Modest Fashion Meets Danish Design: How Department Stores Are Bringing Global Brands to Muslim Wardrobes

When global brands feel out of reach: how department stores can make modest wardrobes effortless

Finding stylish, faith-friendly pieces from international labels shouldn’t mean endless searching, confusing sizes or awkward alterations. Yet many Muslim shoppers face precisely that: beautiful global fashion that isn’t cut, styled or merchandised with modest dressing in mind. That gap is a real pain point—especially around seasonally important moments like Ramadan and Eid, when demand for thoughtfully curated, high-quality modest looks spikes.

Fenwick and Selected’s omnichannel activation — a timely example

Fenwick and Danish brand Selected recently deepened their partnership with an omnichannel activation, showing how department stores can translate an international label’s identity into a local, accessible offer for shoppers. As Retail Gazette reported in late 2025, Fenwick strengthened its tie-up with Selected to create a more integrated experience across online and physical touchpoints.

“Fenwick has strengthened its partnership with Danish fashion brand Selected.”

That short announcement is a springboard. It signals that established department stores are experimenting with ways to localize the simplicity and tailoring of Scandinavian design while amplifying reach through digital tools. For Muslim consumers, this model presents a blueprint: international brands can retain design DNA while being adapted for modest wardrobes through smart curation, layering options, and omnichannel services.

Why department stores are uniquely positioned to own the modest-fashion opportunity

Department stores sit at the intersection of assortment, service and space—three advantages that make them ideal partners for modest-fashion shoppers and global brands alike.

• Assortment depth: Department stores can curate across brands and price points to build end-to-end modest looks—head-to-toe solutions instead of single items.
• Physical space: In-store fitting, private suites, and curated pop-ups allow respectful, comfortable experiences for Muslim shoppers.
• Operational scale: Returns, cross-border logistics and localized merchandising are already in a department store’s DNA; these capabilities reduce friction for international labels entering modest categories.
• Trust & discovery: A familiar retail brand can validate lesser-known international lines for shoppers who prioritize authenticity and quality.

The natural fit between Danish design and modest wardrobes

Danish and wider Scandinavian aesthetics—clean lines, thoughtful tailoring, neutral palettes—are intrinsically compatible with modest dressing. Instead of forcing a mismatch, stores can highlight this synergy: longer hemlines in coats, sophisticated layering-friendly tops, and trousers with elegant tailoring translate seamlessly into modest looks.

When a department store like Fenwick works with Selected, the goal isn’t to change the brand’s DNA but to identify pieces that work as building blocks: a longline coat that layers over a dress, a high-neck knit that pairs with a tailored skirt, or a minimal tunic that becomes a capsule staple. The retail job is to show those connections clearly.

Actionable playbook: How department stores can adapt global brands for modest shoppers

Below are practical steps—tested techniques you can deploy immediately to curate seasonal modest looks from international brands.

1. Curated capsule edits (seasonal and holiday-focused)

Create small, highly shoppable capsules—6 to 12 pieces—from each brand that work cohesively for modest wardrobes. For Ramadan and Eid, produce pre-edited looks that include outerwear, dresses, trousers and accessories. Capsules reduce decision fatigue and increase conversion.

• Label capsules clearly: “Ramadan Ready”, “Eid Evening Edit”, “Winter Modest Layering”.
• Provide complete outfits on product pages with cross-sell bundles and size recommendations for layering.

2. Styling + lookbooks tailored to modest dressing

Produce seasonal lookbooks that demonstrate layering strategies, proportion balancing and hijab-friendly styling using pieces from the brand. Use short how-to videos and step-by-step images—these convert more effectively than single product shots.

3. Size inclusivity and fit guidance

International sizing is often the biggest barrier. Department stores should work with brands to:

• Offer extended length options (tunic, longline) or size-inclusive ranges.
• Publish detailed fit notes emphasizing ease for layering (e.g., relaxed shoulder, extra sleeve length).
• Provide a “fit for modest wear” tag with model measurements and suggested layering combinations.

4. Private fittings and reserved in-store moments

Set up private fitting suites or dedicated modest-fashion hours where shoppers can try layered outfits in privacy, request alterations, and consult with trained stylists. These services build loyalty and reduce returns caused by uncertain fit.

5. Localized product adaptations via brand collaboration

Instead of full-scale product redesigns, aim for minor, high-impact adjustments: extend hems, raise necklines, or offer detachable panels. These are cost-effective for brands and meaningful for shoppers.

6. Transparent, faith-sensitive product descriptors

Include short, clear tags like “modest-ready”, “layer-friendly”, or “tunic length” on product pages. Transparency reduces uncertainty and guides the shopper’s journey.

Omnichannel tactics that work for modest fashion (learned from 2025–2026 activations)

Omnichannel is more than having both online and store channels—it’s about a seamless experience across them. Fenwick’s recent activation with Selected highlighted this integrated approach. Here are concrete omnichannel tactics that department stores can replicate.

