FRIGHT NIGHT: In the land of Gothic mansions, voodoo and vampire-filled Anne Rice novels, all that’s spooky and supernatural comes alive in New Orleans on Halloween. Which is why H&M chose the date to open its first store there, a 32,000-square-foot flagship in the historic French Quarter. The unit is in the Marketplace at Jax building, built in 1870 and located two blocks from Jackson Square, the historical center and cultural heart of the French Quarter. The store will be the first in the U.S. to carry a full home collection department.

Beginning Oct. 30, H&M will invite shoppers across the U.S. to enter a “Best Halloween” costume contest. Five winners will be chosen on Nov. 1 and will receive H&M gift cards.

Note: Due to construction delays, the New Orleans H&M flagship will open on Nov. 16.

This story first appeared in the October 22, 2013 issue of WWD. Subscribe Today.

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