Boohoo launches first ‘modest’ clothing collection

Boohoo has launched its first modest collection in collaboration with Graduate Fashion Week student Sameera Mohmed.

Featuring over 30 pieces, including shirts, high-waisted trousers, headscarves, maxi dresses and jeans, the collection has been designed with modesty in mind.

The concept behind Mohmed’s collection was “to create a diverse, more sustainable and modest clothing range which caters to all women no matter their race and belief,” the graduate said.

As part of its wider commitment to mentorship and education within the fashion industry, Boohoo partnered with Graduate Fashion Week in October 2021 to launch a competition to find upcoming talent to design a more sustainable commercial range for the fashion retailer.

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Students were asked to design a collection with a focus on sustainability with the winner having their collection sold on and receiving a £3,000 cash prize.

Sameera Mohmed, a student at the University of Central Lancashire won the competition, with her entry focusing on combining modest clothing and sustainability.

“Sameera’s work really stood out to us when reviewing all of the entries, the focus on modest clothing as well as sustainability was refreshing and something that ties with our journey in actioning solutions to a more sustainable boohoo future,” Boohoo design manager Penny Armstrong said.

“We loved that Sameera really looked at the website as a customer and identified products that we need to include in our more sustainable ranges.

“I think Sameera really tapped into our Boohoo values and the mood, ideas and product were true to our ever expanding customer base whilst also being ready for the future.”

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