The Modist

About The Modist

The Modist was a Dubai-based e-commerce platform that specialized in luxury modest fashion. Founded in March 2017 by Ghizlan Guenez, the company aimed to serve a global clientele of women who choose to dress modestly for a variety of reasons, including religious, cultural, or personal preferences. The launch, strategically timed on International Women's Day, underscored the brand's mission to empower women's freedom of choice in fashion.

Ghizlan Guenez, an Algerian entrepreneur with a background in private equity, identified a significant gap in the luxury market from her own frustrations with finding high-end, fashionable, yet modest clothing. Having spent over a decade at The Abraaj Group focusing on emerging markets, she possessed a deep understanding of global brand development which she applied to The Modist. Her vision was to create a curated, high-fashion destination that would cater to this underserved market, moving beyond stereotypes to celebrate a diverse, global community of women.

The business operated as a direct-to-consumer online retailer, shipping to over 120 countries from its operational hubs in Dubai and London. Its revenue model was based on the sale of designer apparel and accessories. The platform featured a curated selection from over 180 luxury brands like Marni and Christopher Kane, alongside its own in-house label, Layeur, which was introduced to further address specific needs of its clientele. To enhance the customer experience, The Modist combined its retail offerings with rich editorial content through an online magazine called 'The Mod', providing styling inspiration and celebrating its community. The company successfully raised over $15 million in funding from investors including London-based Vaultier7, luxury retailer Chalhoub Group, and the online fashion platform Farfetch.

Despite its promising start and strong brand recognition, The Modist ceased operations in April 2020. The company cited the global economic crisis as the primary reason for its closure, stating that the situation left the young business too vulnerable to continue. Reports suggest the company was facing financial difficulties and struggling to close a Series B funding round even before the crisis hit. Although the original e-commerce site shut down, the founder announced a potential return for the brand in 2022, exploring new avenues to engage its community.