Orthodox Jewish women follow three core rules of modesty, or tznius: a garment’s neckline should extend to the collarbone; shirt sleeves should cover the elbows; and skirts must cover the knees. Pants are strictly forbidden, and married women must also cover their heads with a wig, scarf or hat.

While many Orthodox women shop in specialty stores that cater specifically to these guidelines, over the past couple of seasons, they’ve found it much easier to shop for appropriately conservative looks in mainstream chains like Zara and H&M. That’s because tznius is now hip — and Orthodox Jewish women are becoming more fashionable than ever.

"It's amazing how much fashion is shifting,” says Adi Heyman, an Orthodox stylist living in Manhattan, who is starting a blog about conservative fashion. "These days it's easy to dress modestly and be on-trend." Button-up blouses, long-sleeved denim shirts, flowy vintage dresses and pleated maxi skirts are among the items you’ll find in any Zara or Forever 21 right now that Orthodox women are stocking up on this season, she says.

Also popular are airy pastels and vibrant prints, along with bold accessories. “Things like belts and necklaces can change an outfit from being 'blah' to being something really special," notes Sharon Langert, who writes for Orthodox style blog Fashion Isha (isha means woman in Hebrew), which compiles Orthodox-appropriate looks as seen on the runways, in magazines, and on non-Orthodox fashion blogs. “Jewish Orthodox women are fashion savvy — they want to look up-to-date."

Although not all Orthodox women allow fashion magazines in their homes, many do follow runway trends and hunt for style tips on the growing number of Orthodox fashion blogs like Fashion Isha. “If they can afford it, Orthodox women like to get Burberry accessories,” says Langert. “They like that style a lot. In fact, this season of Burberry — almost every single look is modest and it's all so chic.”