Glitterbitch goes shopping.
H&M's future is Divided
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Once upon a time, high street chain H&M wasn't too bad. Sure, it wasn't re-writing fashion history, but you could pick up some half decent bits and bobs. Now, it's full of emo tat and over-priced celebrity brands (since when does Madonna shop in H&M?), but could this all be about to change when one of its top labels, Divided, get its first UK store later this month?
The flagship shop will launch on Thursday 17th in Camden and will be the fifth Divided shop in Europe. According to Drapers Online "the store will stock menswear, womenswear and accessories. It is 8,300sq ft and is split over two floors. It is expected to have a warehouse-style interior featuring scaffolding." Scaffolding in a shop? Nothing sells cheap, mass-produced teenage clobber like poles and boards. Maybe they could throw in some men drinking tea and wolf-whistling at the girls to really add that authentic 'street' feel.
Accompanying the unfinished scaffolding look will be "colourful display blocks, oversized speakers and tube lighting" promises Fashion United. As all women love to try on clothes when lit by industrial tube lighting. All this sounds so desperate to seem current and on trend, but do shoppers notice and really care about the decor of the shop they're in? Surely, we should be talking about the clothes not the questionable interior design.
This news comes off the back of a purple patch for H&M who have been making moves to expand their retail empire. Camden should certainly offer enough emo kids to get those cash registers going.
Flickr image from James@mannequindis play.com's photostream.
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