H&M: an insider's look
Creative Head of Design at H&M, Ann-Sofie Johansson, tells us what to expect from the Swedish retailer as they prepare to open their first Australian store in Melbourne.PT1M54S http://www.canberratimes.com.au/action/externalEmbeddedPlayer?id=d-35ye4 620 349 April 2, 2014
When it comes to fashion, Melbourne girls and guys are a little bohemian, a little rock'n'roll and a whole lot of fun.
“The style in Melbourne is really cool, it's fashion conscious, bohemian and rock'n'roll without being too uptight or stiff,” H&M head of design Ann-Sofie Johansson said.
The same could be said of the style of Swedish fast-fashion behemoth H&M, which has conquered the world.
Ann-Sofie Johansson. Photo: Simon Schluter
Melbourne will be the latest city to experience the H&M offer when the Stockholm-based company launches its first Australian flagship store in the GPO building on Thursday night.
H&M is part of an international invasion of overseas fashion chains landing in Australia, including Zara, Topshop, Uniqlo, GAP and Forever 21.
Leather biker jackets, zippered leather trousers, plaid mohair jumpers, fake fur coats and fringed vests are among the rock'n'roll and bohemian items in the H&M range of clothing and accessories.
Floaty mini-dresses, cocktail looks and demure day outfits are also in the collection.
“The main thing for us was to make a collection that we believe the girls and guys in Australia will really want to wear,” Johansson said.
The H&M store will open to the public on Saturday, after which the brand plans to open more stores in Australia with possible locations including Sydney, Brisbane and Perth.