H&M launches modest capsule collection LTD
In early May H&M launched their first ever modest capsule collection for spring. Available under the name LTD, half of the collection is on virtual shelves now, the second half will be dropping on the 24th – so mark your calendars.
With this capsule collection H&M is following in the footsteps of other major retailers who have already led the way, such as Nike, Dolce & Gabbana and Debenhams. “We have seen a growing interest in modest fashion in general for a long time, and wanted to create this collection as an option to our customers that are interested in modest dressing,” Pernilla Vohlfahrt, head of design said speaking to Glamour. “Today H&M is present in 69 markets, and we want to be diverse and inclusive to all the markets where we operate. We want to be able to offer something for everyone.”
Though this is a new collection for H&M it isn’t their first venture into modest fashion. In 2015 H&M made headlines when it featured hijab wearing model Mariah Idrissi in one of their campaigns.
H&M has been including modest items in their range for a while. “We decided for spring to bring together these items under one cohesive collection, for customers interested in modest fashion to easily find and shop these items,” Wohlfahrt says.
In fairness, the LTD Collection won’t be hard to miss. “With the inception of the H&M LTD Collection, we were very much driven by a love of color, embellishment, and self expression,” Wohlfahrt explains. The collection features beautiful flowing light garments in popping colours – perfect for spring. Wohlfahrt further states that the designs was designed as a viable option for any shopper, “the intention with this collection is to offer fashion for everyone, no matter what their personal style.”
If you’re interested in the LTD Collection you’ll want to head online right now as it will only be available for a limited time (the clue is in the name) and won’t be available in store.