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By the turn of the 21st century, the Arab region witnessed the rise of 'Generation M', a new breed of Arab youngsters who desperately wanted to break away from the shackles of religion, culture and society in terms of fashion. Commencing the grassroots movement of Modest Fashion, this particular type of 'Muslim Futurists' sought to combine faith with modernity, and leave behind the mundanity of the plain black, abaya. With the Muslim population touted to rise, the potential emergence of a new consumer market came to light with apparels that were both, Shariah-compliant and fashionably acceptable globally. With independent designers and start-ups struggling to cater to the burgeoning demand across the selected regions, the global fashion powerhouses made a slow, reluctant entry into the Modest Fashion arena through hijabs and abayas only. But consumers soon took notice, and started exploring innovative yet stylish ways to express themselves. The once simple head covering was soon replaced by trendy hijabs in colours other than black, with the endorsement of international brands. But, could fashion and faith co-exist? Or would brand offerings divide the Muslim women who were once united by the expression of religion? And, would Modest Fashion divide that, what was united by faith?