Photographed by Emmie America for Vogue Arabia
Just in time for Ramadan, H&M has launched a limited collection for women and young girls, H&M Limited Edition. Think embroidery jacquards, embellishments, and elegant modest wear in free-flowing silhouettes to celebrate the festive season. To know more about the collection, we sat down with Maria Östblom, the head of womenswear at H&M.
Photographed by Emmie America for Vogue Arabia
What is the thought process behind designing a limited edition collection around Ramadan and Eid?
We wanted to create a collection to celebrate the season. Our customers are looking for festive and colorful fashion at this time of year, and for us it is important to offer what our customers are looking for.
Where did you find the inspiration for the H&M Limited Collection?
The collection is inspired by the Middle East and its love of color, embellishment, and self-expression.
The first drop is a modern take on festive clothes, rich in both details and graphics and with a focus on embroideries and broderie anglais. The layering to create the full look is important, dresses over trousers soft lightweight materials such as linen and viscose.
Photographed by Emmie America for Vogue Arabia
Photographed by Emmie America for Vogue Arabia
For the second drop, which launches in May, the focus is on shimmering fabrics, embellishments and embroideries in qualities that add lightness as fluid viscose, silk sateen, and brocades. With inspiration from Art Deco as well as modern florals, this is an all-in party and celebration wear collection. Kimonos and dresses with mixing and pairing contrast panels, with color combinations in natural mid-tones with lighter shades and pastel tones.
Photographed by Emmie America for Vogue Arabia
Photographed by Emmie America for Vogue Arabia
What were the design elements that you were keen to incorporate into the collection?
In this collection, you find lots of color, details, embellishment, and fine materials. The key items are the kimonos, caftans tunics, and long floaty dresses, all in lightweight, airy, and drapy materials.
Photographed by Emmie America for Vogue Arabia
Is this a modest wear collection?
Fashion today is global and takes its inspiration from all over the world. At H&M, we have fashion for everyone, no matter her personal style. Throughout the entire collection, there’s a confident and positive feeling from the flowing silhouettes to the head-to-toe prints, that women all over the world will really relate to.
Photographed by Emmie America for Vogue Arabia
Do you think the modest fashion movement is catered for significantly enough?
There are many fashion directions going on at the same time and we hope that we can offer fashion to many customers to make them look and feel good about themselves.
H&M Limited Edition is available in selected H&M stores and on hm.com.
Photographed by Emmie America for Vogue Arabia
Photographer: Emmie America
Stylist: Danica Zivkovic
Hair and makeup artist: Manuel Losada
Production: Camilla Fitz-Patrick
Location: Qasr Al Sarab Desert Resort by Anantara
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