Now M&S offers a ‘Modest’ section on its website, which includes trousers, leggings, skirts, dresses and tops that cover the body from the neck to the ankles
The introduction of a selection of ‘modest’ fashions with long hemlines and sleeves by Marks & Spencer has triggered a backlash from customers.
The company introduced the burkini swimsuit two years ago specifically for Muslim customers.
Now M&S offers a ‘Modest’ section on its website, which includes trousers, leggings, skirts, dresses and tops that cover the body from the neck to the ankles.
The items will appeal to women who adopt conservative clothing as part of their faith, such as Muslims, orthodox Jews and devout Christians.
However, the retailer insists the fashion suggestions are not targeted at any religious group, but reflect a wider and growing demand for modest designs from women of all backgrounds.
The decision to introduce the ‘Modest’ section has drawn criticism on Mumsnet with some women asking whether it demeans those who choose not to cover up.
One wrote: ‘I wish they wouldn’t call it ‘modest’. It implies women not swathed from head to toe are immodest.’
Another complained: ‘Well I don’t like the name. It implies anything other than this is ‘immodest’.
‘I thought we spent a lot of time telling girls they could wear what they want?’
Some contributors speculated the range was specifically for those with a strong religious faith and views about the role of women.
One wrote: ‘It will be aimed towards the religious. Mainly sales to Muslim women but also some to orthodox Christians or Jews. No problem with that. Just hate the name.
‘They should call it ‘covered’ or something, not modest. Modest implies horrible things about women who don’t dress that way.’
Another mother wrote: ‘Personally I think ‘modest’ is completely the wrong term.
‘Am I immodest if I show my neck/wrists/ankles? No, I am dressing in a manner that is perfectly modest and acceptable in our society.
Mixing it up:Floral Print Long Sleeve Maxi Dress (Autograph) Price: Cut from £79 to £31. Cotton Rich Core Leggings Price: £9.50 Ankle Strap Court Shoes Price: Cut from £29 to £15. Modal Rich Pashminetta Scarf Price: £22.50 Leather Cross Body Bag
‘The word ‘modest’ is being used in a very strange way by some…presumably for reasons to do with their religious beliefs.’
Some argued that the retailer is setting back women’s freedom to wear what they choose.
One wrote: ‘I am happy for M&S to sell whatever they like, and supply both clothes that cover up and clothes that reveal.
‘BUT – like others here, I hate hate hate for M&S to describe clothes that cover up as ‘modest’, because this implies that other clothes are ‘immodest’.
‘This isn’t just semantics, but feeds into real-world bullying of women who don’t necessarily want to be covered chin to ankle.
‘It’s really really regressive and wrong and has negative consequences for women.’
Another women said: ‘I also dislike the term ‘modest’. Misogyny is increasing, again, and women still need to be able to choose to run around in a thong and a pair of nipple tassels, if that’s what they want to wear, without implications that they are bad people who deserve harassment.’
Others made the point that the range could well appeal to women from many different ages and backgrounds.
They argued that using the term ‘modest’ was simply a useful tool to help find clothes that would suit them.
One said: ‘It’s not M&S that has invented this term though. It’s a well -known phrase that M&S is using to optimise its visibility on Google.’
Going Green: Funnel Neck Ruffle Sleeve Blouse (Autograph) Price: Cut from £45 to £20 Pablo Wide Leg Trousers Price: £19.50 Leather Block Heel Ankle Boots (black) Price: £85. Leather Shopper Bag Price: Cut from £99 to £44
Another said: ‘I like the idea and often find it hard to buy appropriate ‘covered’ work clothes. I work in a people facing job that requires me to be covered (no bare upper arms or low cut tops etc.)’
M&S stressed that the clothing items are not a specific collection, rather they are a selection of items taken from ranges across the store, such as per una, autograph, and M&S collection.
The ‘modest’ selection of fashions went on the website in October and has proved popular.
A spokesman said: ‘It’s not targeted to any specific group and the growing demand for modest fashion is coming from women of many different backgrounds.
‘This selection of outfit ideas reflects growing customer demand. ‘Modest fashion’ is an increasingly popular search term, as customers tell us they are looking for more stylish layering pieces, with features such as longer hemlines, sleeves and higher necklines.’
Pictured: Lace Flute Sleeve Shift Midi Dress (per una) Price: Cut from £149 to £49 Funnel Neck Long Sleeve Top – black Price: £19.50 Cotton Rich Core Leggings Price: £9.50 Stiletto Back Zip Court Shoes Price: Cut from £35 to £16. Modal Rich Pashminetta Scarf Price: £22.50 Faux Leather Chain Shoulder Bag