Turkey’s modest fashion giant Modanisa sees 70% increase in UK Ramadan sales

The world’s leading modest fashion e-commerce platform has reported bumper sales during this year’s Ramazan, with purchases up by 70% in Britain compared to the same period last year.

Istanbul-headquartered Modanisa said the easing of coronavirus lockdown restrictions by the British government in April, just ahead of the month-long fast for Muslims, allowing people to meet outdoors, was a key driver in higher UK sales.

Modanisa’s biggest sellers during the holy month, where Muslims focus on devotional matters, were black hijab prayer dresses, headscarves, and a magnetic headscarf pin set, while the Refka natural fabric floral print ruffle detail dress was a big hit ahead of Eid/ Ramazan Bayramı.

The ability to socialise outdoors saw Modanisa’s UK customers make a beeline for on-trend clothing, as they sought to freshen up their wardrobes for the new spring / summer season. Demand for jackets and overcoats, smart casual wear and accessories also increased significantly.

“The surge in sales this Ramadan compared to last, and the fact our British customers are moving away from purchasing items worn mainly at home to clothing and accessories geared for the outdoors are important indicators that, after a very difficult year, we are returning to some form of normality in retail and wider society,” said Emin İmer, Modanisa’s Chief Strategy and Growth Officer.

Refka’s comfy Pocket Detailed Striped Natural Fabric hijab dress among the popular buys during Ramadan 2021, when Muslims focus on devotional matters. Photo © Modanisa


Modanisa, which turned ten in March of this year, ran a major marketing campaign in the UK during Ramadan that included advertisements on London’s iconic buses. The e-tailer is also planning to invest in the UK as part of its global expansion plans.

“A return in consumer confidence is extremely important for our future expansion plans. Post-Brexit, the UK remains one of the modest fashion capitals of the world. Its market size and influence on global trends makes Britain a vital hub for Modanisa,” Mr İmer explained.

“We will be opening an office in London soon, and are also investing in upcoming British modest fashion brands to help them go global,” he added.

Modanisa ran a major ad campaign on London’s iconic buses during Ramazan 2021


Modanisa.com is the world’s largest modest fashion platform, specialising in on-trend clothes that are compliant with Islam. The online retailer stocks in excess of 100,000 products from over 1,000 designers and brands, from everyday smart casual outfits to wedding dresses, activewear and burkinis.

The fashion portal receives 20 million mainly Muslim visitors each month and dispatches orders to customers in over 140 countries.

Established in 2011, the award-winning business was Turkey’s first online clothes platform and has been behind numerous innovations, including the Modest Fashion Week concept that debuted in Istanbul in 2016.