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It's all about personal style at H&M this autumn, with knitwear, tailoring, soft volume and playful accessories allowing individual choices to shine through.
It's the sharp cut of a blazer or some salt-and-pepper wool trousers that set the powerful new tone in fashion, which is then softened either by an angora cardigan, a lace top or the frills down the front of a blouse.
Oversize cardigans are great to throw on, especially over a denim shirt, while a camel coat is given that extra edge with its utility details. Finish with a fake fur hat, a knotted leather belt and some lace-up boots to complete the look.
Ann-Sofie Johansson, head of design at H&M, has her eye on all the key items that are arriving in store this autumn. "The poncho feels new this season. Team it with slim leather stretch pants or a pencil skirt and a loose-fitting silky blouse, maybe with a pair of high-heeled boots for a chic, relaxed look," she advised.
"Indeed the new season is all about playing with new ideas," added Ann-Sofie. "Woolly winter shorts are a great alternative to the mini skirt, dressed up with a pretty blouse and high heels, or down with an oversize jersey and chunky tights and boots."
There's a new focus on accessories too to make a real statement. She said: "Giant necklaces are a great way to update your look this autumn. Pile them on over feminine blouses and dresses or a casual sweater - style mixing is key!"
And Ann-Sofie has one final key-piece tip for GulfWeekly readers: "My favourite jacket is the aviator," she says. "It works with just about everything and for every occasion."
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 also proved to be one of the major 'pulling power' stores at the Bahrain City Centre complex and was brought to the kingdom under the umbrella of M H Alshaya Co.
There are two shops in the mall, one offering a family range and the other focusing on the young, alongside an outlet at nearby Seef Mall.
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.
KEY STYLE TIPS FOR LADIES
The new simplicity - classic items in updated versions such as the trench coat, shirt, cardigan and poncho.
Uniform/Utility - cargo pants, shirt and jacket, double-breasted coat and jacket with metal buttons.
Super-feminine look - dresses and frill blouses are in focus. French inspiration in colours and patters. Body-hugging or more comfortable, styled with leather or animal prints for a cooler look.
Knitwear - layer on layer, jacquard stripes. This season knitwear has more patterns. Longer lengths is the new silhouette.
Colours - neutrals, camel, khaki greens, blue and red.
Must have items - shirt, throw-on cardigan, utility coat, aviator jacket, trench and leather garments.
