While modest fashion in the Muslim world typically refers to outfits that are less revealing and cover certain areas of the body, interpretations vary in different cultures. The definition of modest fashion is also “personal and subjective” to the individual, added Vivy. “It’s very difficult to define modest fashion. What we offer are clothes with loose silhouettes, with longer hemlines that are more covered. Less is more, and so far, that has worked well. We’re not trying to define modesty for anyone, we’re just offering what we think women might want.”
Vivy wants Duck to be a brand not just for women who wear the hijab. “We have customers who wear our tops with shorts, or our scarves as a top to the beach. It’s really up to individuals to style our products.”
When expanding into different markets, there are also design preferences and tastes that Duck needs to take into consideration. “In the UK, they don’t really wear a lot of prints. In Asia, they are more accepting of loud designs,” shared Vivy. “These are things we learn along the way. We might have to create a special line of products for different markets, which makes supply chain a bit more complicated.”
To better understand her customers all around the world, Vivy holds occasional in-person meet-ups during her travels. “As a founder and an entrepreneur, I’m always curious about my customers. I always want to get their feedback. What do they like and more importantly, what do they not like?”