boohoo launches the very first Modest collection


The price of global brand boohoo today is not the same as when it was first produced. From their collaborations with Ming Lee Simmons, Hennessy Carolina’s vacation collection, and even Rae Sremmurd’s Swae Lee tracksuit collection for boohooMAN, boohoo continues to flex its partnership muscles by giving influencers and designers the chance to show off. their style with first collections. Now they’re doing something a little different to serve a larger community in a big way. Designed by 20-year-old Sameera Mohmed, the fast-fashion retailer officially presented its first-ever modest collection on June 21, 2022.

“The inspiration behind my collection was based on my belief in dressing modestly. I noticed that Boohoo lacked a diverse and modest range, and I also wanted to create a collection that would include more sustainable materials,” said Mohmed exclusively at ESSENCE “It gave me the chance to create a more sustainable but modest capsule collection.”

She continued, “I have always liked to dress my best. As I grew older and learned more and more about modesty in my religion, it made me realize that you can dress modestly and still be fashionable.

As part of boohoo’s broader commitment to mentoring and educating the fashion industry’s next generation of designers, the global brand partnered with Graduate Fashion Week in October 2021 to launch a competition to source future talent to design a more sustainable business line for boohoo, according to a press release sent to ESSENCE. As part of the competition, students were asked to curate a sustainability-focused collection comprising four complete outfits, with a grand prize for selling their collection on and receiving a cash prize of 3,000 £. Mohmed, who graduated from the University of Central Lancashire, reigned victorious with her collection of fearless modesty.

As part of her earnings, Mohmed was mentored by boohoo Design Manager Penny Armstrong to bring her collection to life from concept to production. Additionally, the young designer had the opportunity to visit boohoo’s head office in March 2022 to meet the design team and view samples of her collection ahead of the collection launch in June 2022.

“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 into our journey towards actionable solutions for a more sustainable boohoo future,” Armstrong said in a press release. . “Sameera really tapped into our Boohoo values ​​and the vibe, ideas and product were true to our ever-expanding customer base while being ready for the future.”

When it comes to the aspect of sustainability, Mohmed made sure production was top of mind. The Graduate Fashion Week collection includes sustainably sourced materials, including recycled polyester and recycled cotton. The collection includes matching suits and tracksuits, satin dresses, modest swimwear and oversized poplin dresses – all for the modern, fashion-forward woman to indulge in at affordable prices and fast delivery. .

According to Mohmed, the Modesty collection was inspired by influencer Batul Bazzi because of her constant demonstration that “modesty can always be in fashion”. She continued: “I think it’s important to show that modesty can still be in fashion because it’s a way of dressing for my religion and expressing myself in a fun and funky way shows that she is not just for Muslims, but is diverse for women of all culture and religion”.

As she reflected on her growth as an aspiring young designer, Mohmed shared with ESSENCE a styling tip she would give to herself younger. “I would tell him to go! Try different pieces together and style them to make them fashionably modest,” she confidently told ESSENCE. “Not all clothes need to be revealing to be considered fashionable!”

For more from Sameera Mohmed and the inspiration behind Boohoo’s modest debut collection, watch the official Graduate Fashion Week video below on the fashion brand’s official YouTube channel.

TOPICS: Boohoo modest clothing


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