(CNN)American department store Macy's sparked a fierce debate on Thursday, when it launched a line of "modest clothing" that featured hijabs. The Verona Collection was founded by fashion photographer Lisa Vogl, after she converted to Islam in 2011, and struggled to find modest, fashionable clothing. The brand stands for "women's empowerment and taking pride in one's Muslim identity," according to its website. Macy's decision to stock Vogl's line came after US retailer Nike released a "Pro Hijab" for Muslim athletes, and fashion brand American Eagle's limited-edition denim hijab, which sold out.