New avenue for H&M

  • Style
  • Tuesday, 05 Nov 2013

Popular fashion retailer H&M has just opened its latest flagship store in Kuala Lumpur.

IT HAS gone through a major facelift and revamp, and now, here’s another reason to drop by Avenue K, Kuala Lumpur. Popular Swedish fashion retailer H&M (Hennes & Mauritz AB) has just opened its newest flagship store at the mall, said to be the biggest yet in Malaysia.

Following its successful openings in Lot 10, Kuala Lumpur; Setia City Mall and Paradigm Mall in Selangor; and Gurney Paragon in Penang, H&M’s latest addition brings the total number of stores in the country to seven. This includes the recently opened outlet in 1 Utama Shopping Centre, Petaling Jaya, and one more in Sunway Pyramid, Selangor to be launched by the end of this year.

“H&M has always believed in offering fashion and quality at the best price, and we feel the best way to bring this to style-savvy Malaysians was by being accessible at the most convenient locations in the city,” says Magnus Olsson, Country Manager for H&M Greater China, Singapore and Malaysia.

The H&M store at Avenue K spreads across three floors and covers about 3,251sqm.

Known for its affordable and trendy fashion across the globe, H&M offers concepts for women, men, teens, kids, and babies.

It also offers exclusive designer collaboration collections for sale in Malaysia, such as Anna Dello Russo and Maison Martin Margiela. 

Debut Diesel Denim capsule for Nicola Formichetti.

Experimental campaign 

THE new denim capsule by Diesel’s artistic director Nicola Formichetti remixes some of the brand’s classic pieces.

The Tribute collection saw Formichetti hitting the reference books for his retro, biker-style capsule collection: “I went through all the (Diesel) archives and factories, found all these amazing old patches and scraps and so I made this little collection using only denim and leather,” he said.

But if the collection looks to the past, the associated campaign has both feet firmly in the future with an innovative use of social media and new technologies. “So I’m thinking to myself, how can I show this off in a new way? Well, maybe I can do something purely online. I want to get straight to the Diesel consumer; I want to be experimental,” explained the Japanese-Italian stylist and designer.

Perhaps most interestingly, all of the striking campaign images were shot and edited on an iPhone. Formichetti picked out fashion photography legend Nick Knight for the project, who was happy to get on board with the concept. 

“Nick was so confident – he said sure, let’s use an iPhone. And we just chose a couple of apps that we liked. One was called Glitch, and the other was called Megaphoto. We just took the photos and (edited them) with those apps.”

And like the stars of the recent Diesel Reboot campaign, most of the models were found by Formichetti on Tumblr or discovered by chance, rather than cast through traditional agencies. – AFP Relaxnews

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New avenue for H&M


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