Crystal Magazine Feb 28, 2022

Value fashion brand Twenty4 launches Spring ’22 collection, cites the season’s symbolism of revival as inspiration

Twenty4, a leading value fashion brand in the GCC region and a BMA International subsidiary, has launched its seasonal Spring 2022 collection. Inspired by the season when plants sprout and flowers bloom signifying renewal and resurgence, the new collection promises unmatched value that Twenty4 is synonymous with.

The value fashion brand has, over the years, crafted a niche for itself at the intersection of contemporary fast fashion and value-based pricing. It boasts a reputation for balancing aesthetics with functionality and hitting the right note between global high-street fashion and Middle Eastern sensibilities. The Spring 2022 collection exemplifies these brand strengths.

Girls can embrace the season with pretty dungarees and three-piece sets that scream poise. The Spring 2022 collection also offers embroidered tops with trendy meshwork for a perfect outdoor getaway. Casual shirts with floral prints complement the playfulness in boys, who can also expect elegant polo shirts in soothing colours and t-shirts in eccentric hues.
As always, ladieswear is the highlight of the collection, featuring printed A-line dresses in bold colours, bare midriff tops with puffy shoulders, and dresses with sober floral prints in off-shoulder style, among other options that will blow away women shoppers. Men can head out in classic denim or choose all-over printed shirt-and-short sets, available in stand-out colours.

“With the pandemic seemingly behind us, spring couldn’t come any sooner. This season is all about letting go and embracing new beginnings — which is how we have approached our Spring 2022 collections. It’s our favourite time of the year as it allows us to experiment with colours, cuts, and culture. Twenty4 shoppers are in for a treat this season,” said Mushtaq Jaffar, KSA Brand Head of Twenty4.

Consistent with Mushtaq Jaffar’s statement are Twenty4’s latest initiatives and launches. It was recently in the news following the launch of its new outlet in Dammam, which is the epicentre of the fast-growing eastern province in the KSA. With the new store, Twenty4 now boasts over 40 outlets in the GCC region and 34 in the KSA alone — all located strategically to increase brand accessibility for customers. This customer-centric approach also resulted in the launch of WhatsApp shopping in Kuwait, Bahrain, Oman, and the UAE, in response to lockdowns and restrictions.

“Within the Middle East, Twenty4 has made value fashion market its own. The regional population now seek more fashion choices that are aligned with the broader socio-cultural reforms in dress codes and personal freedoms. As a brand that takes pride in moving with customer movements, Twenty4 has tailored its products accordingly. The Spring 2022 collection is the culmination of this viewpoint,” Mushtaq added.

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