ZALORA Is Betting Big on Modest Wear—And Winning

ZALORA is making a statement, and it’s loud and clear: modest wear isn’t just growing—it’s thriving. With a staggering 33% year-over-year growth in Q1 2024, ZALORA is doubling down on its dominance in the market, solidifying its place as the region’s go-to fashion authority.

The latest proof? ZALORAYA 2025—a grand showcase of the best in modest fashion, bringing together top designers, stylish trends, and even a few unexpected surprises. As modest wear cements itself as a fashion force in Southeast Asia, ZALORA is making sure it stays at the forefront, blending tradition with innovation in a way only it can.

ZALORAYA 2025: Where Tradition Meets Trend

Forget the outdated idea that modest fashion is limited in style. ZALORAYA 2025 is proving that covered-up looks can be just as bold, contemporary, and statement-making as anything on a high-fashion runway.

This year’s lineup features a curated mix of 19 powerhouse brands and designers from across the region, including NH by Nurita Harith, Syomirizwa Gupta, TAS by Tom Abang Saufi, Alia B, and Yadotsa. These names have long been at the cutting edge of modest wear, pushing the boundaries of what it means to dress conservatively while still embracing individuality and modern aesthetics.

The collections are a masterclass in refined elegance, showcasing earthy tones punctuated with pops of green, reflecting not just style but also a commitment to sustainability. It’s about looking good while doing good—because fashion and responsibility can (and should) go hand in hand.

The #PurrfectRaya Trend We Didn’t Know We Needed

One thing that’s setting ZALORAYA 2025 apart? Modest fashion isn’t just for humans anymore.

ZALORA’s in-house label Lubna is turning heads with its Romantic Rebels collection—an ode to soft textures, vintage-inspired aesthetics, and contemporary femininity. But the real showstopper? A feline fashion debut. Yes, for the first time ever, Lubna is introducing adorable cat outfits, so your furry companions can celebrate Raya in style. Matching family looks? That’s old news. Now, it’s all about coordinated outfits with your pets.

ZALIA: The Gold Standard of Modest Wear

Of course, no ZALORA modest wear showcase is complete without ZALIA—the e-commerce giant’s in-house label known for its elegant, dreamy aesthetic. The Etherea Raya collection is all about lightness and movement, with delicate embroidery, beadwork, and luxurious fabrics like satin, lace, and chiffon.

But this year, ZALIA is taking things a step further. The ZALIA BASICS lineup is introducing plus-size menswear, proving that style, comfort, and confidence should be accessible to all.

Beyond Fashion: A Bigger, Bolder Vision

ZALORA isn’t just curating collections—it’s building an empire. The brand’s regional e-Fulfillment Hub in Malaysia now connects inventory across Malaysia, Indonesia, and the Philippines, opening the doors to seamless cross-market sales. Customers across Southeast Asia now have access to a wider selection of modest wear from various fulfillment centers—bringing designer looks to more people, faster.

And then there’s sustainability. ZALORA is leading the charge with low-carbon last-mile delivery, electric vehicle fulfillment pilots, and a 90% recycling rate at its fulfillment centres. The brand is also championing take-back initiatives, encouraging customers to recycle old clothes and embrace a more circular approach to fashion.

ZALORA’s Modest Wear Takeover Is Just Getting Started

With ZALORAYA 2025, ZALORA is proving that it’s not just riding the modest wear wave—it’s driving it. The category is booming, the collections are evolving, and the market is only getting bigger.

As the brand enters its second decade of modest fashion leadership, one thing is clear: ZALORA isn’t just participating in the industry’s transformation—it’s leading it.