ABSTRACT
This chapter discusses the commercial market that has emerged to support practices in Muslim veiling and other forms of modest dressing among Muslim women and those of other faiths. Focusing on the increase in Muslim head-covering from the second half of the twentieth century onwards, the chapter explores how the commercial market for modest fashion grew dramatically at the turn of the twenty-first century in the context of the Internet. The chapter also considers how social media have also increased the offline surveillance that greets the modestly dressed body from co-religionists and external observers and agencies. The commercial market in modest fashion has facilitated and encouraged modes of modest dressing for women from diverse religious and, to a lesser extent, secular backgrounds. A form of Muslim anti-fashion is the development of styles of dress which respond to the appeal of clothes associated with the Arabian Peninsula of the time of the prophet.
