‘Don’t tell me what to wear… Don’t tell me what to cover…’ Online platform The Modist that houses modest luxury style for women, has rooted its launch film in a very relevant message.
With brands such as Nike bringing in the pro Hijab collection and Hijab models walking the Paris Fashion week ramp, modest fashion is rising in the mainstream fashion world. The Modist is a further step in this direction.
In its launch video, it voices the confidence of the modern modest woman. The online shopping site, housing modest attire, teamed up with independent creative agency Science & Sunshine to create an online message that gives a confident new voice to the modern modest woman and inspires her to celebrate her style choices.
The film puts a fresh spin on modesty in the context of fashion, and encourages the modest dresser to express her originality, style and values through how she chooses to dress. Because after all, the ultimate luxury is being yourself.
“When The Modist came to us, we knew right away the kind of tone we wanted for the film. Women who like to dress modestly are always made to feel lesser. Less edgy, less adventurous, less fashionable. Which is strange, because some of the most interesting women in the world dress modestly. So, we made a film that strips the power away from the naysayers and reminds women that they are the ones who define the rules,” said Nadine Ghossoub, CEO, Science & Sunshine.
Advertiser: The Modist
Advertising Agency: Science & Sunshine, Dubai
Chief Creative Officer: Shahir Zag
Executive Creative Director/ Copywriter: Ash Chagla
Client: Dima Ayad, Marketing Director, The Modist
Production House: Prana Production, London
Executive Producer: Jane Everett
Producer: Laura Gonzalez Murphy
Producer: Natalie Barnes
Director: Dan Gianini
DOP: Tristan Chenais
Second Unit Director: Harry George Hall
Editor: Sam Bould, Big Buoy, London
Colorist: Mark Horrobin, Smoke & Mirrors, London
Composer: Amanda Klinthall