H&M Melbourne Grand Opening: Saturday 5th April

H&M: My favourite international store ever has finally opened up in Melbourne’s GPO building!

With me were five other friends, two of which were Italian exchange students! Unluckily enough for my friends, I made them wake up early on a Saturday morning, jump on a train, and endure the incredibly long line that would gain us entry to the largest H&M concept store in the world! After almost two hours of waiting in line, we entered into the three story GPO building in the heart of Melbourne. The wait was very well worth it! The store seemed like a never ending heaven, beautifully lit with white walls; an overwhelming feeling to buy everything surged through me and everything on the shelves attracted my attention. The displays neatly presented every item in a way that made each item seem unique and special. I honestly cannot tell you if this was the reality, or my excited, hazed mind that found everything to be so perfect.

Admittedly, I had been preparing for this opening for a few months in advance, and so, I had printed a shopping list of my desired items, ready for the day where I could finally purchase them!

Screen shot 2014-04-13 at 3.34.38 PMI am proud to say that I did purchase 4/5 items. The mesh dress, the platform boots, the pleather bag and the striped jersey skirt. Sadly, I couldn’t find the pouch bag in store, but then again, the store was massive and filled with a few hundred people so I guess I can’t complain at all!

H&M Melbourne is the most recent of 3,200 H&M stores that are spread across 54 countries. The first H&M store opened in Västerås, Sweden in 1947 and was known as Hennes. In 1968, after Hennes expands to Norway, the founder of Hennes, Erling Persson, buys a hunting and fishing equipment store called Mauritz Widforss. Hennes is now changed to Hennes and Mauritz and now sells women’s, men’s, and children’s clothing. By 1967, stores outside of Scandinavia open in the UK, Germany, Netherlands, France, and then in 2000, the first store outside of Europe opens on Fifth Avenue, New York.

In 2004, H&M begins collaborating with designers to create affordable, yet fashionable and ‘labelled’ items. Collaborations with designers such as Karl Lagerfeld, Stella McCartney, Viktor & Rolf, Madonna, Roberto Cavalli, Comme des Garçons, Matthew Williamson, Jimmy Choo, Sonia Rykiel, Lanvin, Versace, Marni, David Beckham, Anna Dello Russo, Maison Martin Margiela and more recently, Isabel Marant.

The Fashion Journals is proud to announce H&M’s latest collaboration, with my personal favourite designer and creative director, no other than Alexander Wang! Expected to launch on the 6th of November this year, H&M announced this news on Sunday April 15 via the Alexander Wang official Instagram, sending both H&M and Alexander Wang fans into a spiral of excitement and anticipation! Wang commented on the collaboration Sunday morning, stating that:

“I am honoured to be a part of H&M’s designer collaborations,”

“The work with their team is an exciting, fun process. They are very open to pushing boundaries and to set a platform for creativity. This will be a great way for a wider audience to experience elements of the Alexander Wang brand and lifestyle.”

wang x hm

With an expansion to Australia and H&M reaching success in each one of their stores that are spread out worldwide, I believe that H&M is at it’s peak of success, and 2013 is just the beginning of their Australian and international expansion and recognition, as H&M has been making headlines across Australia since it’s arrival.

All in all, the H&M store in Melbourne’s GPO building is a fantastic store that caters for everyone, regardless of style or size, and is also affordable for everyone, and further is of a great quality for the price!

I will definitely be returning to H&M as soon as I can, ready with a new shopping list!

Photos courtesy of Sarah C!

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