Multinational retailer H&M has become the latest fashion giant to launch a modest clothing line.
Earlier this month, the Swedish clothing brand debuted its first-ever modest collection titled "LTD Collection".
It features two sets of designs, the first of which was released on May 3 while the second part is set to be unveiled on May 25.
The collection caters to all women who prefer to cover up, and most notably Muslim women who wear the hijab.
"We want to be able to offer something for everyone"
Featuring loose pants, kaftans, tunic-style blouses, and maxi skirts, the exclusive spring collection will only be available online.
Speaking to Glamour, Pernilla Wohlfahrt, head of design at H&M, said the company aims to diversify its consumer base and cater to all types of customers.
"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," she said.
Wohlfahrt also noted that the store already offers modest options so they decided to "bring together these items under one cohesive collection, for customers interested in modest fashion to easily find and shop these items."
Idrissi, a London-based blogger, said at the time that she was surprised to have been asked to join the campaign.
"It always feels like women who wear hijab are ignored when it comes to fashion. Our style, in a way, hasn't really mattered, so it's amazing that a brand that is big has recognized the way we wear hijab," she told Fusion.
However, despite being considered a positive move towards diversifying the fashion market, H&M's collection was met with many negative comments online.
Here's what people had to say: