Asia and the Middle East, thereby outperforming countries such as Turkey and Pakistan in market value per capita.
The First Hijab to Space?Â
In 2023, a team of Malaysian engineers and textile designers created a flame-retardant hijab for space travel, which was the first hijab designed for astronauts. This paved the way for inclusive designs in specialized fields, causing the innovation to catch the attention of NASA and the UAE Space Agency.
The New Modest: Gen Z’s Style Revolution
What truly sets apart the Malaysian modest fashion scene is its direct appeal to Gen Z.
This is Gen Z wishing to remain ‘real’ while embracing fashion as a form of empowerment rather than a limitation.
Malaysian influencers like Alya Iman and Iman Troye frequently go viral on TikTok as well as Instagram, representing brands that showcase both streetwear and traditional designs. Gen Z regards social media-influenced, modest dressing as a conscious lifestyle option.
Additionally, Malaysian youth portals such as SAYS and JUICE also carried out polls that reflect an increasing popularity of modest fashion among Gen Z, even among non-Muslim youths, who are attracted to the simplicity of the designs.
ZALORAYA Sets the Raya Style Standard
ZALORAYA, the annual Raya fashion showcase by e-commerce giant ZALORA, continues to redefine modestwear—not just in Malaysia, but globally.
Highlights from the 2025 Showcase:
–Â Â Â Â Â Â Â Â Â Over 3 million live views online, showing massive international interest.
–Â Â Â Â Â Â Â Â Â Featured lead models across backgrounds, body types, and personal styles.
–Â Â Â Â Â Â Â Â Â Introduced bold new combinations, including:
- Lace kebayas with oversized blazers.
- Flowing baju kurung redesigned as elegant evening gowns.
Due to the high rate of displays, modest fashion is seen mostly in street-style looks, proving that covered clothing can be just as edgy and stylish.
The ZALORAYA blending of old and new firmly establishes that modest fashion is as much about innovation as it is about heritage. They are no longer simply the wardrobes but the clothing carrying the cultural conversations, which are now played on a global stage.
Modest Wear Is Shaping Tomorrow’s Trends
The style that had been considered only regional or niche is today the one that is influencing global fashion trends. Fashion leaders in the West are taking note: Dolce & Gabbana, Uniqlo, and H&M have all launched modest collections influenced by Southeast Asian styles.
Malaysia, with its unique cultural blend and innovative fashion scene, demonstrates that modesty is not a lack of style—it represents its evolution.
