Last week the doors of the Swedish empire in retail fashion, H&M, launched their brand in Sydney’s Pitt St Mall with Solange Knowles on the decks as star DJ. The iconic launch brought 1000 guests who perused the three-level flag-ship fantasy with eyes wide-open. Famous faces included those of model brothers Jordan and Zac Stenmark, Bachelorette Heather Maltman, Didier Cohen, Tegan Martin, DJ TigerLily Charlotte Best and Mimi Elashiry. Not to mention two of the Burgess brothers, Pip Edwards and Reece Mastin. Solange Knowles Mimi Elashiry The invite-only event was a night of excitement that brought out the who’s who of the fashion, modelling and media industry. It seemed the social calendar was bursting for celebs, as the H&M launch overlapped the Elle Australia Style Awards, a task the in-demand appeared to juggle with ease. After recently launching the designer collaboration Balmain X H&M, the retailer continues to open flagship stores across the globe, bringing serious competition to companies such as Zara and Forever 21. H&M is a fashion-forward and wallet-friendly Swedish revolution, which is heaven on earth for the lovers of smart shopping. Stocking the latest on-trend essentials, H&M caters to women, men and children as well as a having a homewares department. Daniel Newberry from Belton Management and Platform Me Representative George Genesis, were impressed with H&M’s Pitt St launch, speaking of the Mumm champagne and cocktails which accompanied lavish canapés. “The store and the staff were extremely impressive. This place is going to be a hit” he said. Daniel Newberry and George Genesis Erin Holland The red carpet was rolled out for an evening of bubbly drinks and personalities. The store is the second in NSW, coming a year after H&M was added to the newly rejuvenated Macquarie Centre in Ryde last October. H&M is officially open for business!