Fash Focused: The Complete 2026 Guide to the Modest Fashion Brand

Introduction

Fash Focused is a UK-based modest fashion brand that has quietly built a following among women looking for elegant, contemporary clothing that aligns with their values. The brand describes itself as “your go-to destination for elegant, contemporary fashion designed for the modern woman,” offering “thoughtfully curated collections that blend style, comfort, and coverage”.

The brand’s philosophy is built around what it calls “modern modesty”. Rather than treating modest dressing as a compromise, Fash Focused positions it as a statement. As the brand puts it: “Discover fashion that aligns with your values – flowing silhouettes, longer lengths, and stylish layers” and “make modest fashion your everyday statement”.

Fash Focused operates through a dedicated mobile app available on both iOS and Android, alongside a website and a physical presence in Leicester. The brand is run by One Nine Media Group LTD, a company based in London.

This guide covers everything you need to know about Fash Focused in 2026. From the brand’s identity and product range to pricing, sizing, fabrics, the app experience, and where to shop, it is a comprehensive resource for anyone considering the brand.

What Is Fash Focused?

Fash Focused is a modest fashion brand and shopping app designed for women who want contemporary style with coverage. The brand’s core promise is captured in its own description: “Step into the world of modern modesty with the Fash Focused app – your go-to destination for elegant, contemporary fashion designed for the modern woman”.

The brand is built around several key principles:

• Modest and modern: “Flowing silhouettes, longer lengths, and stylish layers”
• New drops weekly: “Exclusive new arrivals and limited-edition edits”
• Seamless shopping: “Fast checkout, order tracking, and saved favourites”
• Early access and offers: “App-only discounts” and early notification of sales
• Inclusive and empowering: “Designed for women of all backgrounds who value confidence, class, and covered style”

The brand has a physical business address at the Wakerley Centre in Leicester, and describes itself on business listings as offering “Modest fashion for women: elegant co-ords, dresses and abayas designed for everyday to occasion. UK delivery and easy returns”.

The Fash Focused App

The Fash Focused app is central to the brand’s identity. It is available on both the Apple App Store and Google Play, and is designed to make shopping for modest fashion as seamless as possible.

App Features

The app offers several features designed to enhance the shopping experience:

• New drops weekly: New arrivals and limited-edition edits are added regularly.
• Seamless shopping: Fast checkout, order tracking, and saved favourites are all available within the app.
• Early access and offers: App users are “the first to know about sales, new launches, and app-only discounts”.
• Multi-language support: The app is available in English and 22 additional languages, including Arabic, French, German, Hebrew, Hindi, and others.

App Availability

The app is free to download. On the App Store, it requires iOS 15.0 or later, and is compatible with iPhone, iPod touch, Mac, and Apple Vision. On Google Play, the APK download size is 43.48 MB, and the app has been available since June 2025.

App Performance

As of the data available, Fash Focused has been downloaded approximately 1,100 times on Android, with 11 downloads in the last 30 days at the time of reporting. The app has not yet received enough ratings or reviews to display an overall rating on either platform. This suggests the brand is still in an early growth phase.

The Fash Focused Product Range

Fash Focused offers a curated selection of modest fashion pieces, with a focus on co-ords, abayas, and dresses. The brand’s product descriptions emphasise elegant design, comfortable fabrics, and thoughtful details.

Abayas

Abayas are a core part of the Fash Focused offering. The brand describes its abaya collection as featuring “open abayas for summer layering, closed abayas for full coverage, and Eid styles featuring delicate embroidery and luxurious chiffon”.

Each abaya is “crafted in Britain using breathable crepe and flowy chiffon fabrics, with thoughtful details like prayer-friendly cuts, hijab-matching accents, and adjustable sleeves”.

Examples from the range include:

• Deema: A cream two-piece abaya with “embellished details,” described as an “elegant full-length black abaya” with “delicate embroidered and beaded front detailing,” “stylish tassel accents,” and a “relaxed flowing silhouette”.
• Layla: A “Coco velvet lace abaya” with an “open-front design,” “intricate lace trim along front and sleeves,” and a “flowing, relaxed fit”.
• Imani in Mint: A “beautiful statement abaya with diamanté detail and 3D tulips,” with a length of 55 inches. The fabric composition is 70% viscose, 20% polyester, and 10% nylon.

Co-Ords

Co-ords are another central category. The brand offers a range of two-piece sets designed for versatility and ease.

Examples include:

• Neva Printed Coord Black: A “button down top with flare sleeves and a matching inner vest” with “double layer trousers that has an elasticated waist.” It is a free size UK 8-12, with the model being 5ft3 and a size 10.
• Navy Floral Chiffon Silk Coord – Neva: A “button down top with flare sleeves and a matching inner vest” with “trousers that are fully lined and elasticated at the waist.” Free size UK 8-16, with the model being 5ft.
• Beige Wrap Over Coord – River: A “stylish coord features a wrap-over top with contrast color piping,” paired with “trousers that have an elasticated waist”.
• Black Lace Coord – Romy: A “beautiful two piece featuring a long top with lace detail and trousers elasticated at the waist with pockets”.
• Fenne Coord in Black: A “super soft coord featuring a long sleeve top with a gold button and trousers elasticated at the waist.” Free size UK 8-14. Fabric composition is 7% elastane and 93% polyester.

