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Ghizlan Guenez, creator of the modest fashion shopping platform The Modist, comes from a background in finance, having worked 12 years in equity before switching course to fashion. In today’s fashion system, business acumen is a must, and Guenez possesses a wealth of experience and knowledge.
In a way, hers is the ideal start-up story: A bright young woman with a background in business finds a niche in the market and exploits it brilliantly. However, what is remarkable about Guenez and The Modist is the timing of it all. In November 2016, The New York Times reported on the rise of modest fashion, which had sharply and noticeably increased at the same time that the fourth-wave feminist movement coalesced. At the time, the media did not know that The Modist launch was already underway, but Guenez must have felt buoyed to see early signs indicating that she was on the right track.
Guenez’s business instincts led her to creating an all-star team of professionals to spearhead the launch of The Modist. Her team is comprised of Sasha Sarokin, a former buyer from Net-a-Porter, Lisa Bridgett, a former global sales and marketing director from Net-a-Porter, Sally Matthews, a former fashion and beauty director from Harper’s Bazaar Arabia, and Dima Ayad, fashion designer and former marketing director at Atlantis The Palm. Together, they plotted to create a one-stop shopping destination for women all around the world who preferred to dress modestly, be it for personal or religious reasons.
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