While a convoy of previously successful Australian fashion household names, for example Bettina Liano, Willow, Lisa Ho, have been forced to shut down in recent months, the Swedish retail giant, H&M, is launching their first Australian store in March/April following calendar year. Adhering to the local achievement of Zara and Topshop, Aussie customers with desire for quick trend seeking to satisfy their hunger for looking ‘effortlessly chic’ will have another chance to do so on a funding at H&M. Known for its cheap runway-inspired collections and designer collaborations with the likes of Commes Des Garçons, Matthew Williamson, Sonia Rykiel, Jimmy Choo, Lanvin as well as Queen Bey herself, it is no surprise that darling of European high street fashion is so loved among the fashionistas of all ages.
The first Australian shop is set to open at Melbourne’s iconic GPO. It’ll become H&M’s Australian flagship shop and among its biggest in the world occupying three floors and almost. H&M in MGPO will be a full concept store offering clothing, panties and accessories for Men, Women, Kids and Baby, in addition to, the Home concept delivered at a more ‘curated and categorized’ setting, as opposed to its global retail layout.
To celebrate the Australian launch, an especially designed Australian launching collection “Australia Exclusive”, will also be available exclusively at the store opening next year. Inspired by the latest international trends, this exceptional capsule collection was developed together with the Australian lifestyle in mind and includes restricted parts of apparel and accessories for both men and women, exclusively available from the new flagship store. A number of these hero pieces showcased in an exclusive preview a few days ago included absolute maxi dresses, published T-shirts, faux fur gilets and vests, leather and adorned shorts and skirts and poet-sleeved blouses; all provided at costs consistent with its sister stores globally.
In addition to the Australian capsule collection, the H&M store is set to start with the global Spring 2014 season series. And although we may have missed out on the current Isabel Marant for H&M trend, all upcoming designer collaborations are promised to be available here in Melbourne, also. As for the remainder of H&M lovers in Australia, sit tight, as it looks like Sydney is next on the list at 2014 while the Australian online shop is brewing. In the meantime, you just might have an additional reason to plan a ‘spontaneous’ trip to Melbourne that will not break your wallet this time around.
Written by Martina Ellis