A special collection

H&M will show its support for a pioneering children’s charity initiative with a special collection of fashionable clothes for kids.

Available in 150 stores worldwide and also online, 25 per cent of all sales from the All for Children collection this September will go directly to support the United Nations Children’s Fund (Unicef) projects to promote children’s rights to education and protection among vulnerable communities.
 
H&M and Unicef launched the All for Children initiative in November 2009. It is a five-year project supported by a $4.5 million donation from H&M and the project is now being extended from communities in southern India to also help children in Bangladesh.

The collection is full of playful and timeless pieces which parents as well as their children will love, its designers say. The collection has the subtlety of detail and design attention expected from a full fashion collection but has clearly been made with the child in mind.

The All for Children collection is made to be versatile, so the pieces can be mixed and matched and worn throughout the season and beyond.

It’s also one to be coveted, with cashmere used throughout to provide comfort for when the colder weather comes in.
Designs are updates of well-loved classics, giving them a contemporary twist. For girls there are dresses, skirts, shorts and gilets, with floral prints, bow-tie decorations and stripe trimmings, all in autumnal colours of nude, mole and coral.
 
For boys, there are check shirts, sweat-pants and hoodies, cord blazers and the essential parka.
 
Funds raised by the collection will support the All for Children initiative, which aims to create long-term change for generations of children in some of the poorest parts of the world, where many of H&M’s clothes are made.

Unicef works for children’s rights, their survival, development and protection, guided by the Convention on the Rights of the Child. H&M will support its work in Bangladesh, for example, by helping to provide access to schools.
 
“We believe that children who learn how to read and write are better equipped to make informed choices about their future,” a H&M spokesman told GulfWeekly.

H&M boasts stores in 28 countries. 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.

H&M has stores in Bahrain City Centre and Seef Mall and was brought to the kingdom under the umbrella of MH Alshaya Co. The leading international franchise operator has more than 55 of the world’s most recognised retail brands in its portfolio.

MH 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.

For more information about All for Children visit  www.hm.com/allforchildren