While still a niche market, it has grown enough of a consumer base for even the biggest names in water apparel manufacturing to take note, such as premium storied labels like Speedo and Dolfin. But why modest swimwear? It seems an odd choice, given the nature of the aquatic environment. What is modesty, and why has it become so important that even young women would choose to inconvenience themselves at the beach or the pool, a place that has traditionally been sensual and even hedonistic? How is it possible to fully enjoy oneself in a water-based environment without feeling unencumbered, anyway?
Most of the demand for modest swimwear is due to religious reasons. The rise in religious fundamentalism around the world, whether Christian, Jewish, or Islamic, has created a slowly but steadily growing market for appropriate attire in all spheres of life, even at the beach or by the pool. Modest swimwear is particularly in demand among young Muslim women who see an affirmation of their self-identities in choosing such outfits. Indeed, it is within the group of Muslim women that the most conservative designs in modest swimwear can be found, many featuring head-to-toe coverage. Christian and Jewish women are, by comparison, risque because even the most demure styles for them allow complete exposure of the head, forearms, and (lower) legs. (It should be noted that Ultra-Orthodox Jewish women will not permit exposure to the collar bone or above the elbows and knees.)
A hot topic for every parent in many parts of the world regardless or religious belief, appropriate attire is not always easily available or easily understood. For outsiders it all seems very anti-body, anti-sexuality, even anti-women. While many proponents might agree with the anti-sexuality charge, most feel themselves misunderstood on the other points. For them, modesty is not about shame but pride, honoring oneself and others by considerate actions - such as how one dresses, even at the beach or in the pool. Wearing modest swimwear, they like to point out, is also a great way to protect the skin from harmful sunshine and even seaside debris.
However, waterborne activities present a very practical problem as full enjoyment and participation generally means the complete freedom of movement that mainstream options seem to best present. And thus the challenge for designers is to meet demand by combining the best of both worlds - not an easy task when we consider that we are dealing with women, who though modest can still wish for clothing that is beautiful!
