Boohoo launches first ‘modest’ collection
Online fashion retailer 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 range has been designed with modesty in mind.
As part of its wider dedication 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 retailer. Students were asked to design a collection with a focus on sustainability with the winner having their collection sold on boohoo.com and receiving a £3,000 cash prize.
Penny Armstrong, Boohoo design manager, said: “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.
“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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