• Natural colors, relaxed shapes for men • Flower power rules women's collection Giordano, the fashion retailer for everyday essential wardrobe, has rolled out its new collection for summer 2014. Made using natural fabrics, the new linen collection features a variety of styles perfect to create your complete summer look. “The collection was designed keeping in mind the Middle East as we strive to make our customers feel good and comfortable when wearing our products. The Giordano Linen collection is what you need to beat the sweat and enjoy the summer season,” said Ishwar Chugani, Managing Director of Giordano Middle East FZE and Executive Director of Giordano International. Linen is a natural material valued for its coolness and freshness; it is also renowned for its excellent absorbing qualities. In hot weather those dressed in linen are found to show the skin temperature 3°-4°C below that of their silk or cotton-wearing friends. According to a study, a person wearing linen perspires 1.5 times less than when dressed in cotton and twice less than when dressed in viscose clothes. For the fashionable man, Giordano suggests a summer look that focuses on natural colours and relaxed shapes. Made from 100 percent linen shirts in plain colors like white, khaki, yellow, turquoise, deep orange, navy blue, light navy blue and light blue, and cotton-linen shirts in stripe and checks with details like roll-up sleeves and band collar are suggested for the upper part. Shirts can be paired with heavy washed linen trousers available in white, khaki and blue & weathered blazers available in khaki, light khaki and blue. The new collection, featuring cool garments for women, now available in store. Flowers power is making a bold statement as Giordano launches its new Summer collection in the Middle East. The exclusive and limited edition women's wear collection embraces one of the season's dominating fashion trends — floral prints, while staying true to the brand's casual and essential style philosophy. “Giordano is in full bloom this season with the launch of our Summer 2014 collection. The timeless and classic beauty of Secret Garden is the collection's motif providing a feminine and eclectic design in a smart casual style,”” said Chugani. Available in select Giordano stores in Saudi Arabia, the strikingly feminine collection range of floral printed t-shirts are made with different fabrics and in different shapes; from soft jersey cotton to light materials as chiffon, the t-shirts silhouettes are mixture of relaxed lines and loose fit proportions such as the kimono shaped tops. The daisy print tops can be paired with solid color skinny denims and pants for complete look. Also part of the collection is the sleeveless stretched jersey dress – available in melon and crème shades – with waist tie – up detailing. The color palette ranges from subtle colors like sand and white pearl, to turquoise, mint green and melon. In addition to the Giordano Summer collection, fresh colors white, natural, black pastel yellow and bright shades of pink and red dominate the women's linen range. From shirts, cotton tops, drape women's blouses, drawstring trousers and long dress shirt, the Saudi Arabia fashion set will have plenty of choices to mix and match for playful summer look. — SG
