Clothing brand H&M has released a modest clothing collection to appeal to a global consumer.
The modest fashion line, the first for the brand, will be called LTD Collection. It will feature a two-part collection, the first having been released on 3 May, the other designs set to be released on 24 May.
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.
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 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.