H&M Australia open to the public

Handfuls of H&M brand loving fanatics camped out over night in excess of 12 hours to be some of the first of the public to witness the wonderment that apparently is H&M’s first Australian colossus.

While scouts did the bidding of the global retail giant around the country, looking for new locations to set-up shop in other Australian capital cities, H&M Australia threw its doors open in night-club style to groups of thousands of doughey-eyed shoppers who pillaged the three level retail space on Melbourne’s Bourke Street. 

Swedish expats craving a taste of home, shopping addicts and those after a sniff of what all the fuss was about were treated to a ceremonial ribbon cutting by H&M’s country manager Hans Andersson, a corny but photo-worthy dance routine by the 300+ H&M staff and refreshments by L’Oreal Australia.

H&M has designed an exclusive Australia only collection for the Australian market that caters for the demands of the Aussie lifestyle, which is available from day one. Womenswear was designed with the bohemian casual look in mind, while men’s was inspired by the quintessential Australian surfer dude. Not that they’re looks particularly thick on the ground, it’s still nice to be considered.

Photos courtesy of Anne Brandt exclusively for THE F. 

Want to see how the opening party went down? Read about it here.

H&M public opening - THE F - dancing

H&M public opening - THE F - ribbon

H&M public opening - THE F - kiosk

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H&M public opening - THE F -  queue

H&M public opening - THE F - campers 1

H&M public opening - THE F - L'Oreal

H&M public opening - THE F - dancing

H&M public opening - THE F - morning 1

H&M public opening - THE F - morning 3

H&M public opening - THE F - morning 4

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James Banham
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James Banham

Editor at THE F
James Banham is an Australian lifestyle, fashion and entertainment journalist. His writing can be found on these many topics and more in print and online publications around the country.
James Banham
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