It's here. We'd been wringing our hands with anticipation ever since the news landed in mid-2013 that one of the world's largest high street fashion brands was coming to Australia. We knew it would be impressive, but the scale didn't quite hit us until we entered GPO to find that all three of its floors and 5,000 square metres are now taken up by pure H&M glory. Each level is divided into 'mini-stores' such as formal, casual, shoes, kids and homewares, which makes the shopping experience less overwhelming. There are fitting rooms placed throughout the building. All of the clothing, shoes and accessories – even the essentials including jumpers, lingerie and jeans – are fashion-forward and extremely well priced.
At the moment, you'll also find the Alexander Wang x H&M collection: a collaboration with the edgy American fashion designer that was announced in April at Coachella Music Festival (of course) and launched in October at a huge party, headlined by Missy Elliott (naturally). The men's and women's collections represent Alexander Wang's first-ever foray into active wear. Sleek, monochrome, sporty: some of the more left-field creations include long black scuba gloves and stretchy, reflective silver houndstooth leggings. You know what? Just go in and check it out for yourself.