Arwa. Modest pursuit

Abstract

Arwa Dayyani explores how sportswear can be rethought for women who want to dress modestly. The purpose of the upcoming brand ARWA and the research put into it exists in comprehending and critically evaluating the current designs in the women’s athleisure industry by providing freedom of self-representation to the ones who choose to cover modestly in their active life. Most brands create a degree of nakedness through their styles, but not everyone feels comfortable exposing themselves. This is why women who choose to wear modest clothing find it difficult to find athletic wear. “If brands and society are promoting/designing clothes that are exposing, how can we rethink athleisure wear for women who choose to dress modestly, to free them from the constriction of minimum options? How can an upcoming athleisure brand be designed in a way to avoid clothes women are uncomfortable with and provide them freedom from social pressure and restrictions on fashion in the athleisure apparel market?”