Here are just some of the features in this wonderful book that get’s all the little details on point: One of the best features of this book is the Hifdh (memorisation) games that this book plays with Kiitab. The ‘Find Me’ games are not only super fun to play, but they also strengthen your child’s hifz. We’ve also included a lovely illustrated spread to explain the tajweed rules with examples, leading to better and more accurate recitation. Whatever the parameters for modesty are – and who they are determined by – all the evidence suggests one thing: Muslim women do spend significant money on clothes that truly cater to their own religious, cultural or personal beliefs and will support brands that make an effort to represent them. For me, this poses the alarming question of whether brands are catering to our needs as Muslim women or whether the fashion industry, as influential and dominating as it is, is in fact moulding religious codes of modesty to fit their own capitalist aims. Does the modest fashion industry actually serve Muslim women or simply those at the top?

Mariyah Zaman, 24, from Wales, has actually stopped buying clothes from high street retailers altogether for a number of reasons. She feels Pretty Little Thing’s Eid edit reinforces damaging beauty and fashion standards, promoting an ‘ideal of femininity which many Muslim women do not fit’. Responding to the criticism, PLT said in a statement: ‘It was never our intention to cause offence. The items listed in the category are styled to be worn as layers rather than single items. As a brand we endeavour to build a community of #EveryBODYinPLT, a movement towards equality, body positivity regardless of body type, race or gender and collectively we celebrate multiple holidays throughout the calendar year.‘ As Hafsa Lodi goes on to say, the focus should actually be less on the clothes and more on ‘brands recruiting Muslim women to work with when producing and marketing these collections. You can’t design for this demographic without consulting with them’. The Kiitab functions include English translations of each verse so your child can understand what they are reciting.Mariyah wants brands to focus on increasing the pay of the (predominantly) Muslim women who manufacture the clothes in countries like Pakistan, Bangladesh and Turkey, rather than making Eid and Ramadan collections for western Muslim consumers. In Khadijah’s mind, ‘this cannot be excused as being a mistake, I can only think about how young Muslim girls who may already be struggling with their body image would feel after being confronted by something like this’.

Above all this though, she feels that her moral compass prevents her from shopping in most high street shops: ‘I feel like the items have literal blood on them’. Mariyah wants brands to focus on pay increases for the (predominantly) Muslim women who manufacture the clothes (Picture: Supplied) The paradox of modest fashion leaves some Muslim women confused about where they stand – like Nargis Akhter, 29, from Sunderland, whose own uncertainty echoes my own: ‘On the one hand I’m happy that modest fashion is more accessible, however when it’s aligned with fast-fashion, sweatshops and abuse of workers I’m unsure how “modest” it is and where it starts to become misaligned with our values as Muslims.’