Modest clothing is not boring by any standards, especially if you've taken a peek at Mimu Maxi [1], a collection started by two Jewish sisters-in-laws, who find the balance between mainstream culture and religious apparel. "We keep the Sabbath, and we also love Beyoncé," said Mushky Notik [2]. Though most of their business comes from ultraorthodox Jews, a quick glance at the neutral pieces reveals the clothing can be just as appealing to non-Jewish shoppers. And the affordable prices, ranging from $68 to $128, don't hurt either.
With the modest look quickly gaining steam — just take a look at these wedding gowns [3] — the ladies are changing the game (and name), saying, "We see the word — and hashtag! — 'modesty' really growing and taking on speed with religious women. But then again, to non-religious women, the word 'modesty' sometimes sounds archaic, even ugly. We are doing our part to change that, to show that modesty can be beautiful, fun, even sexy."
And their wearable creations are right on par with their goal. Mimu Maxi includes billowy dresses and frocks that make you long for Summer again, but the pieces themselves are also perfectly versatile for layering in the Fall. Read on to see why you should keep an eye on these two designers, and then shop some of your favorite eye-catching pieces.
Meet Mimi and Mushky, the Jewish sisters-in-law behind the brand
Did we mention they're also part-time models?
And ultrastylish?
They've clearly mastered the concept of a wearable LBD
You can wear the dress with anything, even sneakers
And there's a fringe version for fancy parties
The pieces can all be layered for Fall
Or worn alone for warmer months
Everyone needs a good denim dress
Style mamas love the clothes
Bloggers love the clothes
Like Leandra Medine.
The demand is real, just look at all the orders
Shop the pieces from the collection:
Hug dress [4] ($78)
The day robe [5] ($128)
Denim Moses dress [6] ($128)
Panel dress [7] ($88)
Square dress [8] ($78)
Frock [9] ($56)