In the current zeitgeist, the term 'modest fashion' comes with a connotation of being from a decade that has since passed, but that's no longer the case.

Championing less revealing clothing, modest fashion saw "layering, loose silhouettes, higher necklines, long sleeves, and outfits that don't accentuate the shape of the body" reign supreme. Now, the concept has been adopted by many, both religious and otherwise.

Rather than those fashion trends be swiftly labelled under an umbrella term like 'androgynous', the true meaning of 'modest' fashion is finally making its way to the surface in an effort to diversify fashion and create inclusivity for different communities.

For Lebanese-Australian fashion designer, Yasmin Jay, she believes that fashion "shouldn't be put into a box of what's considered the norm".

"One of my biggest goals as a Middle Eastern/Australian designer is to create a movement to re-define mainstream fashion," she exclusively told ELLE Australia.

"Clothing that's niche based is always considered diverse, but we should consider diverse fashion the norm. With over 12 million beautifully diverse women in Australia, from culture, shape and size, each one of us has our own definition of what we consider the norm as we are all so diverse. And that's where the conversation should really start."

And start it has, thanks to one of Australia's top online fashion retailers, The ICONIC. The ecommerce store has launched a range, aptly titled The Modest Edit, including both modest brands and modest options from Australian brands, including Mira the Label, Suelle Boutique, and of course, Yasmin Jay the Label.

"People say fashion is frivolous, but when you see diversity and inclusivity, it does make everyone feel connected," the Sydney-based designer explains.

With pieces from her collection in the range, Yasmin fuses Middle East and West to "showcase a modest take on contemporary fashion". With an impressive 166K following on Instagram, she launched her eponymous label after completing her Bachelor of Fashion design at Sydney's Whitehouse Institute of Design.

"I have always loved fashion and decided to pursue it as further study after school. [...] What started as a casual styling hobby turned into a love for design and craftsmanship," she explained.

Through Yasmin Jay the Label, she reflects on what it means to incorporate her culture into fashion, crediting her upbringing for helping her break down the industry's rigid barriers.

"Being raised by traditional Lebanese parents in Australia meant I had the privilege to experience a unique upbringing of incorporating two very different cultures."

"It means I am able to pour my creativity through my designs while staying true to my identity, and it gives me the opportunity to tell my story and break down barriers through awareness in a fun and trendy way."

She continued, "There are many misconceptions surrounding modest fashion. [It] doesn't need to be linked to culture or religion, it's two different entities."

"Women want to feel beautiful and confident. The aim is to be a voice for my community, to breakdown mainstream stereotypes and inspire the youth who are figuring out their identity."

One scroll through her brand's product page and it's easy to see why she's so successful. The products on offer are not only trend-driven, but they bring traditional fashion into a new, more inclusive light. And for Yasmin, she's hoping to translate that mindset into how the fashion industry sees modesty.

"When I first decided to wear the hijab, modest fashion didn't have the resonance it has now, and I felt there was a gap in the market for practical and stylish modest clothing," she shares.

"I love taking a simple pattern and adding a luxe or embellished fabric to make it funky. The vision for Yasmin Jay is to encourage all women who enjoy modest fashion to feel confident, empowered and elevated when they wear one of my pieces."

So, when The ICONIC came knocking with an idea to create an entire shopping subsection for modest dressing, she was all ears.

"It's great that we're embracing an edit dedicated to modest fashion because it means girls like me can now see themselves reflected in an industry they've always loved and admired," she says, adding, "It's a perfect mix of tradition and being fashion forward."

The ICONIC's Modest edit offers customers the opportunity to mix-and-match pieces from a specific selection that's so vast, Yasmin can't even choose a favourite.

"It's hard to narrow down a favourite piece [...] because when I look at a piece I have about five different ideas of how I can style just one garment. That's the beauty about fashion, it's a world full of possibilities with no limitations!"

That's what she loves the most about her eponymous label, each garment was created in the hopes of inspiring confidence in the wearer.

"Within Yasmin Jay the Label every detail of each garment tells a story," she says.

She continues, "What I consider the ultimate styling tip is rocking your outfit with confidence and sprinkling your charm wherever you go because that's where the true beauty lies and I hope my label gives people that confidence to do so."

"Although… adding an accessory like the Yasmin Jay Silk Square scarves, Reversible bucket hats, beanies or Balaclava definitely wouldn't hurt to tie your outfit together and give it the little push it needs to stand out from the rest!"

For modest fashion wearers, or those aspiring to be, there's hope to be had for the diversity of fashion in Australia. Thanks to emerging designers and an increase in freedom of expression, Yasmin believes that the best is yet to come.

"With such a passionate new generation of designers emerging from all walks of life I hope that we can learn that there is no right or wrong answer," she says, adding, "Life is about expressing yourself freely and reflecting on what you want to put out into the world and for myself the way I do that is through my clothing".

"We need to continue pushing the boundaries and challenging the norms through our artistic journey."

For the Australian fashion industry, the full potential of diverse inclusion still has a way to go, but Modest fashion is a great way to get the conversation started.

You can check out The ICONIC's full Modest edit here, and Yasmin Jay the Label's collection here, or shop a few of our favourites from the Modest Edit below.Read more at:formal dresses | short formal dresses