Just in case you didn’t have enough H&M schmutter already, they’re opening a new concept store in Camden…

Fashion forward...

*checks Camden box*

So H&M, purveyors of disposable ‘what, this old thing? £2.99 down Hennes!’ schmutter, are to open their first UK ‘standalone’ shop in London’s not-so-glittering Camden, under its Divided brand. Which is, like, you know, their younger, funkier range. We’ll be the judge of that. ‘Citing, though, isn’t it.

In a grand departure from the norm, the shop will stock womenswear, menswear and accessories. And it’ll be quite big (8,300 sq ft, which actually means nothing to us) and will have a warehouse-y theme thing going on, with scaffolding and everything. How 90s.

We heard this news here. Thankings.

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