The H&M Experience

And what an experience it was. Let us begin the H&M story from the very beginning... 

My infatuation with H&M began at a a Retro Star sale about three years ago. I remember my mum picking up a black cropped jacket and contemplating whether to purchase it or not. Though it was only ten dollars, my mum was calculating whether it would be money well spent, or money wasted on something that would be pushed to the back of the wardrobe, never to see light for years. Oh the struggles of bargain buying. When she showed me, I asked her what the label was. She replied with ‘H&M,’ though she hadn’t heard of it before. I convinced her into buying it as I was intrigued that a H&M item had ended up in a sale in Melbourne. At the time I didn’t really have a clue of H&M’s quality but somehow I had formulated in my own mind that it was a quality brand, and so the first H&M purchase was made.

I seemed to have forgotten about my fascination with H&M until 2012. In that year, Lana Del Rey was cast as the brand’s face and voice for their Fall/Winter campaign. She sang a cover of ‘Blue Velvet’ for the brand’s commercial which was so euphonious that the words trickled like honey off her bee stung lips. The pink angora blend sweater is what sent me craving, combined with the winged eyeliner and the thick and luscious hair, my love for H&M was reignited. But it seemed my ‘Burning Desire’ (see what I did there? If you’ve listened to her Paradise edition of Blue Jeans you’ll know what I mean) was not to be fulfilled. The lack of a H&M store in Australia meant that my dream of recreating Lana’s retro-style look was not going to be translated into reality.

Fast forward to just last year when a rumour was spread that H&M was coming to Australia. With the installation of Zara already in Bourke St, it was a speculation that was quickly becoming a possibility. As the months went by my hope that H&M was actually coming rapidly grew. Finally it was announced that, in fact, H&M would not only be coming to Australia, but to Melbourne. I could not be happier and it meant, in my mind at least, that Melbourne was truly the fashion capital of Australia. Sydney can have their Opera House and Queensland their Big Pineapple, but Melbourne is claiming its ownership on fashion. And so the date was set, April 6th was to be the grand opening day of H&M. During the lead up to opening, H&M’s Australian website was launched and advertising was presented around town featuring Aussie model Miranda Kerr. Could it get any better than this?

And it did. Well, not the one and a half hour wait in line to get in, and that was a couple of hours after the official 10am opening. We amused ourselves (my mum, sister and myself) by reciting our French verbs and watching the people around us. My heart began to race as we reached the entrance to H&M. Though it was noisy and bustling inside, a state of calm washed over me as I was in complete awe of not only the beautiful architecture, but the sheer volume of absolutely gorgeous clothes. I was in a fashion lover’s heaven.  

I was surprised by a few things from my venture into H&M. Firstly, the size. Before it opened I could not calculate how or where they would put the store. H&M takes up the entire GPO building, from floor to ceiling. The only negative is that in some places towards the exit the ceilings are quite low, but otherwise it is spacious. Then onto the prices. The prices are so affordable that it is dangerous. Twenty dollars times ten is two hundred dollars. Not the most advanced mathematical problem, but it is something to consider. However, compared to other stores’ prices it is very, very cheap. Not only are the items reasonably priced, the quality is there, which is often rare with cheaper brands. What shocked me was how a twenty dollar skirt could be so heavy, so thick and stylishly tailored. 

My advice: do not enter on an empty stomach and make sure you have/had water. I made the mistake on going without breakfast that morning and getting stuck inside without any food or water. At one point I was scared that I was going to faint, it was definitely an experience! What was strange is that I felt satisfied that I endured through discomfort and I truly experienced the opening day. It was my idea of an adventure. Forget steep hills, fresh air and a lack of a plentiful water supply, give me crowds, aching arms, a sweaty brow and knocks to my side any day. Do take note that the change-rooms on the ground floor tend to have a shorter line, try to avoid the change-rooms near the pyjama section if you don’t want to wait.

I left H&M on that day a very satisfied customer, bags in hand with urge to go home and admire my purchases. I loved it so much that I went back again just a couple of days ago. Two trips in three weeks. My love for H&M is officially burning...