Modest fashion label Leem marks key milestone in UK expansion
Modest fashion label Leem is launching its spring/summer 2026 collection on JohnLewis.com, marking a key milestone in its ongoing UK retail expansion.
The brand already has a digital presence on NEXT and Selfridges and has a flagship store at Westfield London, White City.
By distinguishing itself as a label that designs for the fashion-conscious modern consumer, Leem aims to redefine the modest wear market.
Its SS26 collection takes inspiration from the fluidity of the 1970s and the elegance of 1950s silhouettes, viewing femininity through a vintage lens.
Archival shapes are reinterpreted through a modern perspective, with “structured tailoring balanced with fluid movement”. The brand highlights rich textures, refined pleating and hand-crafted detailing as key elements of its pieces.
John Lewis first launched the modest wear category in 2021 with the introduction of Aab, a premium modest fashion brand.
“At John Lewis, we're constantly reviewing our branded curation to ensure we're offering high-quality, premium fashion for all of our customers,” commented Bimbola Akinyole, D2C Buyer at John Lewis, on the launch.
Leem is not the only modest fashion brand currently expanding into the UK. In March, modest wear label IYAL launched on ASOS with 64 styles, marking a significant expansion of ASOS’s modest fashion edit.
ASOS first launched modest wear in 2019, and it soon shifted from a one-off capsule to a permanent category on the site, where customers can filter fashion by “body fit”.
The global modest fashion market is estimated to reach £280 billion by 2025.
