Graduate Fashion Week competition winner designs more sustainable commercial range for boohoo

As part of boohoo’s wider dedication 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 boohoo. Students were tasked to design a collection with a focus on sustainability including 4 complete outfits, with the winner having their collection sold on boohoo.com and 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. The concept for Sameera’s collection was ‘to create a diverse, more sustainable and modest clothing range which caters to all women no matter their race and belief.’ The collection features co-ord suits and tracksuits, satin dresses, modest swimwear and oversized poplin dresses. Influencer, Batul Bazzi, was Sameera’s inspiration when designing her range, as ‘she shows that modesty can still be fashionable’.

‘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’. Penny Armstrong, boohoo Design Manager

Over the next few months Penny Armstrong, boohoo’s design manager, will mentor Sameera to bring her collection from design to concept, offering her valuable insight into the commercial process of boohoo’s business success . Sameera will visit the boohoo head office in March where she will be able to meet the design team and view the samples from her collection before the collection launches on site in June.

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