Last week Friday, PoseZA attended the exciting press launch of major international retailer H&M #H&MSTUDIOAW15 for a glimpse of what we can expect to see when they finally open their doors to South Africa in October 2015 at the V&A Waterfront and by glimpse I mean what we saw was only one percent of the fashion we would be seeing the store will have plus minus 4700sqm which will make it one the world’s biggest stores boasting two floors worth of fashion and the flagship store of South Africa yes Cape Town we are going to be in for a treat.
Prior to the event we did a little H&M stalking and looked at their recent campaigns and runway shows to get a feel for what we would see, and in their recent campaign although it was for Spring/Summer we identified that the H&M woman particularly has a strong eye for fashion trends, she wants to look great whether she is going to work, on a night out with friends, a weekend away she knows that H&M always has something for her in store. She’s a woman that enjoys high end design inspired by the large fashion houses but available at a reasonable price point.
We felt that the H&M man is a modern man that is aware of the ever changing trends around the world ‘He’ is all about expressing his personal style and enjoys clothes that are wearable and functional but dabbles in trends from time to time to switch things up.
Walking into the venue we saw some of Cape Town’s familiar blogging/media faces as well as some popular Joburg bloggers and personalities including the ever dapper Maps Maponyane. We were introduced to the H&M team who received us warmly who answered all our questions and informed us about the various product lines we’ll see in store and some of their key Autumn/Winter15 pieces.
We liked that H&M has H&M Trend which is their more luxurious line and offers customers garments and accessories of a slightly high end quality but still within the reasonable pricing H&M is known for and excited to hear about their eco-friendly fashion line that’s been going for two years that uses recycled garments and breaks them down to their primary stage (fibers and yarns) to create garmentswhich is a great initiative in aid of helping to save the planet.
Another product line we’re excited about is H&M HOME, we’re sure it will be nothing less that fabulous. It seems H&M will become South Africa’s one stop shop for all things awesome in an age where everyone’s time is limited in addition to the lines we just mentioned the store is set to carry H&M DIVIDED which is a line that carries core basics with street style influences,H&M KIDS,H&M &DENIM,H&MSPORT,H&M SHOES,H&M ACCESSORIES,H&M UNDERWEAR,H&M COSMETICS&OTHER STORIES a ready to wear brand that carries masculine tailoring as well as feminine and chic items that are designed to provide endless styling options the line also includes shoes, bags, accessories and cosmetics. CHEAP MONDAY a jeans and fashion brand that offers complete collections to men and women that draws inspiration from music and trends.COSa brand that carries classic fashion items that outlasts ever changing trends,MONKIA personal and playful brand that’s inspired by current trends with influences from Asian and Nordic street style and WEEKDAY a jeans and fashion brand that offers urban design at affordable prices targeted at young adults.
There were a few items and by a few we mean almost every item that will go on our to get list we’ll start with the women’s wear we saw, we think the ladies should start getting ready to queue immediately. They had quite a number of great outer fashion items like the faux fur zip up jacket with the cropped pegged leg brown patent leather trouser, the butter soft wrap brown coat and individual pieces like the black short shorts with tassel detail ,the hombre printed tea length dress, the blouse with the metallic print the black suede skirt with fringe detail will be a great statement piece and could be worn throughout the seasons. We also loved the simplicity of their Jewellery we’re fans of jewelry that doesn’t shout but rather makes a subtle statement.
They had some great menswear for the lads which we thought every guy needs in their closets this season they had a lovely camel/beige almost paper thin three quarter coat one could drape on the shoulders over a light knit top for those warm winter days, they had great chunky knit jerseys in shades of grey and the most popular menswear item being the zip up sportsluxe inspired jacket. We love how the items were classic items that could be re-invented over time. we also enjoyed how the rails looked we think that when they customers get to do their shopping they’ll end up buying more than they anticipated because of how they give you an idea of which items to put together to create outfits and save you time.
We would once again like to thank The Little Black Book for putting together a lovely afternoon with a great atmosphere and great people and H&M and their team for having us and we look forward to hopefully working and collaborating together.
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