Vivre Magazine.com

H & M, Hennes & Mauritz, the international fashion retailer, will soon be available to eager followers of fashion in Cairo, Egypt. The store will open on June 5th 2008 in Cairo’s exclusive Stars Center mall in the new Citystars development. The expansion of the trendy high street brand is a result of H&M’s strategic partnership with M.H. Alshaya, one of the Middle East’s leading retailers.We’re absolutely delighted to be opening stores in the Middle East, which is a fast-growing region with high fashion awareness and strong purchasing power. We’re also seeing shopping tourism growing constantly in the region. We’re convinced that Lindex’ inspiring affordable fashion will be a hit in Saudi Arabia,” says Göran Bille,CEO of Lindex.

“The new H&M store at Stars Centre will cover an impressive 3,500 square metres, spreading over two floors.” added Jazz Hayer, Business Director, H&M Middle East.

The fashion retailer will showcase its newest collections including the spring/summer collection. The collection is inspired by new production possibilities and materials that allow for a better function, comfort and fit. These developments have motivated the design team at H&M to create a spring collection of classic favourites, updated and refined with new materials and cuts, and with clothes and accessories enthused by the Orient, Asia and Africa.

Choose from tailored looks such as the suite and shirt and fine-knit classics such as the cardigan, the slipover the V-neck. Alternatively, update your look with retro couture or with simply minimal and well cut perfect details.

The collection is also inspired by a mix of Oriental, Asian and African designs to create a modern ethnic look. 1920’s oriental patterns and embellished shirts, tunics and dresses worn with harem pants or linen and khaki separates complete the look and combines fashion history and global street style from all over the world in a single trend.

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