The concept of modest fashion has evolved significantly since its emergence in 2010, gaining mainstream attention by 2015. It is characterized by stylish clothing that is not revealing, primarily catering to women, especially Muslim women. The industry has seen substantial growth, with Muslim shoppers spending billions and the rise of modest fashion weeks and influencers. However, the term 'modest fashion' faces criticism for being a marketing tool and for its implications regarding women's autonomy. The movement has sparked debates about the meaning of modesty and its compatibility with feminism, particularly in light of recent events in Iran.