One of the reason I started The Curious Portafoglio was to talk about digital fashion. With the nature of my job, I find myself always browsing sites – not for shopping reasons though. Besides the user friendly aspect of a site, I want to know WHY we enjoy being on a space that doesn’t exist physically. And ultimately WHAT makes us shop there. So from new sites to digital content, expect to hear a lot more about digital fashion on the blog!
Let’s start today with The Modist. I discovered the site through photographer, blogger and influencer Tamu McPherson. At first, I didn’t think anything special about it. With Farfetch, Net-A-Porter or MatchesFashion.com, the market already has its big players. So what makes The Modist different?
The Modist founded by Dubai resident Ghizlan Guenez launched on March 8 of this year. If this day doesn’t ring a bell with you, let me ring it for you. March 8 is International Women’s Day. Case or not, launching her brand on such a day was a strong message. The Modist is a fashion luxury shopping platform for every woman in the world. But it differs from its competitors because of its philosophy. Ghizlan Guenez built her brand on the concept of modesty. A precept considered really important in the Quran.
In an interview with Savoir Flair, Ghizlan Guenez tells more than its religious side, she considers modesty as a way of life, a lifestyle. And here is the reason why The Modist can’t be compared to giants like Net-A-Porter or Farfetch. I find really interesting how she used a particular cultural aspect of Islam/The Middle East to turn it into a global philosophy. Her brand is inclusive AND niche at the same time which is pretty incredible to do! To prove my point I let you with the below video showing in motion what I’ve just said.