Sustainable chic

For fashion lovers, the red carpet has become as exciting as the catwalk, with celebrity gowns now creating their very own trends.
 
As part of its Conscious initiative, H&M has created an exclusive collection of red-carpet looks that have all been made from more sustainable materials like organic cotton, hemp and recycled polyester.

The collection showcases the diversity of what has become possible with greener fashion, with outfits in different styles reflecting the variety of today’s red carpet fashion.

“We are looking forward to launching our exclusive Conscious collection made with greener materials,” says Ann-Sofie Johansson, H&M’s head of design. “It shows that fashion and sustainability are a winning concept.”

H&M now 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 such as Versace, Stella McCartney and Jimmy Choo 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 in the Bahrain City Centre complex which 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. In addition to its numerous retail operations, the Alshaya Group is active in a number of other sectors including real estate, automotive, hotels, trading and investments.

Here’s a selection from the H&M exclusive Conscious collection, which will be available in Bahrain, as well as online, from tomorrow.