Modest fashion, which has been defined as a fashion that “incorporates styleconsiderations into the quotidian practices of everyday religion” has triggerednumerous reactions from politics and intellectuals in France since 2015. Consideringsuch an intense debate, fashion retailers have to face a dilemma: should they – and ifso, how – offer modest fashion lines to seize the opportunity of an important demand,but at the risk of alienating nontargeted consumers? Building on an exploratory studyand literature on nontargeted consumers’ response, we develop a conceptual model ofthe attitude towards modest fashion of French consumers of the majority group. Wetest this this model through a quantitative survey. The results highlight the influence ofvalues, age and involvement in fashion on their attitude. More interestingly, thisinfluence appears to be mediated by perceived similarity. We formulate managerialimplications for fashion retailers established in France.