H&M Launches New Modest Clothing Line

The past year has been a banner year for modest dressing. Halima Aden became the first-ever hijab model to grace the cover of Allure magazine, major brands such as Nike and American Eagle have created their own mass-market versions of the hijab, and plenty of modest-leaning indie brands have popped up, highlighting a shift towards the fashion industry’s acceptance of diversity. Now, H&M has responded in a big way by producing their own modest line called The LTD Collection. However, there’s a catch; it won’t be available for long and you can only shop it online.

In an interview with Glamour, Pernilla Wohlfahrt, the head of H&M Design, expressed that an increased consumer interest in modest dress inspired them to create a collection that would be appealing to that demographic: “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 LTD Collection combines ruffled statement skirts, kaftan dresses, and sensible white blouses, with draped fabrics and jacquard prints, which showcase that of course you can be modest and fashionable at the same time. Prices are standard for the brand, ranging from $59.99-$129 for women’s apparel and $34.99-$49.9 for accessories. Wohlfahrt emphasized to Glamour that the LTD Collection incorporates conservative silhouettes with H&M’s trend driven aesthetic, making it an option for anybody who loves fashion.

It’s great to see H&M fill a gap in the market by providing modest options for consumers, but hopefully they’ll offer it in their stores as well the next time around, instead of exclusively online.

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