PrettyLittleThing taps into modest fashion market

Fast-fashion e-tailer, PrettyLittleThing has tapped into the modest fashion market after unveiling its first modest edit.

The fashion retailer said it was releasing a Modest Clothing Edit after it launched in the Middle East.

PLT said the new modest edit is a part of its ongoing commitment to diversity, “catering to all shapes and sizes, over a vast market and geographically international audience”.

The modest wear category it adds will offer “something suited for everyone” from signature everyday staples to occasion wear with a range of dresses featuring maxi lengths to long-sleeve designs.

The modest edit also features modest sportswear and swimwear, including a sports hijab, as well as headscarves, wide-leg trousers, plain abayas, and eveningwear dresses.

PLTs ecommerce model Billy Macal shared her fronting the collection on her twitter feed and has gained over 59,000 retweets since.

Speaking on the collection, PLT said: “Following our successful launch into the Middle East we are delighted to be launching our ‘Modest clothing’ collection on site. Our ethos of ‘EveryBODYinPLT is extremely important to us, so it’s been amazing seeing such positive customer feedback and working with models who represent all of our customer base.”