How do you wear yours?

Over a third of the fashion conscious population in the Gulf owns 15 pairs of jeans, with 84 per cent of them finding it difficult to part with a good pair of denims, according to a survey carried out in the region by New Look.

The survey, which was sent to more than 2,000 customers, supports the fact that jeans are the most popular and influential item of clothing around the world today.

Invented in 1873 and originally designed for labourers, jeans have now become a staple item in every wardrobe, transcending every fashion trend over the last 60 years.

Fit is the most important factor for fashonistas when selecting a new pair of jeans, with almost 80 per cent stating that a perfect fit is 'a must'.

Value for money is also essential, with almost half of those questioned stating that this is a priority when selecting their perfect pair.

The skinny jean still tops the trend charts, with almost half of participants choosing it as the cut of the moment. However, as you never can tell when the latest trend may turn into a trend revival, one in 10 admitted that they keep hold of their denim collection for up to 10 years before throwing them out!

New Look has conducted the survey in preparation for its newly-launched denim 'Yes Yes' collection, which is available now at its store in Bahrain City Centre.

Available in sizes 8-26 and in various styles including boot cut, the rock n' roll skinny, low-rise hipster, straight leg and flare, the new collection starts from BD6.500.

Peter Whittle, business head at New Look Middle East, said: "It is fascinating to see how attached people get to their collection of jeans and that, despite the array of colourful, decorative designer pairs in the shops today, comfortable, well-styled high street denim is still the most popular choice for even the most discerning denim enthusiast."

Established in 1969, New Look is one of the largest women's-wear retailers in the UK and the number one denim and footwear retailer.

The brand now has 612 stores in the UK, 25 in France and Belgium, one in Russia and a further 300 in France and Belgium trading as MIM.

In September 2006, New Look store at Deira City Centre was the company's first foray into the Middle East, followed by stores in Bahrain, Kuwait, Saudi Arabia and Egypt, taking the total number of stores to 26.