1. Hafsa Lodi (2020). Modesty: A Fashion Paradox: Uncovering The Causes, Controversies and Key Players Behind the Global Trend to Conceal Rather than Reveal , Neem Tree Press. The global fashion industry welcomes a newcomer, the modest fashion with its multi-billion-dollar business. Modest fashion describes the consumers, the designers, and the social political reasons for this attractive market segment.