14 March 2013
If you go down to H&M Oxford Circus, you're sure of a big surprise. The high-street hero have re-launched their flagship store and it's flashier than ever. Instead of a measly three floors, there are now a whopping six - yes SIX! - floors rammed with the Swedish brand's finest creations.
Grazia Daily couldn't wait to see the results - it's taken over 12 months to get the store up to scratch so anticipation has been building. We took a trip there during our lunchbreak today for a sneak preview of what's in store (quite literally) and picked up a few pieces too... for research reasons only, of course.
Upon arrival, we were greeted by full-on glitz courtesy of a red carpet and huge lights framing the entrance. H&M hunks (yum) were on hand to serve us champagne as well as sweets and suited security men guarding the doors from crowds of shoppers eagerly waiting outside.
Susie Bubble has curated her own area and styled both the windows at the store. 'The central area is most me in terms of the things I like,' she told us. 'I pulled together my favourite pieces from the collection and paired them in unexpected ways.' We're loving the fash-tastic results.
Susie also dished on H&M's recent show during Paris Fashion Week as well as the brand's latest launch for & Other Stories. Watch the lovely lady in the video above and please excuse the loud music - the store was enlivened by thumping tunes to get the shoppers bopping along to the likes of Gangham Style.
Having been inspired, it was time to take a closer look at the goods on offer. We could spend all. day. in the mahooosive store that's over 3,750 sq metres. There's one floor for menswear, which leaves the other five exclusively for womenswear - huzzah! Our favourite section was the shoe lounge [above left] and the chill out area complete with plush seats and a couple of model horses - well, why not?
We were also mighty impressed with the fitting rooms which have been swanked up with sophisticated curtains and are bigger than ever. Oh, and there's no less than EIGHTY of them - and you know what that means? No more queuing. PHEWF. Also: this is the first H&M store in the world to offer Wi-Fi to customers.
Then the public were let loose in the store and there was shopping hysteria! H&M are celebrating the transformation with a collision of fashion and music over a four day weekender. Over 20 international DJs and music acts, including Nick Grimshaw and Mary Charteris, have been scheduled to take over the six floors to create the perfect party atmosphere. And that's not all! There'll also be complimentary pampering stations, a fun photobooth and refreshments throughout the weekend. We recommend getting down to Oxford Circus pronto to check out the H&M heaven for yourself.