ATLANTA — Hennes & Mauritz drew a crowd for the opening of its first store here.
About 850 shoppers waited in a line that wrapped around the block last Friday as the Swedish fast-fashion behemoth launched its only full-concept store in the Southeast. The two-level, 24,000-square-foot space offers women's, men's, children's, accessories, lingerie and swimwear, priced from $5.90 to $69.90.
The location will be the only Atlanta unit to offer one-off designer collections, which have included cobrandings with Stella McCartney, Viktor & Rolf and Karl Lagerfeld, among others.
The store, which is the second of four locations slated to launch in the Atlanta region by the end of the year, is in Atlantic Station, a 138-acre, mixed-use development in the city's Midtown section that is anchored by Dillard's and Ikea. The setting "is the perfect fit," said H&M spokeswoman Jennifer Uglialoro.
Key summer offerings include bikinis that start at $9.90; bright, floral dresses from $19.90; African-inspired jewelry and handbags from $5.90 to $7.90, and scarves from $12.90.
More than 500 people attended for a preopening, private shopping event last week that offered customers a 25 percent discount on all merchandise. A navy weekender bag for $59.90 was the bestseller, Uglialoro said.
The promotions continued on opening day, with the first 300 customers receiving an H&M T-shirt and gift cards ranging from $10 to $500.
Next up are the fall openings of two more Atlanta-area units at Town Center Cobb, a suburban mall 15 miles northwest of downtown and in the Mall of Georgia, in Buford, Ga., 30 miles northeast of the city. In May, the retailer opened at the North Point mall in Alpharetta, Ga., 20 miles north of downtown, where it offers only women's and young women's separates, dresses and accessories.
H&M's next one-off collection will be designed by Rei Kawakubo of Comme des Garçons and is set to launch in mid-November, coinciding with the opening of two H&M stores in Tokyo.
H&M has opened about 1,500 doors in 29 countries and 250 stores in the U.S. since its New York debut in 2000.
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion
Eighty degree temperatures and outdoor installations at the annual Art Basel Miami Beach called for bright, elevated beachwear. See more street style pictures on WWD.com. #theyarewearing #ABMB (📷: @lifeinreverie)
Following September’s emotional tribute to her brother Gianni, Donatella Versace wanted to bring the spring show’s deep sense of intimacy to her @versace_official pre-fall collection. Donatella found inspiration in Versace Palazzo in Milan and from Gianni’s opulent apartment. Archival patterns and new motifs were splashed on silk shirtdresses and fitted jersey frocks. See the rest of the photos on WWD.com. #wwdfashion
Demna Gvasalia continues to shake up the Paris fashion calendar — and experiment with new runway timetables for his @vetements_official brand. WWD has learned that Vetements plans to stage its next coed show for the fall 2018 season on January 19 during Men’s Fashion Week in the French capital. Details about the timing and venue have not been confirmed — stay tuned on WWD.com to catch the latest. #wwdnews (📷: @giovanni_giannoni_photo)
@zacposen's go-to holiday gift? Cookies! "I'll usually bake cookies and send them as a gift," said the designer, who recently released his cookbook "Cooking With Zac: Recipes from Rustic to Refined." Get the recipe for his Brown Butter-Chocolate Chip Cookies via link in bio 🍪🍪🍪 #wwdeye #cookingwithzac
For @monsemaison’s pre-fall 2018 collection, Fernando Garcia and Laura Kim honed in on the brand’s many signatures — men’s wear, which was tweaked and feminized through deconstruction, proportion play and lots of bare shoulders. See the rest of the photos on WWD.com #wwdfashion (📷: George Chinese)
On Friday night, @yohjiyamamotoofficial received the Design for Asia Lifetime Achievement Award in Hong Kong. The 75-year-old designer has been celebrated for many years and is best known for his dark and avant-garde tailoring. “In my long career, in design, architecture, [I’ve been to] so many parties, this is the very first time that I have such a warm feeling, I really appreciate this,” Yamamoto said. #wwdfashion (📷: @dominiquemaitre)