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IT will be 'all white' on the night as Bahrain bounces back into the spring with the kingdom's fashion-conscious shoppers stepping back into the stores for a refreshing new look.
H&M's designers for example have been inspired by different shades of white, one of the most popular colours this spring. A minimalist, tailored look is combined with romantic lace, Broderie Anglaise, frills and draping.
The Conscious Collection will be on sale in all H&M stores from April 14, as part of its focus on sustainability.
It will be an ongoing range for women, men and kids, made from environmentally-adapted and sustainable materials such as organic cotton (grown without the use of hazardous chemicals), Tencel and even recycled polyester.
'It's not just about organic cotton anymore. The possibilities for creating a complete fashion statement with sustainable materials are huge now. By designing recurring Conscious Collections we have the opportunity to show in a variety of ways what's possible using sustainable fabrics,' says Ann-Sofie Johansson, H&M's head of design. 'Shades of white are the season's biggest fashion trend and it feels right for this collection. White creates a romantic feeling with lace and Broderie Anglaise, but is also the basic colour in a sporty, relaxed style and in a preppy tailored look for men.'
Womenswear is inspired by an updated romantic style in which blouses, tunics and T-shirts with Broderie Anglaise are a key trend. Tiered dresses are perfect for day and dramatic Grecian gowns are great for evenings.
The long, floaty skirt is important, as are cut-off shorts. The collection also includes a white blazer and pleated pants for a minimalist look. Broderie Anglaise and lace lingerie also features in the Conscious Collection.
Menswear takes on a preppy mood, with a white two-button blazer, collarless shirts and T-shirts with Henley detailing around the neck.
There are printed and striped T-shirts, as well as a tank-top for layering, and trousers come either as five-pocket jeans or tailored to allow for a real mix.
Meanwhile the kids' collection is full of white pieces for girls and boys. It's all about tiered dresses, tops, skirts and T-shirts, which will all look great with jeans or leggings.
The Conscious Collection will feature in H&M's range again at different times and in different forms. The spring collection is a follow-up to last year's successful Garden Collection of sustainable style.
One of the outfits was previewed by multi-award-winning actress Natalie Portman during a pre-Oscar event. This year the star won the Academy Award, the Golden Globe Award, the Screen Actors Guild Award, and the BAFTA Award for her lead performance as Nina in Black Swan.
H&M boasts 1,500 stores in 28 countries. In a further sign of its fashion mettle, it has even managed to make a go of the US, a market that has defeated many European rivals. It opened its first store in New York in 2000 and now has 150 shops.
Management has opted to collaborate with big-name designers and celebrities on clothing collections and says it meets demand for new styles with daily deliveries of stock to its stores.
H&M has stores in Bahrain City Centre and Seef Mall and was brought to the kingdom under the umbrella of M.H. Alshaya Co.
The leading international franchise operator has more than 55 of the world's most recognised retail brands in its portfolio. M.H. Alshaya Co is the retail business of the Alshaya Group, which was founded in Kuwait in 1890. In addition to its retail operations, it is active in a number of other sectors including real estate, automotive, hotels, trading and investments.
