Modest fashion is a growing, global multi-billion-dollar market. As a fashion trend, it has increasingly made its way into high-profile runways, has been endorsed by celebrities, and profiled in major fashion publications and news outlets. Hafsa Lodi’s Modesty: A Fashion Paradox (Neem Tree Press, 2020) investigates how and why modest fashion became a mainstream global retail trend. It looks at the causes and key players behind the global modest fashion trend, while also exploring the controversies that surround the concept. Lodi interviewed over 40 important actors in the modest fashion movement, including designers, models, influencers, and entrepreneurs but also drew on personal experiences from her childhood in the United States and career as a fashion journalist in the Middle East to understand its history, evolution, and contradictions. Hafsa Lodi is an American journalist who has been covering fashion for a decade. She has a BA from the Ryerson School of Journalism in Toronto and an MA in Islamic Law from the School of Oriental and African Studies in London. While living in Dubai, Hafsa has written for The National newspaper, Luxury Magazine, Mojeh Magazine, Velvet Magazine, Savoir Flair, and Vogue India, in addition to working as an online fashion editor for one of the Middle East’s largest luxury retailers, Boutique 1. @HafsaLodi (Twitter)@hafsalodi (Instagram)Dr. Isabel Machado is a Postdoctoral Fellow in Gender and Sexuality Studies at the Department of History of the University of Memphis.