The International Modest Fashion Week a two day event opened on Friday in Istanbul hosted by Modanisa, online retailers of Muslim fashion, as Turkey wants to be seen as a creative hot spot for conservative wear around the world. Seventy designers are taking part in the event.

Modanisa CEO Kerim Ture said that they want to create mainstream fashion out of modest fashion and to energize Islamic communities to produce (clothing) for Muslim women. They want to have their rules but they also want to look chic.

At the event, the models paraded styles ranging from earthy tunics and floral dresses to grandiose gowns in shimmering pear palettes and dark abayas — all connected by shape-concealing cuts. The looks were set off by dashing turbans, decorative headscarves and prim chignons for the unveiled

According to the designers, it’s a budding industry in which Turkey serves as a natural bridge between European and Asian markets.

Malaysian designer Hazizul Abd Aziz of Aidijuma who favors cool satins and cottons said that in fashion they have the mainstream fashion line and the modest fashion line. The modest fashion line is actually very new.

As per the latest Global Islamic Economy report, modest fashion represents a growing market in the world and Turkey, with its Muslim traditions and booming textile industry, is uniquely placed to cash in both creatively and commercially. Worldwide spending on Muslim clothing is projected to grow to $327 billion by 2020.