Founder Ghizlan Guenez founded the brand with the goal of smashing stereotypes around the word “modesty.” A native Algerian who grew up in the Middle East, Ghizlan Guenez was working in private equity when she developed the idea for a luxury e-commerce platform devoted to the kind of clothes that she and the women in her family like to wear: high fashion, just with “long sleeves, long hems, no high slits, not too much lace,” she says. But when Guenez began taking the concept of a “modest” fashion site to designers a couple of years ago, she found that many had a very narrow idea of what that meant, envisioning plain fabrics and loose silhouettes. “[They] had a specific woman, religion, and even country in mind,” she says. “We are smashing these stereotypes.”Read Full Story