It’s fashion’s fastest blossoming genre and one of MFW’s most eagerly awaited runways. Voxfrock Rookie journalist Reyam Alyasery reports from Modest Runway. Scroll down to meet Reyam and click back for final reports from our 2022 Voxfrock Rookie crew of future fashion journalists and photographers. Words: Reyam Alysery Photographs: Naomi Rahim Photography
It is the third time Modest Runway has made it onto the Melbourne fashion week schedule and it’s my first time reporting it as a fashion journalist. What a wonderful experience.
The modest category of fashion is ever-changing, growing fast, its limits constantly being redefined and this runway, staged in Melbourne’s historic Meat Market building, reinforced its rightful place in the mainstream industry.
The runway showcased extraordinary designs by some of Australia’s best and most diverse designers: Amaal Label, AISHA ELLÉN, By Guzmán, BULLÉ, its by alma, joúmi, MaryMak, Murrii Quu Couture, Nasiba Fashion, Sakena the Label, Sawa+Co, SHABAH, The Social Studio and Yasmin Jay.
Collections ranged from lavish special occasion styles, to streetwear, daytime florals, patterns and plains in bright vibrant colours as well as cultural clothing and even wedding dresses blinged with jewels.
I spoke to a Sydney based designer Yasmin Jay showing her eponymous collection, on the evolution of the modest runway. “It started off quite small and it was mainly created with volunteers (and) no budget,” she says. “It’s been quite a few years since and we’re at a point now where we are considered an official runway in Melbourne Fashion Week, which is absolutely amazing. So, yeah, I think the keynote from that is to actually not give up and to keep going. And with each year, comes more success.”
Designer Aisha Ellen described how she has changed her eponymous label since she launched it more than a year ago. “I was just targeting women with the hijab,” she says, “Now I’m basically targeting both. I have customers that are Muslim and love to wear their modest dress, and they want something to go with their hijab effortlessly, and then I have women that just love to just be covered. It’s growing and I’m happy that I’m targeting more people that are not just Muslim. “
Modest fashion model Hawra Khalil says she has also noticed changes in the wider fashion industry. “I feel like only up until the last few years we have been seeing representation when it comes to the modest fashion.”
Maryam Maghchouch, one of four sisters behind inclusive label MaryMak, says she remembers when the modest category began to change. “Modest fashion has evolved dramatically since I was a child,” she recalls. “We used to have to wear long sleeves on top of short sleeves but now the market has definitely catered to us, and it just gets bigger and better every single year.”
MaryMak 
Maryam’s sisters and co-designers agree. “It’s definitely evolved for the better,” says Zena Maghchouch. “Our label is different to the rest because each of us four sisters have our unique designs and inputs,” adds Sarah Maghchouch. “All our personal styles (are) channelled through these pieces… four different styles and aesthetics.” (The sisters also ensure MaryMak is inclusive by offering a size range from six to 20.)
For modest fashion influencer Kishama Meridian, raising awareness is a key goal behind her social media content. “Where I grew up there wasn’t any modest fashion at all,” she says. “I came from the northern beaches, and I want to share that with the whole world and make it more inclusive and broader.”
Meet the Rookie
Journalist, Reyam Alyasery
Reyam is completing the final year of her Bachelor of Communication, Journalism at RMIT University. Her goal is to become a professional fashion journalist.