Click-and-collect with private appointment add-ons

Allow shoppers to reserve outfits online and schedule private try-on slots. This combines the convenience of digital browsing with the comfort of in-person fittings.

Phygital storytelling and AR try-on

Implement augmented reality (AR) tools that let shoppers visualize layering and modest variations (longer hemline, buttoned-up neckline). In 2025 and early 2026, adoption of AR features rose among leading retailers—use it to demonstrate how a global brand fits a modest aesthetic.

Shoppable social commerce with community creators

Partner with Muslim fashion creators for shoppable livestreams and shoppable posts. Creators can show real-world wearability, easing the leap from discovery to purchase.

Unified returns and alteration workflows

Offer easy returns and on-site alteration credits to make trying new brands less risky. A customer-friendly returns policy increases willingness to experiment with fit and style.

Seasonal curation: Practical steps for Ramadan, Eid and beyond

Seasonality is crucial for modest wardrobes. Ramadan and Eid are buying peaks—department stores can convert interest into long-term engagement with the right seasonal play.

• Early drops and pre-orders: Release capsule collections 6–8 weeks before Ramadan to capture intent-driven purchases and allow for tailoring or shipping delays.
• Event-driven pop-ups: Host Eid styling events, gift-wrapping stations, and small designer talks that center community and storytelling.
• Gift-ready bundles: Curate ready-to-give bundles (e.g., dress + scarf + clutch) that are gift-wrapped and sized with a flexible exchange policy.
• Resale and rental partnerships: Offer rental options for special occasion wear—this meets sustainability expectations and price sensitivity.

Operational and ethical considerations

Delivering a great modest wardrobe experience means aligning across supply chain, merchandising and corporate policy.

• Supply chain agility: Fast local reorders for core modest pieces reduce stockouts during peaks.
• Ethical sourcing: Modest shoppers increasingly value sustainable and ethically made garments. Highlight certifications and origin stories.
• Training staff: Cultural sensitivity training and practical styling education ensure in-store teams can make authentic recommendations.

Marketing, community and trust-building

Trust is earned through visibility, representation and reliable service. Department stores should:

• Feature Muslim models and creators in campaigns, ensuring a range of aesthetic expressions and body types.
• Host community-led panels and styling workshops to co-create with shoppers.
• Use data to personalize recommendations—seasonal purchase history, preferred lengths, and fabric preferences can inform targeted emails and landing pages.

Future predictions: What 2026 and beyond will demand

Several trends observed through late 2025 and into 2026 will shape how department stores approach modest fashion:

• Modular wardrobes: Shoppers will prefer fewer, more versatile pieces that can be layered and re-styled across occasions.
• Phygital service sophistication: AR fitting, AI-powered personal shoppers, and richer shoppable video will be standard expectations.
• Localized collaborations: Global brands will increasingly create limited regional variants (longer hemlines, collar modifications) rather than full lines—department stores will broker these partnerships.
• Ethical transparency: Traceability and circular solutions will become purchasing drivers for faith-conscious consumers.

Practical checklist for department stores (start today)

1. Audit existing international brand assortments for modular, layer-friendly pieces.
2. Build seasonal capsules and publish styled lookbooks with hijab-friendly visuals.
3. Negotiate minor product adaptations with brands (longer hems, higher necklines).
4. Set up private fitting slots and train staff on modest styling and cultural sensitivity.
5. Implement AR/virtual try-on for layering visualization.
6. Offer pre-orders and flexible returns during Ramadan/Eid windows.
7. Partner with local Muslim creators for shoppable livestreams and in-store events.
8. Track performance and collect shopper feedback to iterate quickly.

Real-world example: What success looks like

When a department store runs an omnichannel activation similar to the Fenwick–Selected model, measurable outcomes typically include higher average order value (thanks to curated bundles), lower return rates (due to better fit guidance), and stronger repeat purchase rates during season peaks. The key is the combination: curated product selection, in-store service and frictionless digital experiences.

Key takeaways

• Department stores can bridge the gap between international brand aesthetics and the needs of Muslim wardrobes by curating, adapting and communicating clearly.
• Omnichannel activations—like Fenwick’s strengthened tie-up with Selected—show how integration across touchpoints unlocks accessibility without diluting design identity.
• Seasonal curation and private-fit services turn one-time shoppers into long-term customers by removing friction and building trust.
• Sustainability, tech and community partnerships will distinguish winners in 2026 and beyond.

Final thoughts and call-to-action

Modest fashion is not a niche—it's a mainstream demand that rewards thoughtful curation. Department stores that treat modest dressing as an intentional service, not an afterthought, will unlock new customer loyalty and higher lifetime value. Fenwick and Selected’s omnichannel approach is an early signal: the retail future is about translating global design into local relevance.

If you’re a retailer or brand ready to pilot a modest capsule, or a shopper seeking thoughtfully curated seasonal looks, we’re here to help. Explore curated modest collections, request a trade collaboration, or sign up for our Ramadan & Eid styling newsletter at inshaallah.shop—let’s make global design work for every wardrobe.

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