Celebs flock to H&M’s haute new SoHo spot

H&M is going haute.

The Swedish powerhouse has opened a chic new store in SoHo, stocked the airy space with its elevated women’s collections, added a curated second-hand shop-in-shop, and implemented improved service features. 

The Stockholm-based giant celebrated the debut of its retail concept at 591 Broadway with a celeb-filled bash on Wednesday. “Euphoria” star Hunter Schafer, actor Diane Kruger, model Iris Law, TikToker and model Alex Consani and model Amelia Gray Hamlin vamped for pictures and grooved to DJ sets by Amrit and Mia Moretti.  

The brand’s most upscale and fashion-forward line, H&M Studio, will be sold at the brick-walled boutique starting Feb. 29.

Available in only three stores in the U.S. and developed by a dedicated team, the drops are biannual, just like a designer label. A team of models strolled the party, wearing the ‘70s-inspired togs, from an oversized striped button-down paired with flares to the coolest sweat set.

Soho also stands out as the label’s first North American location to carry a “Pre-Loved” assortment of hip vintage pieces from different brands. From February 7th, designer vintage aficionado James Veloria will scout special items for the sustainable offering. 

As for in-store tech, customers can use smart mirrors in the dressing rooms to request products from the sales floor. The mirrors also identify garments, including size and color, and provide personalized product and styling recommendations. 

Once a selection is made, mobile checkout is available anywhere in the store.

After all, nothing is more luxurious than a seamless shopping experience.