About NEOMODEST

London-based. Modest by choice. Contemporary in outlook.

NEOMODEST (nee-oh-MOD-ist) is a London-based premium modest fashion brand, bringing together a curated wardrobe and an innovative approach to online shopping. We combine contemporary modest style with AI try-on, giving you another way to explore a look before you buy.

Our approach is retail-first: we put the individual customer at the centre of the brand, from discovering a collection to choosing a piece that suits their style and modest-wear preferences.

A considered modest wardrobe

Our collections bring together dresses, abayas, hijabs and co-ord sets, with options for everyday dressing and special occasions. The NEOMODEST perspective is contemporary and considered: expressive details, modest silhouettes and pieces chosen to work within a personal wardrobe.

We source our garments from Turkish suppliers. London is our brand's home, not a claim about where our collections are designed or made.

Founded by Afroja K

NEOMODEST was founded by Afroja K, a founder and creative working at the intersection of modest fashion and digital innovation. Her approach connects physical clothing with digital experiences, often described as phygital fashion.

In June 2024, Afroja was featured in Times Square, New York, in recognition of her pioneering work spanning 3D and AI fashion, blockchain, metaverse experiences, digital fashion and NFTs.

Afroja has been featured as a fashion disruptor on television, in magazines and at fashion events, and her work has been discussed in UK postgraduate research papers. She has also appeared as a webinar and keynote speaker, sharing her perspective as a modest-fashion founder exploring digital and phygital retail.

Her professional background extends beyond fashion. Afroja began her legal career as a trainee lawyer, gaining practical court-based experience with law firms, before serving as an officer with the UK Ministry of Justice, where she supported vulnerable clients. She went on to spend more than six years as a freelance legal researcher, specialising in detailed analysis and documentation. Through fintech sales consultancy, she also undertook professional development in data compliance and anti-money laundering (AML).

Alongside NEOMODEST, Afroja founded Codicil. Following formal estate-planning training, she achieved accreditation as an Estate Planning Advisor and is qualified to advise individuals and families in England and Wales on Wills, Trusts and Lasting Powers of Attorney (LPAs).

These experiences bring a considered perspective to her work as a founder: attention to detail, compassion and an interest in making complex choices clearer. At NEOMODEST, the focus is premium modest fashion, a customer-first shopping experience and practical uses of digital technology. Codicil is her separate estate-planning business.

A new perspective with AI try-on

Our AI try-on features offer a virtual way to explore how a look could appear on you. They bring an additional visual perspective to shopping for modest fashion online, alongside the product photographs and details.

AI try-on is a visual guide, not a fitting service or a guarantee of size, drape, colour or coverage. Refer to the original product images, garment details and size information when making your choice.

For us, innovation has a practical purpose: making the online discovery experience more personal while keeping clear product information at the heart of the decision.

Retail-first, open to partnerships

NEOMODEST is built first and foremost for our retail customers. Alongside our direct-to-customer collections, we partner with retailers, wholesalers and individual brands interested in stocking NEOMODEST.

We welcome conversations with businesses that share our interest in contemporary premium modest fashion. If you would like to stock NEOMODEST, get in touch to discuss the collection and a potential partnership.

Our direction

We are building a distinctive destination for premium modest fashion: rooted in London, informed by Turkish fashion and open to new ways of discovering what to wear.

Explore NEOMODEST for a contemporary approach to modest dressing.