After years of jealously watching the rest of India shop at H&M , Hyderabad gets its turn. The city will now open its doors to the brand that promises alternative trends and resourceful merchandising strategies. The moment the news broke with #HMlovesHYD, shoppers across the stylish city have been piqued about what’s on offer.
Spoiled for choice
H&M’s spokesperson Dhatri Bhatt says, “We will have dedicated sections for concepts including underwear, accessories, Divided, H&M+, H&M Mama and H&M Sport. The key trends for the spring collection include meadow-flower motifs, khaki shades and free-flowing silhouettes in love-forever lace, embroidered blooms and a fresh colour palette.”
Fashion bloggers in the city will be quick to display the fruits of H&M’s opening. Chandana Munipalle of ‘A Girl at First Avenue’ explains, “Hyderabadis have a unique personal style which has a mix of traditional old world charm and modern aesthetics. So despite brands like Zara and H&M existing in other cities as well, what the Hyderabad crowd will make of these brands is always interesting to watch.”
Gold sequin mini skirt
The ‘Instagram-generation’ reveres all things glitter and holographic, whether it is cosmetics, accessories or an entire outfit. You can find all things ‘holosexual’ from clutches to trainers, if your heart desires it. Millennials aren’t averse to a flash of chrome, after all.
In the lingerie section, H&M will retail power push-ups, lace balconettes, self-adhesives and teddies, to name a few. Sonakshi Sinha swears by their velvet bodysuits, and now shoppers can get one too.
Koi satin-finish bomber jacker for men
With athleisure ruling the scene, H&M brings trackwear that exudes an faux-athletic vibe — graphic tees and oversized hoodies stamped with statements of the ‘good life’.
Swimwear, a top-selling genre for the brand, comes at the right time for Hyderabadis packing their bags for sunny getaways or even for the city’s season of club-night pool parties.
Men can look forward to new takes on classic outerwear; innovations of essential pieces like sweatshirts and tracksuits, elevating their look to a high-street level. Unusual blazers and hipster-styled shirts are also thrown into the mix for the experimental dressers.
While Zara’s kidswear sticks to preppier styles, H&M presents a much more versatile wardrobe for your child — from the flannel trend and rocker t-shirts, to clean lines and neat collars.
Cut above the rest
As well as the unending possibilities, the label has also collaborated with reputed names such as Versace, Karl Lagerfeld, Jimmy Choo and Roberto Cavalli to create affordable lines. H&M began in the 1940s as a single store for womenswear called Hennes in Sweden, which later progressed to Hennes & Mauritz in the 1960s. Now H&M is racking up to 4,500 stores in 65 markets, hence its diversity.
Unlike Forever21, which draws in a more adolescent demographic, H&M celebrates the harmony between chic conservatism and sophisticated silhouettes, while still keeping the designs fresh and age-appropriate. The brand also employs the use of sustainably-sourced fabrics like hemp, Lyocel and organic linen.
Amazon Fashion Week India has been a popular platform for their ‘green sensibilities,’ recently showcasing the 2017 Conscious collection, which encapsulates new-age textures, ethereal hues and angelic draping, proving a wearable brand can have avant-garde traits. The collection is revamped annually, often featuring Bionic, a polyester derived from shoreline-based recycled plastics.
Available at 160 stores globally from April 20, Hyderabad will unfortunately miss out due to the store opening after the launch.
H&M opens in Inorbit Mall Cyberabad on April 22, unveiling the two-floor, 33,000 square-foot expanse. The store is offering the first three shoppers gift vouchers of ₹10,000, ₹7,000 and ₹5,000, while the first 500 will be rewarded ₹500 gift vouchers.
