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H&M launches first modest clothing collection

This is the brand's first official foray into modest clothing 

Chelsea Ritschel
Wednesday 02 May 2018 17:20 BST
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The new collection is available May 3 (H&M)
The new collection is available May 3 (H&M)

Clothing brand H&M is releasing a modest clothing collection, set to debut on May 3, in an effort to appeal to a global consumer.

The modest fashion line, the first for the brand, will be called LTD Collection and feature a two-part collection, with the other designs set to release May 24.

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.

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.

This is the brand's first modest fashion (H&M)

And, according to Wohlfahrt, they expect the new line to do quite well, considering the success H&M has had in the past with a modest-inspired release, including a 2015 campaign which featured Mariah Idrissi, a Muslim woman wearing a hijab.

The collection is exclusive for spring (H&M)
The collection will be released in two parts (H&M)

The retailer is also confident the new line, with its billowing skirts and bright colours, will appeal to all shoppers, even those not interested exclusively in modest clothing.

All of the pieces in the LTD Collection, which includes dresses, skirts, and pants, feature hems that reach from mid-calf to ankle and prices range from $59.99 to $129 (£44 to £94).

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