// Boohoo launches its first modest collection in collaboration with Graduate Fashion Week student Sameera Mohmed
// The concept behind Mohmed’s collection was “to create a diverse, more sustainable and modest clothing range
Boohoo has launched its first modest collection with Graduate Fashion Week (GFW), designed by fashion design graduate Sameera Mohmed.
The collection features over 30 pieces designed with modesty in mind including shirts, high-waisted trousers, headscarves, maxi dresses and jeans.
The collection comes as part of boohoo’s commitments to mentorship and education within the fashion industry, the 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 the fast fashion giant.
Students were tasked to design a collection with a focus on sustainability including 4 complete outfits, with the winner having their collection sold online while also receiving a £3000 cash prize.
Sameera Mohmed from University of Central Lancashire won the competition, her entry focused on combining modesty clothing with a focus on sustainability.
Boohoo design manager Penny Armstrong 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,
“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.”