Global fashion giant H&M is tapping into the burgeoning modest fashion market with a new collection that has dropped online and in select stores, with further items arriving later this month.
The H&M LTD collection features kaftan-style dresses, kimono dresses, long statement skirts, and ruffled blouses or tunic tops with coordinating trousers. Fabrics and details include intricate embroideries, tulip prints, shimmering and softly draped fabrics and jacquards.
In the first drop, the colour palette features pomegranate red and lilac pink alongside summer whites and deep blues. For the second drop on 24 May, leafy greens and spicy yellows will be introduced alongside shimmery gold and silver, and pale lilac.
The collection will also feature a range of “mini-me” accessories and clothing for children and it is being made available online and in select stores globally.
“With the inception of the H&M LTD Collection, we were very much driven by a love of colour, embellishment and self-expression. 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,” said H&M head of design Pernilla Wolfahrt.
H&M’s move follows that of a number of brands to introduce items and collections suitable of the modest market, including sportswear giant Nike. Last year British-based etail start-up The Modist launched offering an edit of luxury brands for wearers of modest fashion, followed by the launch of INNERMOD which offers trend-led, affordable modest fashion for the 25-35 year old.