Department Store Offering “Cover-Up” Styles Coming Soon

The American Dream mega-shopping complex in East Rutherford, N.J., will soon be home to a department store selling modest clothing for populations that require cover-up styles, Women’s Wear Daily reports. Called ADdress, the store will open in phases, starting on Valentine’s Day.

“ADdress at American Dream will be the world’s first modest clothing department store to cater to Orthodox Jews, Muslims and others who need styles that provide more cover up,” Don Ghermezian, President and CEO of American Dream told WWD. “We have signed over 40 brands from all around the world.

Ghermezian said The ADdress was created by the in-house team at American Dream “because we understand our market, which we know is rich in culture. This was a way to bridge the fashion gap and provide a convenient one-stop shopping experience for the incredible, diverse community where we live and work.”

Most brick-and-mortar sellers of modest fashion brands are small, local boutiques, WWD notes.