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.
Breaking News: @louisvuitton's men's artistic director @mrkimjones is leaving the French fashion house after nearly 7 years. Jones joined Louis Vuitton in 2011, following a three year tenure as creative director of British luxury goods brand Alfred Dunhill. Jones is to exit Louis Vuitton after showing his fall 2018 collection for the brand in Paris on Thursday. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews