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

That's great! It's quite frustrating to go Summer shopping sometimes as it seems the past few trends have been mostly focused on booty shorts and crop tops! https://t.co/MglgsGzqxV

— Elissa Gisco (@_Tunisian_Rose_) May 7, 2018

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

— Suswati Basu (巴苏) (@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

— Christina Carrera (@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.

— sun dead (@nasimabee) May 7, 2018

Everyone saying H&M’s new modest line is ugly please be aware there are many women who dress modestly for religious and cultural reasons and not everything is about you and what you personally want to wear, other people exist

— sad girl (@_courtneyblvk) May 8, 2018

Pentecostal girls are shaking https://t.co/CoGx1yyPY2

— philip (@philipcuzman) May 8, 2018

White feminism can leave this one the fuck alone, ortho Jewish women and some Muslim women dress like this for religious reasons!! And they deserve pretty summer clothes!! Especially when all high street summer fashion is usually crop tops etc!!

https://t.co/0kSiFpOlzd

— Amber Skye ???? (@ASDyke_) May 8, 2018

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

her wrist are showing but ok https://t.co/CyTfMz6ZRS

— Anti Wendy Williams account (@ysmnox) May 8, 2018

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

— A.J. Chaudhry (@SassyRaptor) May 7, 2018

not to be dramatic but the H&M modest line is atrocious.
I like the idea, but they executed it SOO wrong,, the fabric looks like it could tear from one scrape. looks so cheap and plain ugly ☕️ pic.twitter.com/NaC36doLn6

— ???????????????????????????? (@YeezusTeachUs) May 7, 2018

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

this is a fabulous concept & a great solution for people not comfortable showing a lot of skin in warmer weather but the “modest” branding sucks bc the term has developed a sexist connotation in women’s fashion that says covering up is more Appropriate :/ https://t.co/wqGHR6wN1j

— Nia (@punchworm) May 7, 2018

So H&M is starting a modest fashion line after I was made fun of my whole life for how I dressed but they’re gonna slap some white girls to model and call it a day

— its still me, sorry im just sad rn (@abdouggg) May 8, 2018

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.

— Rikki. (@rikki_imani) May 8, 2018

i really wanted to hate the h&m “modest” fashion line for so many reasons but honestly the fits are fire. then again they pay their workers minimum wage so maybe i’ll just snap some screenshots and gice them to a good khayyata lmao✌????

— stone cold steve austin (@aimiekins) May 8, 2018

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

We are all about to have the same eid outfit #twinziessss #jktakeoffmyoutfit https://t.co/YoCD9jCvvA

— Tas Othman (@tasbethhh) May 7, 2018

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

— why? (@Beyuktiful) May 7, 2018

Looks like something my grandmother already owns https://t.co/HRY9aj9xxD

— canon_beauty☥ (@80scooliehigh) May 8, 2018

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

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