The Swedish retailer, H&M, have launched their new ‘inclusive” and “diverse” modest fashion line, in 69 countries worldwide. The first half of the capsule collection was released on the 3rd of May, the second collection will drop, on may 24th as eager fans of the retailer anticipate the reveal. The capsule collection has been labelled LTD and is the first of its kind in the modest fashion market. According to Teen Vogue, company giants: Macy’s, Nike, and American Eagle have also ventured into more modest options for their shoppers, in their capsule collections, and have been greatly successful.

Pernilla Vohlfahrt, head of design at H&M, told Glamour magazine that “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.” The line itself is teamed with silk, embroidery,  and brocade, with south-east Asian layering, and wide silhouettes, that present themselves as largely elegant long sleeves and midi to long length floaty dresses.

Here is what Twitter thought

WOW. https://t.co/nJwqkreK4N

— Mona (@_Dbeautifulmess) May 7, 2018

https://twitter.com/_Tunisian_Rose_/status/993325012479283200

I'm not going to #whataboutism on this because bravo for inclusivity, but it'd be great if @hmunitedkingdom could also make clothes for those with #accessibility needs! #Disability https://t.co/Yft5BPA7sB

— suswatibasu.bsky.social (@suswatibasu) May 2, 2018

Yup, Sweden is just about conquered. H&M is a Swedish clothing-retail company that apparently caters to Islam.

Surprisingly no hijabs. Maybe next season ¯_(ツ)_/¯ https://t.co/JHXqoknCqV

— 𝐏𝐎𝐓𝐔𝐒 中国间谍 𝕮𝖍𝖗𝖎𝖘𝖙𝖎𝖓𝖆 𝕱𝖆𝖓𝖌 (@carrerapulse) May 7, 2018

All of the clothes I’ve seen so far from the new H&M modest fashion line that’s launching are ugly fam. Keep your inclusivity and diversity and say it with your chest that you just wanna make money with our ideas smh.

— nasima ‘bad b’ bee poet (@nasimabee) May 7, 2018

https://twitter.com/_courtneyblvk/status/993698559827394562

https://twitter.com/philipcuzman/status/993690598522671104

https://twitter.com/ASDyke_/status/993718545702948864

Brilliant way to widen their consumer base 👌🏽 Look forward to seeing other high street stores follow https://t.co/O6AVXhZDdR

— Amena (@amenaofficial) May 7, 2018

https://twitter.com/ysmnox/status/993856988378533891

While I am iffy about using the word “modest” (cause the opposite, immodest, implies “bad”), I think this is a good idea. Those, like myself, who prefer to dress more covered up need more options. I hate having to layer in the summer. https://t.co/NQASLWvbBr

— AJ . (@SassyRaptor) May 7, 2018

https://twitter.com/YeezusTeachUs/status/993603769001807874

This is super interesting! Summer is *the worst* time to buy clothes for people like me. But I do wonder at their timing (just before Ramadan begins…) The #muslimpound in action perhaps? https://t.co/yrAa9JVvkN

— Rumana (@lil_pomegranate) May 7, 2018

https://twitter.com/punchworm/status/993611433748389891

https://twitter.com/abdouggg/status/993994945005588480

Oh and since I’m ranting about fashion, to everyone taking about how they don’t want the H&M modest line ITS NOT FOR YOU. its for Muslim women who dress modest every day of their lives. They just didn’t want to come out and say it.

— BIG RIK (@RikkiImani) May 8, 2018

https://twitter.com/aimiekins/status/993815241267073025

Highkey looks like shalwar kameez but still Muslim girls it's time for us to prosper 👀👌🏽 https://t.co/k7kLFuhnyn

— Mahwish Quraishi (@MahwishQ) May 8, 2018

https://twitter.com/tasbethhh/status/993612031029858304

H&M Is new 'Modest Fashion' Line is all about ugly, ill-fitting and unflattering clothes

— Sachal Distauns (@Beyuktiful) May 7, 2018

https://twitter.com/80scooliehigh/status/993683302040162305

Have an opinion about H&M’s new capsule collection? Write in to us at contribute@amaliah.com

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