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boohoo's First-Ever Modest Collection Features Sustainably Sourced Materials
Global brand boohoo’s price today is not the same as it was in the beginning stages of its manufacturing days. From their collaborations with Ming Lee Simmons, Hennessy Carolina’s holiday collection, and even Rae Sremmurd’s Swae Lee’s tracksuit collection for boohooMAN, boohoo continues to flex its partnership muscles by giving influencers and designers the chance to show off their style with debut 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 introduced its first-ever modest collection on June 21, 2022.
“The inspiration behind my collection was basing it all around my beliefs of dressing modestly. I noticed that Boohoo was lacking a diverse, modest range, and I also wanted to create a collection that included more sustainable materials,” Mohmed told ESSENCE exclusively. “This gave me the chance to create a capsule collection that was more sustainable yet modest.”
She continued, “I have always liked dressing my best. As I was growing up and learning more and more about modesty in my religion, it made me realize that you can dress modestly yet be fashionable.”
As part of boohoo’s wider commitment to mentoring and educating the next generation of designers in the fashion industry, the global brand partnered with Graduate Fashion Week in October 2021 to launch a competition to find upcoming talents to design a more sustainable commercial range for boohoo, according to a press release sent to ESSENCE. As part of the competition, students were asked to curate a sustainability-centric collection including four complete outfits, with a grand prize of having their collection sold on boohoo.com and receiving a £3000 cash prize. Mohmed, who is a graduate of the University of Central Lancashire, reigned victorious with her fearless modesty collection.