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08.13.2008 11:17 pm

Modesty sells — a trend in the clothing industry appeals to people of many faiths

Special to the Post-Dispatch
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modest0002a1.jpg 

I just got back from vacation and found Tim Townsend’s article about Chatfields Boutique in Des Peres, Missouri – click here – specializing in bridal and formal gowns that are modest.

What a concept!

This is an idea that has caught hold in Utah, where Latter-day Saint clothing entrepreneurs have, in recent years, been helping young teens and adults dress up without dressing down, way down to cleavage baring styles reminiscent of Hollywood’s Night at the Oscars.

Learn of one such clothing entrepreneur in the Meridian Magazine article: Keith Hall takes on Fashion Industry with Beautifully Modest Clothing.

For years Latter-day Saints and people of many faiths have been imploring clothing manufacturers to provide clothing with more cloth. But the response was always the same: modesty does not sell. 

When I went shopping in St. Louis a couple years ago to buy my daughter a prom dress there were none that didn’t show a whole lot of shoulder and revealing necklines. We had to retrofit a dress to make it modest by adding a short crop jacket in complementary fabric.

Kudos to Chatfields! I can now shop locally for a modest dress and I don’t have to pull out my sewing machine.

Best of all, how reassuring it is to know that modesty does sell!

And thank you, Tim, for bringing this story to our attention.

So what does this say about our society that a clothing store featuring modest clothing would be making news?

Is modesty a trend? Can it be?

What does modesty mean to you?

Related articles: TIRED OF LOW RISE AND LOWCUT? MODESTY CAN BE CHIC. Christian Science Monitor

Various articles on lds.org

Above photo is courtesy of Meridian Magazine.

4 comments

Comments are closed.

I think you have it backwards, Dana. You can sell modesty but sex sells. See the following link to a blog about Hayley DiMarco’s book “Sexy Girls: How Hot is Too Hot” where she uses a sexy cover to sell modesty: http://blogs.modestlyyours.net/modestly_yours/2006/07/selling_modesty.html

— davel
1:56 am August 14th, 2008

I know a number of women who’re discouraged and perturbed by the difficulty finding basic clothing that isn’t suggestive. From tight fitting shirts and pants to low collars and low hips, many women just don’t want to show off cleavage, their midriff or butt crack. Yet if someone wants to buy name brand clothing, that’s mostly what they’ll find.

I know I find women who dress modestly more respectable and even more attractive. Women who dress exposing themselves overly and overtly look trashy and slutty, even when it’s just a little cleavage.

I find it just as ridiculous as men wearing very little clothing or exposing their underwear, if not their buttocks. I don’t need or want to see that either.

How about a little descency and self-respect?

— Logus
10:25 am August 14th, 2008

My daughter is tall (99th % to be exact) for her age (8) and you ought to see some of the stuff they sell at “children’s” stores. We find respectable clothing for her, but it isn’t always easy.

I’m always amazed at what people will buy and wear.

Modesty means self respect and the respect of others…

— Tim
2:34 pm August 14th, 2008

I would appreciate it of you would add a link to: http://www.cbformals.com/bumofofor.html
One of the problems I have found is the modest often means expensive. I am trying to change that.
For low cost gowns in general, you can go to http://www.cbformals.com
Most under $100.00
Thank you,

— crpetersen
8:33 pm August 22nd, 2008