H&M is releasing a new modest clothing range today, just in time for summer.
In a bid to appeal to a wider global consumer, the high street brand is bringing out a two-part collection of long-sleeved, long-hemmed clothes.
Its going to be called the LTD Collection, and its being launched in response to a customer-led increase of interest in modest clothing.
Today H&M is present in 69 markets, and we want to be diverse and inclusive to all the markets where we operate, H&Ms head of design, Pernilla Wohlfahrt, tells Glamour.
We want to be able to offer something for everyone.
The line is only going to be available online and is exclusive to the spring collection – so get ready to see all kinds of flowing designs and floral motifs.
This isnt the first time that H&M has put Muslim beauty and fashion front and centre; in a 2015 campaign, the fashion giant featured Mariah Idrissi, a hijabi.
The LTD Collection includes dresses, skirts and trousers which are bound to appeal to all kinds of women – not just those interested exclusively in modest fashion.
Prices range between £44 and £94.