Modesty Makes a Comeback

It looks like the old Janice Kapp Perry song Modesty is Always in Style may have special significance during the recession, especially when it comes to women's clothing.

According to a recent USA Today article, the dramatic downturn in consumer spending is forcing retailers to cater to anyone who is willing to make a purchase, including those crying out for lower hemlines and shirts with sleeves.

Even Karl Lagerfeld, the infamous Chanel designer who once used strippers and an adult film star to model his clothing for a Fendi runway show, has acknowledged the trend.

In an interview with the International Herald Tribune this year, Lagerfeld declared, "bling is over" and accredited the economy with prompting a "new modesty."

And what is stated as fact by those that control the fashion industry always finds its way into the wash and wear styles that the everyday fashionistahas to choose from.

“People are going more for classic, timeless pieces rather than the trendy pieces that tend to be more provocative,” said Laura Field, marketing director at Layers Clothing.

While it is unlikely that this return to modesty can be attributed to a nationwide moral revival, the increased sensibility of the American consumer due to decreasing budgets and a prudent attitude toward spending is a more probable cause.

“In this economy, people are looking for more classic pieces for their wardrobe that are more versatile and that will last them through this crisis,” said Jonathan Freedman, co-owner of DownEast Home & Clothing Outlet, founded in 1991. “And modest options fill that need in many cases.”

When money is tight, who wants to buy something that they can't wear on more than one occasion? Apparently, close to nobody. “People are forced to be more creative and shop places they haven’t shopped before, said Andrea Updike, director of product development at DownEast. “I think once people find that they don’t have to spend a lot of money to have an interesting and fun wardrobe, I don’t think that they will decide to start spending more again.”

With 42 stores in four U.S. states – Utah, Idaho, Arizona and Washington – DownEast is continuing to see strong sales, Freedman said.

“We haven’t seen much of hit in this economy,” he said, “We’re opening up five more stores in the next four months.”

Andrea Updike attributes DownEast’s success not only to their modest clothing, but also their modest business sense.

“I think modesty is a way of living, whether it’s the consumer you’re talking about but also the company,” Updike said. “We keep production costs so low that the customer doesn’t have to pay extra. We spend so much time finding the best quality and the best fabric at the best price for our customers.”

Modest retailers aren't hard to find. Aside from DowneastBasics.com, the following Web sites also sell modest clothing: LayersClothing.com, ShabbyApple.com, ShadeClothing.com, and MikaRose.com

Maria Walton