Thursday, August 02, 2007

A Champs-Elysees Store For H&M

Swedish retailer Hennes & Mauritz will be opening its next Paris store at the famous yet historical Parisian rue of Champs-Elysees, joining the league of other high-street retailers such as Zara, MNG, and Gap who already have made their presence there in the past years.

Also in the scene are its hundred-years old landmark tenants that's been synonymous to both the street and the city namely luxury good maker cum fashion house Louis Vuitton and jeweler of the kings Cartier.

The opening of the new branch never came easy and H&M went through a harrowing 'battle' with the Parisian authorities since December last year. Fearing that the exclusivity of Champs-Elysees will turn into a monolithic shopping destination, harming its cultural prestige that has been synonymous to Paris and France, the Parisian commission decided to ban the Swedish company from opening a branch at the world-famous shopping belt.

"We are very happy that we've finally received a trade license to open," said an H&M spokeswoman. "It's a positive development."

French high-profile architect Jean Nouvel has been enlisted to design the new H&M store. Of late, the designer have created marvelous pieces of artistic structures, which also includes a spectacular angular structure to house a primitive art museum in the French capital. The opening date of Champs-Elysee's store is yet to be released.

For Fall/Winter 2007-08, H&M's younger line Divided brings you the creative designs referred from latest international trends, the street and the clubbing scene.

Inspired by the 1950's rockabilly, elegant 70's rock style, and the layered grunge styling or clean Minimal looks from the 90's (think Prada), the collection features a slim and casual silhouette, with graphic prints, tartan, Fair Isles pattern, animal prints, polka dots and stripes to name a few.

"The Divided concept has a style that attracts both grown-up and teenage customers. I think the creativity and comfort is the key to success," says Margareta van den Bosch, H&M's Head of Designs. "Great patterns and prints, cool styles, and most importantly, the latest trends translated in a playful and unpretentious manner."

For girls, the key pieces of the season are a pair of jeans, flannel blouse, romantic tunic, heavy knit cardigan, long t-shirt, sweatshirt dress and leg warmers, all accessorized with long scarf and creole-styled earrings.

For guys, jeans, jeans jacket, flannel shirt, tank top, lumbers in leather and nylon, fine knit cardigan and hooded jersey are the key pieces that you must stock for the Fall/Winter season.

H&M's Divided collection starts from
€3.90 to
€49.90 and is available at all H&M stores around the globe.

*Photos courtesy of H&M.

Hennes & Mauritz (H&M) - 68, Queens Road Central, Hong Kong; 645-659, Huai Hai Middle Road, Shanghai 200020; GF 20,2,24B, 2F24, Super Brand Mall, 168 Lujiazui Xi Lu, Pudong 200120.

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