News National H&M hits Australia

H&M hits Australia

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H&M, the Swedish megastore on the course of world domination, has chosen Melbourne as its next outpost of affordable fashion.

Its just another in a growing list of international retailers who have decided to make the trip Down Under, lead by Spanish women’s store Zara and British teen favourite Topshop.

To tease its already eager audience, the brand has launched an “Australian exclusive” collection on its new Australian website. The range includes products for women, men, children and even a “Home” section with bed linen, chinaware and furnishings.

The downside? You can’t actually buy anything yet, with no purchase function available. Instead, you will have to lust after the items until the store opens at 10am on Saturday April 5.

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H&M currently has 3182 stores in 53 countries and is beloved for its fast fashion, translating hot-off-the-runway trends into budget styles on the racks.

To complete the Australian connection, the retailer has just hired Aussie supermodel Miranda Kerr as their new face, with Kerr starring in a pared-back campaign pushing casual clothing with pale pink accents.

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