A little over twelve months ago, I flew all the way to Paris and shopped up a storm at H&M on the Champs Elysees. Last night I simply hopped on a tram and headed to the city centre of Melbourne, where H&M Australia launched their first store, at the iconic GPO.
There were lights and music as the entire VIP set of Melbourne (and then some!) turned out for what would be the party of the year. They sorted us by surname as we entered the red carpet, and ushered those who were unknowns behind the back of the media riser where we happily took instagram photos of our own by a media wall perched for that specific purpose.
Inside, the beautiful GPO building has been transformed into a gorgeous retail space and it’s hard to believe that once many shops and cafes filled the space. Now every square inch of this incredible store is filled with clothes, shoes, handbags and accessories for men, women and children, and things for the home. So many things! And I want them all.
The prices are ridiculously cheap for Australia, given they are on par with their European counterparts and the quality of the garments is astounding when you consider the price. I was in wonderland. With cocktails by 1806 to my left, and a brand new shopping mecca distracting me to the right, it was hard to know where to look – or who to talk to. EVERYONE was at this party.
With 20% off for one night only, I purchased the Australian Exclusive collection berry knee high boots (genuine leather, $199), a monochrome strapless dress ($79), a pair of jeans ($27) and some lingerie ($30). Knowing that there will be queues to get in for weeks kinda of puts me off going back anytime soon, but I will be back (and probably sooner rather than later!)
I look forward to hearing what you get when the store opens at 10am tomorrow, April 5.
Fun Facts! There will be 250 staff working at the store tomorrow! Plus H&M bought over 50 of their fabulous London staff to help get things going at the start in Oz.