In a bid to cater for the needs of modest shoppers, H&M launches their first modest collection today. They join other top clothing brands such as Nike, Macy and American Eagle to sell outfits fit for the modest shopper.
The exclusive collection launches online today (May 3) and the second collection slated for May 24. LTD Collection is H&M’s first designed expressly with modest fashion in mind. The collection would feature embroidered pieces, flowy pieces, kaftan dresses with sleeves and hems.
According to Pernilla Wohlfahrt the head of design at H&M, revealed that consumer interest in modest dressing had increased in recent years which led to the launch of modest fashion by the brand.As she states, “Today H&M is present in 69 markets, and we want to be diverse and inclusive to all the markets where we operate. We want to be able to offer something for everyone”. She stated.
Women’s apparel prices range from $59.99 to $129; accessories will run from $34.99 to $49.99. In 2015, H&M released a modest-inspired line which featured Mariah Idrissi, a Muslim woman wearing hijab.
Image credit: H&M