Dresses and Kaftans

The brand also offers dresses and kaftans, including:

• Blue/White Kaftan Dress – Pasa: A “beautiful coord with a paisley print.” Free size UK 10-18. Fabric composition is 55% linen and 45% viscose.
• Pink Shimmer Two Piece – Vera: A two-piece set available through the brand.
• Sibel in Black: Described as “timeless elegance” for “the modern woman who values both style and comfort”.

Fabrics and Materials

Fash Focused uses a range of fabrics across its collections, with an emphasis on comfort, breathability, and drape.

Common Fabrics

• Crepe and chiffon: Used in abayas for breathability and flow.
• Polyester blends: Used in co-ords and trousers for durability and shape retention. The Fenne Coord is 93% polyester and 7% elastane.
• Viscose blends: Used in statement pieces. The Imani abaya is 70% viscose, 20% polyester, and 10% nylon.
• Linen blends: Used in kaftans. The Pasa kaftan is 55% linen and 45% viscose.

Care Instructions

Care instructions vary by garment, but the brand generally advises:

• Machine wash at a maximum of 30°C on a gentle cycle
• Do not bleach
• Do not tumble dry
• Do not dry clean
• Iron on reverse

Always check the specific care label on your garment before washing.

Sizing and Fit

Fash Focused takes a distinctive approach to sizing, with many of its co-ords and kaftans offered as “free size” garments that fit a range of body types.

Free Size Ranges

• Neva Printed Coord: Free size UK 8-12
• Navy Floral Chiffon Silk Coord: Free size UK 8-16
• Fenne Coord: Free size UK 8-14
• Pasa Kaftan: Free size UK 10-18

This approach reflects the brand’s emphasis on “inclusive and empowering” fashion designed for “women of all backgrounds”.

Sizing Guidance

The brand provides model measurements to help shoppers gauge fit. For example:

• The Neva Printed Coord model is 5ft3 and a size 10, wearing a small.
• The Navy Floral Chiffon Silk Coord model is 5ft and a size 10.
• The Imani Abaya model is 5ft3 and a size 10, wearing S-L.

Sizing varies by brand, country, and manufacturer. Always check the specific product’s size guidance and model measurements before ordering. If you are between sizes, the free size system may offer flexibility, but checking individual product pages is recommended.

Pricing and Value

Fash Focused positions itself in the accessible luxury segment of the modest fashion market. Based on available product listings, the brand’s pricing is designed to be accessible while maintaining a premium feel.

Examples of pricing from the range include:

• Layla Coco Velvet Lace Abaya: £30

Other products are listed with discount codes and promotional offers through third-party platforms like Checkmate, suggesting the brand runs regular promotions and offers.

The brand’s “free size” approach also offers value, as garments are designed to fit a range of body types without the need for multiple size options.

Where to Shop

The Fash Focused App

The primary way to shop Fash Focused is through its mobile app, available on the Apple App Store and Google Play. The app offers the full range of products, with app-only discounts and early access to new drops.

The Fash Focused Website

The brand’s website, fashfocused.com, offers the full collection, including dedicated sections for abayas and other categories.

Physical Location

Fash Focused has a physical presence at the Wakerley Centre in Leicester, at 101-103 Margaret Road, Leicester, LE5 5FW.

Third-Party Platforms

Fash Focused products are also available through Shop.app, where select items like the Deema abaya and Layla abaya are listed. Discount codes and promotional offers are available through platforms like Checkmate.

The Modest Fashion Context

Fash Focused operates within the broader modest fashion market, which has grown significantly in recent years. The brand’s approach reflects a wider cultural shift toward “modern modesty,” where modest dressing is seen not as a restriction but as a style choice.

As the brand itself puts it, the goal is to offer “thoughtfully curated collections that blend style, comfort, and coverage” for women who “value confidence, class, and covered style”. This positions Fash Focused alongside other brands in the modest fashion space, though its focus on co-ords, abayas, and dresses gives it a distinct identity.

The brand’s UK manufacturing base, with abayas “crafted in Britain,” is a notable feature. It aligns with growing consumer interest in locally made and ethically produced fashion.

Common Mistakes to Avoid

Mistake 1: Assuming All Sizes Fit the Same
While Fash Focused uses a “free size” system for many products, the fit range varies by item. A co-ord listed as free size UK 8-12 will fit differently to a kaftan listed as free size UK 10-18. Always check the specific product’s fit range and model measurements.

Mistake 2: Ignoring Fabric Care
Many Fash Focused garments require gentle care, including machine washing at a maximum of 30°C and avoiding tumble drying. Check the care label before washing.

