Boohoo to launch 'modesty' range created by GFW student winner

By

Nigel TAYLOR

Published
Feb 8, 2022

A fashion collection focused on ‘modesty and sustainability’ has won student Sameera Mohmed the prize to launch her designs with Boohoo.

Alongside a £3,000 cash prize, the University of Central Lancashire student’s four outfits won a competition after the fast-fashion retailer partnered with Graduate Fashion Week last October to find upcoming talent to design “a more sustainable commercial range” for sale on its website.

As part of the retailer’s “wider dedication to mentorship and education within the fashion industry”, students were tasked to design a collection with a focus on sustainability.

The winning concept “created a diverse, more sustainable and modest clothing range which caters to all women no matter their race and belief”. 

The Batul Bazzi-inspired collection features co-ordinated suits and tracksuits, satin dresses, modest swimwear, and oversized poplin dresses.  

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. 

“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.”

Over the next few months Penny Armstrong, Boohoo’s design manager, will mentor Mohmed to bring her collection from design to concept, “offering her valuable insight into the commercial process of Boohoo’s business success”. 

Her collection will launch on-site in June.