Today, H&M unveiled their new & improved flagship store in Oxford Circus taking over a whopping 3,750 sq mtrs across 6x floors. Scheduled to open with fashion blogger Suzie Bubble and DJ’s such as Nick Grimshaw, I couldn’t help but take a peek.
I wasn’t going with any preconceptions, but I must say I was mightily impressed. They have completely transformed the shopping experience at H&M into a more luxurious high end boutique. It was a strange juxtaposition between luxury décor and inexpensive clothing that confused me to start with, but with the aid of live piano music in the dressing room and a free beverage, I managed to select a few pieces that are my stylist pick:
H&M hired top fashion blogger & stylist Susie Bubble to pick out her favourite clothes for the season which were on display. She was also on the premises being hounded by the press wanting to get her views on the new store.
It seems strange that a few years back H&M were in line with the likes of New Look & Primark, but now it seems they have grown to be a respected high street brand, recognised by celebrities such as actress Helen Hunt who walked down the red carpet wearing one of their dresses at this years Oscars and having showcased their A/W collection at Paris Fashion week for the first time EVER, H&M are certainly giving Top Shop a run for their money.