Flip through the latest issue of Gulf Weekly.
The ‘urban chic’ craze amongst the cool and trendy continues to develop in Bahrain with Fidel opening its first boutique in the kingdom this week at Seef Mall, writes Stan Szecowka.
Founded in 1998 in Canada, the name has now reached cult status among fashion consumers, celebrities and stylists across the USA, Europe, Asia, Australia … and now the Middle East.
“Bahrain has a great lifestyle culture and affluent population which fits perfectly with our brand,” explained Mahmood Bushehri, operations manager of the Al Jazira Group. “We are confident this will be another successful store.”
The fashion conscious are looking for “gritty, urban flare” with clean, sophisticated designs. But a Fidel spokesman said there was more to winning customer loyalty than simply looking good in a crowded marketplace, adding: “There is no substitute for style and there is no substitute for cool. We do both and that’s what sells the clothes.”
Winning the battle of the boutiques ultimately depends on which company can encompass the culture and philosophy of the growing urban youth culture.
According to Vogue magazine, fashion has toughened up as designers rework street-style staples. Parkas, biker jackets and hooded tops are reprised in strong, superluxe fabrics, whether shiny leather or the softest cashmere and they should be “worn with attitude”.
It helps “reinforce a prevailing mood of clothes as self-protection,” said Anna Cryer, executive fashion editor.
Sneak previews of the Fidel collection were captured by the GulfWeekly’s photographer at Likwid, City Centre Hotel.
Anilsha Jaffer, 26, a graphic designer, from Manama, and Nicole Solomatenko, 23, of Juffair, who teaches English at the University College of Bahrain, clearly have the ultimate urban chic look.
