Popular clothing brand H&M is the latest clothing brand opening up their brand to include designs for the modest fashion market.
The modest collection which was launched yesterday May 3rd is called LTD Collection and features a two-part collection, with the other designs scheduled to be released on May 24.
LTD Collection is H&M’s first designed expressly with modest fashion in mind.
Following in the footsteps of brands such as Nike, American Eagle, and Macy’s, H&M’s modest collection will feature clothing designs all with long hems and long sleeves.
The range, which is being released globally online and in stores this month, will focus on long floating dresses, kimonos and layered trouser sets. There will also be ‘mini-me’ matching sets for mothers and children.
According to Pernilla Wohlfahrt, head of design at H&M, who spoke to Glamour magazine, the brand is simply giving people what they want – as customer interest in a modest line has increased in recent years.
She said: “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.”
The collection, which will be exclusive to spring and features beautiful flowy designs, will only be available online on the brand’s e-commerce site.
Although this means you won’t be able to try the pieces on before purchasing, it provides the benefit of offering the entire collection in one place for those who want to purchase more than one outfit.
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.