H&M Melbourne Australia finally joins the international fashion kingdom

The first H&M store opened its doors in Australia’s  fashion capital on the weekend in what is being hailed as the Swedish super retailer’s most successful store launch ye


H&M Melbourne


Melbourne’s iconic GPO building on the corner of fashion central Elizabeth and Bourke streets, H&M Melbourne is one of their biggest stores in the world. Considering they have over 1600 of them across 53 countries worldwide, that’s a pretty big deal.



Melbourne lines up for H&M’s opening on Saturday

At 10am Saturday morning over 3000 customers lined up for hours outside H&M Melbourne for the privilege to peruse, ponder and eventually punish their credit cards with as many of the label’s latest fashion and accessories they could lay their hands on. By Monday afternoon, it is estimated that over 15,000 people have walked its 4500 square meter floors in search of their first H&M purchase on Australian soil.


Australians are known as some of the most well travelled people in the world, particularly to Europe and North America where the brand is most popular. This familiarity with the brand, along with the feeling Australia is no longer missing out on access to one of the most popular international brands.

H&M is known around the world as a one-stop-fashion-shop and H&M Melbourne is no different stocking clothing, shoes, underwear, swimwear, jewellery and every kind of accessory that exists. Like rival retailer Zara, the retailer has both a high-end line and a more basic ready-to-wear line. It also has a ‘country-specific’ line, called Australian Exclusive.



Vanessa Paradis for H&M Conscious Collections

Also on offer are H&M’s Conscious Collections; the brand’s foray into the eco and sustainable fashion world. Their Conscious Collections are aimed to keep abreast of both fashion and sustainability in an effort to provide something for every kind of fashion consumer. H&M also says that they hope it will encourage all their customers to make better decisions about what they buy  inspiration behind the collections are that greener fashion does not mean they have to compromise on design or price.



H&M Melbourne Launch Party

The official opening of H&M Melbourne was preceded by a launch party fit for the occasion, with American trio HAIM providing entertainment to a A-list of Australian fashion fanatics and celebrities. Those in attendance inclued Australia’s favourite fashion bloggers Tash & Elle from Theyallhateus made an appearance along with Channel V’s Danny Clayton, Rochelle Fox and models Nikki Phillips, Jordan and Zac Stenmark, and Tanja Gacic.


Watch thee newest H&M campaign video starring Miranda Kerr get soaked by sprinklers, taking selfies and of course looking spectacular…

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