As we walked through the doors of Melbourne’s iconic GPO for the launch of H&M Australia this evening, our deepest fears were vanquished. Many a Melbournian had worried about the fate of this heritage listed building- sure, the exterior had remained untouched, but what would become of the GPO interior when filled with high street wares?


Rest assured, fashion lovers. H&M Australian is a truly beautiful space, paying tribute to and respecting the building’s original design. Filled to the brim with affordable high street fashion and home wares, we can confirm that the retail giant’s down under debut well and truly lives up to the hype. Bright and airy, filled with chandeliers, mirrors and a CAROUSEL, stepping into H&M Australia is like jumping down the most fashionable rabbit hole ever.

An assembly of fashion journalists, bloggers, models and celebs were treated to cocktails, canapés and musical stylings from the likes of Haim and Van She. Offered an exclusive look at the store and the stock before Saturday’s 10am opening, we rummaged through the racks to get our hands on a few goodies without the 10am queues.

While European retails chains such as Zara and Topshop have come under fire from Australian shoppers for raising their prices upon arrival in the Southern Hemisphere, H&M has stayed refreshingly true to its cheap and cheerful mantra. With piles of high quality basics plus a line of high-end influenced Australian exclusive pieces, on could truly come home with a whole new wardrobe with very little affect on the hip pocket. Embellished silk boho maxi dresses are teamed with floppy feather topped hats, boxy leather jackets are worked back with denim and pastel coats are draped over midi length cocktail dresses. This new Australian retail space has something for every shopper, and some.

H&M Australia opens to the public at 10am on Saturday, April 5, at Melbourne’s GPO.

Images by Wanda Chin.

About The Author

Gemma Watts

Gemma Watts has worked in the fashion media industry since 2012, writing for and being headhunted by some of the country's leading fashion and beauty companies. With a Diploma of Professional Writing and Editing and a Bachelor of Communication (Journalism) under her belt, Gemma is able to combine her two greatest passions as Couturing's Fashion Editor- fashion and writing.

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