H&M Australia’s Opening Party

I don’t know whether it’s that Melbourne was chosen as the key part in the grand plan of H&M‘s Australian debut or whether it’s that by some incredible turn of a business model, H&M has managed to keep its price points as low as its international counterparts, but either way it’s bloody exciting to have been apart of a great leap forward (and simultaneously backward) for Australian retail.

H&M, Hennes & Mauritz, the pride and joy of Swedish retail is now occupying one of the single largest individually occupied retail spaces in Melbourne, right in the heart of the CBD.

After having booted-out a nice bevvie of Australian brands and retailers who’ve moved out into the soon-to-open Emporium Melbourne, H&M’s three level giant presence in Melbourne has played the part of the crowd pleaser with ease by bringing international recognised High Street fashion to a city that is just only really getting used to the idea.

With global rivals like Zara and TopShop having only opened up over the past few years, H&M, Uniqlo and a few many others are on the cards, really making Melbourne a shining beacon of the Australian retail market. While it’s all great and puts Australia on the international map, you have to spare a thought though, for what all this means for Australian designers, boutiques and brands who own and operate their own businesses in similar playing fields. Someone’s going to get hurt.

That aside, H&M in conjunction with a wide range of sponsors like G.H. Mumm champagne and party-makers the Trish Nicol Agency threw a party to end all parties in Melbourne, exclusive enough to warrant hiring a chartered flight down from Sydney carrying some of Australia’s most well recognisable celebrity and media faces. Much to the pleasure of a hefty crowd gathering on the new store’s main thoroughfare on Bourke Street.

Spread across the full length and width of the new store, partygoers were treated to a special once-off discount, the option to buy one of everything, which included things most didn’t know about like children’s wear and homewares, while enjoying special guest acts by the girls from HAIM.

A party to end all parties? Yeah, it was up there.

Photos courtesy of Jennifer Estrada for THE F. 

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Model Duckie and PR professional Britt Prince.

Model Duckie and PR professional Britt Prince.

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Judges from The Block 2014 Neale Whitaker and Darren Palmer

Designer Matcho Suba and Lee Cleal

Designer Matcho Suba and Lee Cleal

 

Australian actor Hugh Sheridan

Australian actor Hugh Sheridan

Jordan and Zac Stenmark

Jordan and Zac Stenmark

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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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