Twenty4 , a leading value fashion brand in the GCC region and a BMA International subsidiary, has launched an exclusive premium collection for women. Launched during Eid, the super-trendy extensive collection features festive wear, work formals, cheerful casuals, and more, offering the finest outfit for every occasion. Twenty4, famous for its value-centric offerings, has doubled down on apparel quality, texture, and feel in the new premium collection. This marks the value fashion brand’s entry into the premium apparel segment. But, true to its reputation for industry-best affordability, Twenty4 has priced the new collection reasonably, giving its shoppers many reasons to celebrate. To begin with, the premium collection will be exclusive for women but will soon have options for men and kids as well. Satin suit sets in pastel colours and complementary all-over floral and geometric prints are a must-have in wardrobes. Cheery casuals also include A-line dresses in three-quarter sleeves, leopard print satin dresses with lantern sleeves, puff-sleeved off-shoulder ruffle dresses in soothing creams, floral and paisley printed shirts, knee-length denim, and long-sleeved printed dresses in viscose rayon — all in¬ absorbent, lightweight and soft materials. “If you’re looking for apparel that oozes panache, Twenty4’s premium collection is tailor-made for you. We have drawn eclectic influence to design these apparel, ensuring that shoppers have something special for every occasion, from festivals to board meetings. The new collection is also a long-awaited convergence of a value-centric homegrown brand with premium fashion,” said Mushtaq Jaffar, KSA Brand Head of Twenty4. On the traditional front, the new collection boasts enticing cape jackets/shrugs in vibrant prints besides boxy oversize kaftan shirts in jet blacks. For professionals seeking effortless poise, Twenty4 brings light jackets in clean-lined designs and eye-catching colours to go with comfortable cropped pants. Suave is guaranteed with long-line belted blazers and single-breasted one-button notch lapel blazers in baby pink and rare light blue. “As Twenty4 is a brand that moves with customer movements, the launch of the premium collection reflects Middle Eastern shoppers’ growing inclination towards haute couture. With the new collection and its value-based pricing, we wanted to prove that it is accessible to all. I’m confident that the new collection will grow into a segment, by catering to shoppers across the region,” added Mushtaq Jaffar. Twenty4’s value propositions such as “glocal” offerings — the balance of global fast fashion and Middle Eastern sensibilities — have struck a chord with the fashion-conscious generation in the region. Following its recent expansion spree, 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 saw the brand launch WhatsApp shopping in Kuwait, Bahrain, and the UAE.