The UK's first ever "modest" fashion event is taking place in London with hundreds of potential customers queuing to watch a catwalk show where some of the latest designs have been on display.
According to the organisers modest fashion is one of the fastest growing consumer markets.
The clothes comply with Muslim values but the designers say they get interest from women of all faiths and cultures who simply want to cover up a bit more.
Forty designers have displayed their garments at the event.
Among them, London-based Bushra Shaikh who has grown her brand iiLa over six years and exports her clothes around the world.
She's currently in talks with big name high street department stores as she believes there's a big mainstream market for her designs.
"We are literally trying to put this type of trend on the map," she told Sky News. [Sky News] Read more