The apparel industry is becoming a more inclusive landscape and H&M is the latest retailer to offer consumers solutions for modest fashion.
H&M recently launched H&M LTD Collection, a modest apparel range for women’s wear and children’s wear. Some of the line, which features wardrobe staples like spring and summer dresses and layered sets, is already available globally online and in select stores, and the second drop of the collection will come on May 24.
“With the inception of the H&M LTD Collection, we were very much driven by a love of color, embellishment and self-expression,” H&M’s head of design, Ernilla Wohlfahrt, said. “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.”
Core women’s wear items from the collection include kaftan-style dresses, kimono dresses, long statement skirts, tunic tops and ruffled blouses with coordinating pants. Pieces in the collection’s first drop feature a spectrum of bright accents and harmonious hues, including lilac pink, pomegranate red, deep blues and summery whites. For the second drop, leafy greens, spicy yellows, pale lilac and shimmery gold and silver enable versatile garment pairing. The collection’s apparel items also feature detailing, including intricate embroidery on hemlines, softly draped fabrics, jacquards and tulip prints.
On H&M’s U.S. website, the LTD Collection currently features women’s wear apparel and accessories items ranging in price from $34.99 to $69.99. A jacquard weave dress ($69) comes in a rich red shade for warm and breezy nights, and a fluttery white blouse for $59.99 functions as a transition piece between the spring and summer seasons. To compliment the outfits, the LTD Collection also features accessories, like silk scarves. The clothing collection is available in H&M women’s sizes 0 to 14.
The modest collection comes on the heels of a similar move from Macy’s, which debuted a modest apparel line in February. Dubbed the Verona Collection, Macy’s modest lineup features a curated selection of ready-to-wear garments, including hijabs, cardigans, tops, dresses and pants. As a modest clothing brand that emerged from The Workshop at Macy’s, the company’s minority and women-owned business development program, the collection aims to serve as a platform for women worldwide to express their personal identity and embrace fashion trends that suit their lifestyle needs.