H&M Expands Inclusivity Offering To Cater For ‘Modest’ Market

H&M Expands Inclusivity Offering To Cater For ‘Modest’ Market
Fashion & Apparel

The fashion retailer's LTD collection offers greater targets muslim women and other customers who wish to dress more traditionally.

Matt Vitone
  • 25 may 2018

The fashion industry, however begrudgingly or frustratingly at times, is increasingly moving more towards inclusivity, be it offering wider size selections to flatter an array of different body types, or the creation of unisex items that can be worn by people of any gender. Now H&M is hoping to be more culturally inclusive with the launch of its new LTD collection, a range of modest clothing for women who wish to cover up and show less skin.

The new collection uses a variety of light, airy fabrics in shades including lilac, blue and shimmery gold that are ideally suited for summer. Taking inspiration from around the world, kimono dresses and loose-fitting pants are complemented by ruffled blouses and tunic tops, as well as long skirts and kaftan-style gowns featuring modern prints and shapes.

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, in a statement.

She also noted that the retailer already offered a number of “modest styles” prior to this point, and that the new collection simply helps shoppers looking for modest clothing better identify their options. This is not the first time the Swedish company has appealed to Muslim women. In 2015, for instance, the brand featured British model Mariah Idrissi, a Muslim woman of Morrocan and Pakistani descent, wearing a hijab for the first time in one of its advertising campaigns.

With the new collection, H&M joins other large multinational apparel retailers, such as Nike, in the growing modest fashion market. In the wake of the line’s debut, many on social media hailed the collection as a genuine step towards being more inclusive. Others were more skeptical. On Twitter, some users were not so hot on the designs, while others questioned H&M’s motives altogether:

Still, the retailer did receive a lot of support as well, with many indicating that the collection gives women shopping for modest clothing more options.

The LTD collection, which was released in two parts earlier this month, is available now at select H&M stores and online.

H&M

The fashion industry, however begrudgingly or frustratingly at times, is increasingly moving more towards inclusivity, be it offering wider size selections to flatter an array of different body types, or the creation of unisex items that can be worn by people of any gender. Now H&M is hoping to be more culturally inclusive with the launch of its new LTD collection, a range of modest clothing for women who wish to cover up and show less skin.

+apparel
+Brand Introduction
+consumer goods
+Design
+Diversity
+Europe
+Fashion
+fitness / sport
+H&M
+inclusivity
+nike
+product experience
+retail
+Sustainability
+UK

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