NEW YORK — Hennes & Mauritz’s 10th store here, a 25,758-square-foot, two-level unit, bowed Thursday on the corner of 86th Street and Lexington Avenue in the stylish new Lucida building with all the Swedish retailer’s attendant fanfare. A red carpet was rolled out on the sidewalk and beefy security guards stood behind velvet ropes blocking the entrance until the noon opening. Just inside the store, a phalanx of H&M staffers stood at the ready to whoop it up when the first customers streamed in.
The store represents H&M’s latest prototype and is one of only four units to feature all four concepts: Women’s, men’s, teens and children’s fare is offered in a new way. “We’re trying to give a shop-in-shop feeling to the concepts,” said an H&M spokeswoman. “We want to make the concepts clearer to our customers. We also focused on wardrobe merchandising or showing complete outfits.”
The store itself is cleaner, more modern and brighter, with new fixtures, sleek surfaces, white cubes for displays and Marcel Breuer-style tables for merchandising key items. Wall paintings in the children’s area bring a touch of whimsy to the store.
H&M’s flagship at 51st Street and Fifth Avenue is getting a makeover to bring it in line with the new prototype, the spokeswoman said.
The main floor — where a DJ was spinning for the opening — is home to H&M’s fashion and every day collections. On the second floor there is a maternity area and a small section for women’s classic and dressier wear. A swing concept shop near the teen collection, Divided, is devoted to Fashion Against AIDS, a collection of dresses, T-shirts, tank tops and bodysuits designed by Estelle, N.E.R.D, Katy Perry, Dita Von Teese and Yoko Ono. Twenty-five percent of sales of Fashion Against Aids will be donated to HIV/AIDS youth awareness projects. A version of the collection will bow in Divided departments for girls and boys in June.
Men’s occupies the most square footage on the second floor. “Men’s has been expanding over the year,” the spokeswoman said. “We have a growing male customer. Sales have been increasing.”
H&M estimated there were more than 200 people on line waiting to enter the store. The spokeswoman said they were given Access to Fashion Pass shopping cards valued up to $300, an H&M T-shirt and an autographed image of British R&B and hip-hop sensation Estelle from the Fashion Against AIDS campaign for H&M in which she appears.
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
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“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye
Did you know: @carlychaikin of "Mr. Robot" has been painting for about a decade? The actress, who plays Darlene on the show, is a self-taught artist who lists Salvador Dalí and Chuck Close as some of her idols. Chaikin told WWD that painting is a form of meditation for her — A much-needed one given the intensity of "Mr. Robot." See a piece Chaikin is working on at WWD.com (📷: @jilliansollazzo) #wwdeye