Modest fashion brand Verona Collection debuts on one of the largest online retailers in the UK
Pioneers within the fashion industry, Verona Collection caters for a market that has previously been overlooked within mainstream society. The brand’s on-trend, affordable and modest fashion pieces for women will land on-site for UK consumers this Spring.
Despite a worth of over $240billion¹, Modest Fashion is a term not commonly recognised within the UK fashion industry. It refers to clothing that is deemed on-trend yet relatively covered and can include; hijabs and abayas as well as tops, trousers, cardigans and dresses that feature a modest cut.
Initially launched in 2015 in America, Verona Collection quickly became listed by department store Macy’s – a move that enabled the business to scale up and extend its offerings to the millions of Muslim women living within the UK. By launching onto retail giant ASOS, one of the largest online retailers in the UK, the brand aims to offer modest fashion pieces while delivering a strong message to the industry.
Founded by fashion photographer Lisa Vogl and fashion designer Alaa Ammuss, who struggled to find modest fashion at an affordable price, Verona Collection began with a small investment of just $7000. A few months after launch, the founders partnered with British entrepreneur and philanthropist Hassan Mawji to grow the collection and leverage his networks to scale the business. Hassan leveraged the ASOS listing as part of an ambitious business plan.
Hassan’s ambitions paid off and the collection launches in April 2019. Speaking on the launch, Verona Collection’s Director Hassan Mawji says ‘our partnership with ASOS marks a big milestone for Verona and the modest fashion industry – we’ve carefully curated this collection with ASOS and we’re excited for the opportunities this opens up’. The collection will include a variety of Hijabs, modest tops, dresses and trousers.
ASOS’ decision to stock Verona Collection is a timely one, with the attitudes towards modest fashion set to change, not least by the launch itself but also by recent events. In 2017, London held its first ever Modest Fashion Week and Nike has introduced its Pro Hijab line. Designers such as Tommy Hilfiger, DKNY and Dolce & Gabbana have also embraced modest fashion with the latter producing a collection of hijabs and abayas. According to recent predictions⁴, Muslim consumer clothing spend is expected to reach $368 billion by 2021, which could be a 51% increase since 2015.
The aim of Verona Collection and itsUK launch it to help drive this change forward and to help balance the scales by positively disrupting the fashion industry.
Verona Collection is now available at www.asos.com. Prices start from£10-£60.