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Ghizlan Guenez

Founder & Chief Executive, The Modist

The entrepreneur is spearheading the global modesty movement, creating a one-stop shop for a more conservative customer.


Ghizlan Guenez is the founder and chief executive of The Modist, the first global e-commerce platform offering luxury fashion to women who prefer to dress modestly, and deemed the Net-a-Porter of modest clothing.

With offices in Dubai and London and shipping to over 120 countries, The Modist aims to address an underserved market of women who want to dress fashionably yet in a demure way, across religions, age groups and ethnicities. Guenez is the first to tap into the growing market, spearheading women’s empowerment and the female gaze.

Originally from Algeria, Guenez grew up between Beirut and Dubai and later attended the London School of Economics. She spent over 10 years working in private equity at The Abraaj Group, focusing on emerging markets and sustainability. The entrepreneur saw a gap between modest women and the luxury fashion segment and the idea of The Modist was born. The website is a one-stop destination for more conservative customers looking for luxury fashion, offering curated collections that fit the modest aesthetic.

From the day it launched — on International Women’s Day in 2017 — The Modist carried 75 brands, including Mary Katrantzou , Peter Pilotto, Marni and Emilia Wickstead . It now counts over 150 brands, with many designers producing collaborations specifically for The Modist, altering their pieces accordingly.

Her work in entrepreneurship, art and sustainability has led to long-standing partnerships with the World Economic Forum, Art Dubai and the Venice Biennale. Guenez has built and spearheaded a programme responsible for the deployment of over $100 million in sustainability programmes across emerging markets.

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United Arab Emirates
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What is The BoF 500?

The people shaping the global fashion industry, curated by the editors of The Business of Fashion, based on nominations and on-the-ground intelligence from around the world.