fashion • 11 Sep, 2017
The Hyped H&M Store Launch
Fast-Fashion Giant Opens In Vietnam
In case you lost your phone last Thursday or just got back from a yoga retreat, you missed H&M’s hotly anticipated retail (and social media) takeover. In June, the fast-fashion giant hyped the opening with an A-list-attended event for their A/W 2017 Studio Line collection. And now finally the store is here, not in District 2 as we first thought, but in a prime corner location in the Vincom Dong Khoi.
Queues snaked down Ly Tu Trong from the doors of the new store all weekend. We lost count of how many people we’ve seen around town since with those black launch bags, screaming H&M’s arrival. And Thursday evening’s VIP opening had one of the best guest lists we’ve seen for quite some time.
If you’ve been following along, you’ll have noticed H&M featuring heavily in our news for a while now. Wes Anderson directed their Christmas ad for 2016, ‘Balmania’ broke out with their 2015 collaboration with the French fashion house. And more recently the Swedish clothing-retailers linked with Kenzo, whose ambassador’s included our own Suboi — who also rocked the opening on Thursday — with models and actresses like Iman Abdulmajid and Chloe Sevigny, and even Chance the Rapper also repping the collaboration. Then, in July, Hennes & Mauritz teamed up with the Turkish-British designer of the moment, Erdem Moralioglu, for another much-anticipated meeting of minds.
It’s been an intense time for store openings here, with Pull&Bear and Stradivarius just arriving, and Massimo Dutti too joining their predecessor, Zara — already likely to be giving retail rival H&M the side-eye from the other side of the Vincom. There’s also talk of Uniqlo coming in the very near future as well, suggesting the seismic shifts in high-street fashion in Vietnam will continue.
For now though, H&M are the talk of our town. Particularly that celeb-packed opening, with our other favorite Swedish export, Kim Ly, who we interviewed back in 2015, stylist Kelvin Lei and local designers like Lam Gia Khang and many more in attendance. See inside the two-floor, over 2000 square meter megastore, and check out who else was ruling the red carpet Thursday evening, below.
Do Hai (right)
Hang Nguyen (middle)
Vu Anh Le
Dustin Phuc Nguyen
Truong Thanh Phong
Phi Phuong Anh
Thuan Nguyen, Thien Minh, Tim Pham & Le Hieu
Photo: Zee & Tuan Tran
Words by David Kaye