Fifteen years ago, Rebecca Vallance landed her first wholesale account: Harvey Nichols Riyadh: Now the Australian designer is reinvesting in that target market with her most ambitious play yet — a dedicated modest dressing collection launching globally Dec. 1 at Harrods, Ounass, Net-a-Porter, Mytheresa and other major global retailers.
The launch strengthens the brand’s reputation for sophisticated occasion-wear targeting a market which values the category. “We’ve been looking at all our direct-to-consumer sales online, and we’re shipping a lot to the Middle East,” Vallance told WWD in an exclusive interview. “At certain times of the year, for different cultures, for different reasons, we were seeing more of this covered, modest-dressing look. So we thought, let’s do it properly.”
Her timing is strategic: The global modest clothing market is valued at nearly $97 billion in 2025 and projected to reach $146 billion by 2033, according to Business Research Insights, with the Middle East and Africa accounting for nearly half of demand.
Vallance spent nine months building the collection from scratch, with the intention of doing more than just adding longer sleeves. The range, titled Rococo, features gowns and capes crafted from bonded satin, jacquard and brocade, with high necklines, full-length skirts and sculptural draping that merge structure with fluidity. The Baroque-inspired aesthetic features jewel tones along with intricate embellishments and statement capes, one of which Vallance wore to Fashion Trust Arabia’s awards ceremony in Doha earlier this month.
“When you design into whatever it is, you need to really think about it properly,” Vallance said in an interview. “We were very considered, and we took our time with it.”
Designer Rebecca Vallance at the Fashion Trust Arabia awards gala in Doha.
Standout pieces include the Memphis Gown with pleated sheer sleeves, the Ellerie Cape Gown in deep forest satin, and the Alora Gown featuring delicate embellishment and voluminous sleeves.
Vallance emphasized that while the collection targets the Middle East’s growing luxury consumer, modest dressing transcends regional boundaries. “Even in Australia, we have certain stores that this will be definitely very appropriate for,” she said. “Modest dressing is required globally. It’s not just the Middle East.”
Rebecca Vallance’s modest collection
The designer plans to make Rococo an annual collection, with the possibility of expanding to twice yearly if demand warrants. She is already developing the next iteration for late 2026 and says she believes the appeal is cross cultural.
“This collection celebrates a global woman, one who seeks elegance with intention,” Vallance said. “Modest dressing was created to honor individuality, cultural diversity and a shared appreciation for craftsmanship.”
