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New luxury modest fashion etailer The Modist launches

A new etailer has launched today which aims to be the first “global online destination for luxury modest fashion”, driven by a team that includes the former global sales and marketing director at Net-a-Porter.

The Modist ships to more than 100 countries and has debuted with 75 leading ready-to-wear and accessories labels, including Marni, Alberta Ferretti, Christopher Kane and Mary Katrantzou.

It has an accompanying magazine called The Mod, which provides shoppable content and seasonal features, as well as styling guides, profiles and interviews.

The worldwide Muslim spend on clothing will more than double to $484bn (£367bn) by 2019, up from $230bn (£174.4bn) in 2015, a Reuters and Dinar Standard report predicts. The Muslim Council of Britain estimates that British Muslim spending power currently sits at £20.5bn.

Anusha Couttigane, senior analyst at Kantar Retail, said The Modists’ approach to the luxury market is particularly effective as it has created a niche offer that remains accessible.

“The range is broad and accessible, offering the best and most relevant lines from established designers which works really well,” she said. “They are also targeting a lifestyle rather than just one style.”

With offices in London and Dubai, the launch team comprises Ghizlan Guenez as chief executive and founder, who boasts a background in private equity, and chief operating officer Lisa Bridgett, who spent three years from 2012 to 2015 as director of global sales and marketing at Net-a-Porter.

The team also includes Sasha Sarokin as buying and fashion director, Sally Matthews as creative director and Dima Ayad as PR and marketing director.

Sarokin spent the last seven years at Net-A-Porter as global buying manager for designer ready-to-wear and non-apparel, while Matthews was most recently fashion and beauty director of Harper’s Bazaar Arabia, which she launched in the region.

Ayad has a background in PR and marketing at Atlantis The Palm Dubai and Jumeirah Hotels and Resorts, and is also the designer for her eponymous brand, Dima Ayad, which she established in 2011. She was named Best Regional Designer in 2014 by Grazia Middle East.



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