H&M(odesty): The latest brand to join the movement

Big whoop for the Scandi high-street behemoth, whose first ever modest line launches online today
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H&M(odesty): The latest brand to join the movement

In this year alone, Grazia has advocated for a number of game-changing events that have revolutionised the modest fashion industry; from The Modist’s new in-house brand, Layeur, to Dubai's modest fashion festival, Pret-a-Cover Buyers Lane. But if you thought this year couldn't possibly get any more pioneering, your inner activist will be jumping for joy today.

Fashion giant H&M is releasing its first ever modest line, LTD Collection, and it drops today in all H&M stores across the Middle East. It seems the fashion powers that be are looking favourably upon us.

Following in the footsteps of brands Nike, American Eagle and Uniqlo who have all launched modest lines in the past, H&M aims to help breed more diversity and inclusivity within the market. But this isn’t its first foray into modest territory, as 2015 saw the release of its first-ever campaign featuring hijabi model and Grazia Girl Gang advocate for modest living, Mariah Idrissi. Three years later, they've released a fully fleshed-out modest line. Better late than never, eh?

H&M(odesty): The latest brand to join the movement

The collection features floaty kaftans and long-sleeved tunics, and if those haven’t caught your attention, we’re sure that the floral, embroidered, sparkly ones will. Pernilla Wohlfahrt, Head of Design at H&M, explained, “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."

If you just weren’t sufficiently mentally prepped for today’s drop, mark your calendar for the next one on 24 May.

Photos: Supplied