Mistake 3: Overlooking the App
The Fash Focused app offers benefits that are not available through other channels, including app-only discounts and early access to new drops. If you are a regular shopper, the app is worth downloading.

Mistake 4: Not Checking the Model’s Height
The model’s height and size are provided on product pages for a reason. If you are significantly taller or shorter than the model, the garment may fall differently on you.

Mistake 5: Assuming All Modest Fashion Is the Same
Fash Focused has a specific aesthetic, characterised by elegant co-ords, flowing abayas, and contemporary modest styles. It is not a general fashion brand. Understanding the brand’s identity helps you know whether it is right for you.

Actionable Recommendations

1. Download the app. The Fash Focused app offers the full collection, app-only discounts, and early access to new drops. It is available on both iOS and Android.
2. Check the free size ranges. Many products are listed as free size, but the fit range varies. Always check the specific product’s size guidance and model measurements.
3. Start with a co-ord. The brand’s co-ords are versatile, comfortable, and designed for both everyday wear and occasions. They are a good introduction to the brand.
4. Explore the abaya collection. Fash Focused offers a range of abayas, from open styles for layering to closed styles for full coverage, all crafted in Britain.
5. Check the fabric composition. Different products use different fabrics, from breathable crepe and chiffon to polyester and viscose blends. Choose based on your preference and the season.
6. Follow the care instructions. Most Fash Focused garments require gentle machine washing at 30°C. Always check the specific care label.
7. Look for promotional offers. The brand runs regular promotions and discount codes through platforms like Checkmate.
8. Visit the Leicester location if you are local. Fash Focused has a physical presence at the Wakerley Centre in Leicester.

Frequently Asked Questions

What is Fash Focused?
Fash Focused is a UK-based modest fashion brand and shopping app offering “elegant, contemporary fashion designed for the modern woman.” It focuses on “flowing silhouettes, longer lengths, and stylish layers” and describes its aesthetic as “modern modesty”.

Who owns Fash Focused?
Fash Focused is operated by One Nine Media Group LTD, a company registered in London.

What products does Fash Focused sell?
Fash Focused sells a range of modest fashion pieces, including abayas, co-ords, dresses, and kaftans. The brand describes its collection as “elegant co-ords, dresses and abayas designed for everyday to occasion”.

Where can I buy Fash Focused?
Fash Focused is available through its mobile app on the Apple App Store and Google Play, its website at fashfocused.com, and at its physical location in Leicester. Select products are also available through Shop.app.

Does Fash Focused have a physical store?
Fash Focused has a physical presence at the Wakerley Centre, 101-103 Margaret Road, Leicester, LE5 5FW.

What sizes does Fash Focused offer?
Many Fash Focused products use a “free size” system. For example, the Neva Printed Coord is free size UK 8-12, the Navy Floral Chiffon Silk Coord is free size UK 8-16, and the Pasa Kaftan is free size UK 10-18.

What fabrics does Fash Focused use?
Fash Focused uses a range of fabrics including crepe and chiffon for abayas, polyester blends for co-ords, viscose blends for statement pieces, and linen blends for kaftans.

How should I care for Fash Focused garments?
Care instructions vary by garment, but the brand generally advises machine washing at a maximum of 30°C on a gentle cycle, not bleaching, not tumble drying, and not dry cleaning. Always check the specific care label.

Does Fash Focused have an app?
Yes. The Fash Focused app is available on both the Apple App Store and Google Play. It offers the full collection, app-only discounts, and early access to new drops.

What is the Fash Focused aesthetic?
Fash Focused describes its aesthetic as “modern modesty,” characterised by “flowing silhouettes, longer lengths, and stylish layers.” The brand aims to offer fashion that “blends style, comfort, and coverage” for women who “value confidence, class, and covered style”.

Conclusion

Fash Focused is a UK-based modest fashion brand that has built a distinct identity around the concept of “modern modesty”. From its curated collections of abayas, co-ords, and kaftans to its dedicated mobile app and physical presence in Leicester, the brand offers a thoughtful approach to dressing that balances elegance, comfort, and coverage.

The brand’s strengths lie in its clear aesthetic, its emphasis on inclusive sizing through the “free size” system, its focus on UK manufacturing for abayas, and its commitment to making modest fashion accessible through technology. For women seeking contemporary modest clothing that feels both stylish and true to their values, Fash Focused offers a compelling option.

Whether you are shopping for a co-ord for everyday wear, an abaya for a special occasion, or simply exploring the brand for the first time, the Fash Focused app and website provide a seamless way to discover the collection. Check the free size ranges, review the fabric compositions, and follow the care instructions to get the most from your garments.

The most important takeaway is this: Fash Focused is not simply a retailer. It is a brand with a point of view, built around the belief that modest fashion can be modern, elegant, and empowering. For those who share that belief, the brand offers a welcome addition to the fashion landscape.

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