The 9th edition of Istanbul Modest Fashion Week (IMFW), held in Istanbul (April 25-27), was a vibrant showcase of excitement, responsibility, and a renewed vision. Istanbul Modest Fashion Week 2024 promises to be an exclusive addition to the global MFW journey

Every aspect of the Istanbul Modest Fashion Week (IMFW) fashion statement holds significance, symbolising its role as a catalyst for change in the industry. The theme for this year – A Unique Fashion Call for Solidarity – brought together designers, artists, and personalities from diverse backgrounds, cultures, and industries, uniting them for a common cause.

From Oman, Priyah Prakash Pawani (backed by H E Muhammet Hekimoglu, Ambassador of the Republic of Turkiye, and Turkish Airlines), graced the event as the Modest Fashion Brand Ambassador of Oman and a guest speaker.

Priyah eloquently underscored the importance of inclusivity, diversity, and the democratisation of modest clothing and fashion at the event where she showcased Arabic modest fashion styled by an Omani designer. She also acknowledged the support she received from Turkish Airlines in facilitating her trip to Istanbul as well as encouraging her in keeping Oman in the fray in this field.

In her role as an ambassador, Priyah Prakash Pawani’s primary objective this year was to foster connections between artists and their designs, fostering cultural and social ties between Oman and Turkey. Her attires, exquisitely crafted by Faiza al Balushi, from Chiffon Style, showcased Oman and India in its traditional elegance. As an Indian in Oman, she also adorned a saree – the timeless classic in its modest form.

Present on the occasion was Halima Aden, an American fashion model – the first woman to wear a hijab in the Miss Minnesota USA 2016 pageant where she was a semi-finalist. Following her participation in the pageant, Halima had received national attention and was signed to IMG Models. Her attendance at the event added the much-needed recognition for modest fashion and sustainability.

With more and more beauty queens and pageant winners embracing ‘modest fashion’, this year’s IMFW stood out as one of the best witnessed so far. In a tete-a-tete with Muscat Daily, Priyah shared her frank opinion on the evolution and future of modest fashion. Excerpts:

How was this year’s theme for the Istanbul Modest Fashion Week demonstrated on the ramp?

This year’s theme – A unique fashion call for solidarity – was beautifully expressed on the runway with a mix of cultural influences and modern styles, showcasing diversity, inclusion and unity. Many top models from various backgrounds walking for different designers made it even more special.

Why aren’t Omani models participating – is there any initiative to groom and present young Omanis at such pageants?

Omani models might not be participating due to various reasons, but there could be room for initiatives to support and showcase local talent on such global stages. I have been training women and men in India for pageants and would love to explore these options in Oman too.

Are such fashion shows yet to receive support from the authorities concerned – have you approached them?

While the Ministry of Culture’s stance on fashion shows may vary, it might be worthwhile exploring ways to collaborate with them to promote the cultural significance of these events in future. I need to gain some experience from global platforms before I approach them to seek support for local shows. That’s definitely something in the pipeline.

How has the concept of Modest Fashion evolved since its inception?

Modest fashion has evolved tremendously by embracing new styles while staying true to its modest principles, catering to a wider audience around the world. Modest fashion now highlights sustainability, fashion in a new limelight, and creativity.

What is your opinion about concerns of privacy and unfair treatment towards models which can be a deterrent for aspiring models from conservative societies?

Concerns about privacy and respect in changing rooms can indeed discourage aspiring models, especially in conservative societies like the Arab world. Fortunately, Oman has been very kind, respectful and supportive of models. I never experienced anything like that in Oman.

As an ambassador, do you propose to take up initiatives to quell the doubts in the minds of those who discourage fashion shows?

As an ambassador, advocating for initiatives to address these concerns and promote a safer, more respectful environment for all participants is important. I have always voiced out my opinion and taken a stand in this regard. Educating the models is important, too.

Will there be any change in the next edition of this pageant with regard to such concerns?

Changes to address these issues are already in the process, especially through personality development and grooming schools. More focus is required, possibly through better policies and training to ensure dignity and professionalism for everyone involved.