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H&M's stores in Bahrain are all set for a sizzling summer with a series of new designs for the young and the young at heart.
There are new collections for women, men and children to ensure the fashion conscious look cool in the sizzling sun.
"It's all about bursts of colour, striking styles and outfits that can take you from day to night at H&M as summer gets into full swing," said Ann-Sofie Johansson, head of design at H&M.
"There are so many options. A graphic-print silky sleeveless dress is perfect, while a bright yellow tank top looks great with shorts in the sunshine.
"A loose tunic with decorated shoulders is right for both parties and work when worn with jeans, while this season's harem pants are wonderfully comfy AND chic.
"With the weather heating up, it's the accessories that provide the special finish. Accessories are key for summer when I like my clothes to be uncomplicated and comfortable.
"Beautiful heeled gold sandals add glamour to just about anything and stacks of wooden and gold bangles give the simplest of outfits 'a look'.
"For men, I want to see an urban, relaxed, preppy look. White shorts look perfect with a grey marl polo shirt and a bright orange cardigan on top, and I can borrow everything too!
"There are also tailored grey cotton-mix shorts to wear with a bright checked shirt, and khaki trousers are a great summer classic that are especially hip right now with the military look being bang on trend. Green or beige - wear them monochrome or mix and match."
There's a 60s feel with H&M's swimwear for men this summer, bringing preppy checks and colours up to date and ready for the holidays in 2010. Key styles are checked beach shorts, with pocket detailing and strong bold colour, or the shorts with prints inspired by marine life. "I love our new preppy shorts," said Andreas Lšwenstam, designer, men's department. "The style is great and the price is even greater. It's all about looking relaxed and laid-back at the beach, at the sun deck or hanging out in the small harbour. For the beach, it's a total look.
"The accessories are as important as the swimwear itself. Wear your shorts with a light and fluid shirt, classic shades, a straw hat and, of course, a pair of flip flops."
The H&M 'Kids summer 2010' is a mix of exotic surf and bright colours and white to a more party feel with lots of 'bling' and decorations such as pearls, rhinestones and metallic fake skin in sandals and small bags. Tank tops and straw also make a big impression.
H&M has proved to be one of the major 'pulling power' stores in the Bahrain City Centre complex which opened 16 months ago and was brought to the kingdom under the umbrella of M.H. Alshaya Co.
There are two shops in the city centre, one offering the family range, the other focusing on the young, alongside an outlet at Seef Mall.
M.H. Alshaya Co is the retail business of the Alshaya Group, which was founded in Kuwait in 1890 and today represents one of the most dynamic companies in the Middle East. In addition to its retail operations, the Alshaya Group is active in a number of other sectors including real estate, automotive, hotels, trading and investments.
KEY ITEMS
Girls
Denim shorts
Woven beach tops and dresses
Colourful and decorated sandals
Espandrilles
Straw hats
Boys
Colourful and decorated tees
Chequered shirts
Shorts in colour blocks or surf prints
Straw hats
Ladies
Everyday: Tunics, tank tops and short skirts. Colours like powder pink, red and mustard.
Modern Classic: For the Modern Classic customer, it is all about glamour and summer parties. The theme is Jet Set Voyager. Keywords are glamour, summer party, dresses in all shapes and styles and jersey tops.
Ladies L.O.G.G.: A Caribbean summer mix is the look for L.O.G.G. Keywords are flirty, summer cool, utility inspired combined with casual laid back pool cool style.
Men
It is all about looking as relaxed and cool on the beach as by the pool. Nautical inspiration is key. Style it with ripped denim or for more preppy in a short sleeved shirt, sunglasses and espandrilles.
Colours: Blue scale, fuchsia, yellow and pink
Patterns: Stripes, madras checks
Key items: Shorts, t-shirts, short-sleeved shirts
Accessories: Sun glasses, straw hats and espandrilles
