British retail giant Next has been praised for its new collection with Great British Bake Off Winner and Birthday cake maker for the Queen, Nadiya Hussain.
The retailer is working with the GBBO star to release a range of headscarves and turbans - items which are currently painfully underrepresented on the high street and in most major British retail chains. As well as headwear, Nadiya's collection also includes blouses, shoes, dresses and jeans.
Asked why she chose to work with Next to create the collection, Nadiya said: "As someone who has worn headscarves as young as my early teens, finding headscarves on the high street has always been a struggle. Of course, I could go to my local area, where buying headscarves was never a problem, but that became two separate trips that had to be accounted for.
READ MORE: Women are using a 14p item everyone has in their kitchen to get 'flawless streak-free' fake tan
"To be able to go to one shop and buy everything you need is a total luxury. Shoes, clothes, underwear, coat, and scarves, that’s a big deal. I have always loved shopping at Next because I can get everything, I need in one place, and now even my scarves. That’s going to be liberating for many people out there, I just know it.”
When it comes to the colour palette of the collection, Nadiya opted for neutral tones over bright colours. She said:“I love wearing bright scarves, but I love neutral tones that compliment all of our skin tones, so I picked colours that will compliment every outfit and every skin tone. Neutral tones are great as they become an extension of what you are wearing.”
With a variation of prints and patterns also featured in the collection, Nadiya explains she was keen to be involved in every step of the design process. “I have been there creating and part of the design process at every stage, from colour to fabric and size so we can get a scarf that is hard-wearing, beautiful, complementary and versatile,” she said.
The collection reflects the many ways a headscarf can be styled, with Nadiya revealing that her choice of headscarf is often down to the occasion, and even her mood.
Nadiya explained: “I choose my headscarf for the day dependent on what I’m doing. If it’s a busy day, I wrap and go. If it’s a more chilled day I like to take my time and wear something flowy. It can also depend on where I’m going, what mood I’m in and what I’m wearing. My headscarf is an extension of me, just like hair, but not hair.”
Next shared a picture of Nadiya's collection on Instagram, and is being praised by shoppers.
Under a picture of Nadiya smiling (she looks INCRED) while wearing a selection of her new products, Next wrote: "Colour is making a comeback. Check out the stunning new edit from @nadiyajhussain."
Hundreds of people have already praised the collection.
mrshrh said: "What a glorious person. Her beauty shines from the inside out." xtonisb22x wrote: "Aw she’s so beautiful ! Really suits the colour green." linzis_photos commented: "She’s so beautiful."
racheli_st exclaimed: "Oof, She’s so pretty !!!"
