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Everything We Know About H&M’s New Modest Line

H&M debuts its new modest line, entitled H&M LTD Collection, just in time for Ramadan. The limited edition womenswear and kidswear range, which focuses on covered-up dressing, will be available in stores on May 24th.

“With the inception of the H&M LTD Collection, we were very much driven by a love of color, 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 Pernilla Wohlfahrt, H&M’s Head of Design in a statement.

The garments, while engineered for modesty (long sleeves and hemlines,) have all the flair of any other H&M collection— bright colors, cozy fabrics, etc. Featuring coordinating tunic and trouser sets, breezy kaftans in lightweight fabrics, and long, floral-printed dresses, the all-inclusive line is an exciting development for the industry. The line will likely prove to be good news for H&M’s 2018 revenue as well. According to a report by Thomson Reuters, Muslim shoppers are estimated to spend US $484 billion by 2019.

H&M joins the ranks of other fashion brands to revamp their strategies in an effort to appeal to the shopping habits of Muslim clientele. In recent years, brands such as Nike, Dolce & Gabbana, DKNY, Mango, and Oscar de la Renta have all produced modest collections, often sold around Ramadan.

Peruse the slides ahead to discover the full H&M LTD Collection.

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