Modest fashion is gaining momentum, driven by e-commerce, social media and other nontraditional channels. Interpretations differ as to what constitutes modest fashion, but generally speaking, it refers to clothing that both looks stylish and covers the wearer relatively well. For many, modest fashion is a personal choice that simply means wearing more traditional styles—longer hemlines or higher collars, for example. In February 2017, London hosted its first-ever Modest Fashion Week, which featured more than 40 labels showcasing styles that ranged from maxi dresses to hijabs. While modest fashion has often been associated with religious observance, it is gaining more attention among nonreligious consumers as well. On February 1, Macy’s announced the launch of a modest clothing brand called Verona Collection. The brand features a selection of ready-to-wear pieces, including dresses, tops, cardigans, pants and hijabs in a variety of colors and fabrics. The collection is a result of The Workshop at Macy’s, the retailer’s minority- and women-owned business development program that was founded in 2011 to further vendor diversity. Lisa Vogl, the brand’s founder, said, “Verona Collection is more than a clothing brand. It’s a platform for a community of women to express their personal identity and embrace fashion that makes them feel confident on the inside and outside.” Vogl said that she was inspired by her personal experience of looking for clothing that was both fashionable and modest. Standout pieces of the collection include maxi dresses accented with asymmetric buttons, cardigans that come in sleeveless and full-sleeve styles for layering, and hand-dyed hijabs in assorted fabrics. The collection follows the recent launch of hijab designs from Nike and American Eagle Outfitters. There has been increased market interest in modest fashion thanks in part to social media influencers such as modest fashion vlogger NabiilaBee, whose “how to” hijab tutorials and other videos have been viewed more than 16 million times. Modest fashion marketplaces such as ModLi and The Modist are also gaining traction. Verona Collection will be available online at Macys.com on February 15.