Excuse us while we pop out to snap up the whole collection.
Leading brands such as Dolce & Gabbana and Nike have embraced modest fashion in recent seasons – and another is joining the movement.
High street favourite H&M has just released its first modest clothing line, with the range landing just in time for Ramadan.
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The LTD Collection focuses on “modern and elegant Spring/Summer pieces”, the Swedish giant said in a statement, with the ultra-feminine range debuting online and at selected stores around the world on May 3.
It’s a two-part collection, with a second drop set to be released on May 24 (part-way through the Holy Month, if the estimated start date of May 17 comes to fruition).
The seasonal line features a number of pieces with hemlines below the knee and longer-length sleeves, with maxi dresses, kaftans and co-ords all making the sartorial cut.
“We were very much driven by a love of colour, embellishment and self-expression,” Pernilla Wohlfahrt, H&M’s head of design, said in a statement.
“There’s a confidence and positive feeling throughout the entire collection, from the flowing silhouettes to the head-to-toe prints, that women all over the world will really relate to.”
Think layered marigold separates, ruffled blouses and shimmering jacquard fabrics, with leafy greens set to debut in the second release later this month.
The Spring/Summer range also comes with a “mini-me” line of garments for kids, in a bid to “offer something for everyone”.
“Today H&M is present in 69 markets, and we want to be diverse and inclusive to all the markets where we operate,” Wohlfahrt added to Glamour magazine.
‘We have seen a growing interest in modest fashion in general for a long time, and wanted to create this collection as an option to our customers that are interested in modest dressing.’
Of course, it’s not the first nod the Scandi brand has given to modest dressers, famously snapping up hijabi model (and Emirates Woman cover star) Mariah Idrissi for a 2015 campaign.
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The exclusive collection is only around for a limited time (as the name would suggest), so you better be quick if you want it…
Images: H&M
