Exactly 10 years ago on September 3, Swedish retailer H&M made its entry into the Singapore retail scene and opened its first flagship store in Orchard Building. So it’s only fitting that to mark its decade-long presence here, the high-street label has turned the space into a party central of sorts for shopping fans.
For the whole month of September, the store will be hosting its ’10 & More Singapore’ campaign that sees H&M enticing shoppers with a slew of engagements and shopping treats that go big on collaborating with homegrown brands.
Cue a pop-up cafe featuring good grub by local F&B companies like Coffeebreak, GudSht and Maison Sucree and a booth for T-shirt customisations using the graphic prints of homegrown female illustrators like Lydia Yang (September 3 to September 9), Danielle Tay (September 10 to September 16), Aeropalmics (September 17 to September 23) and Marie Toh (September 24 to September 30).
As a showcase of its support for independent labels here, H&M has also launched an initiative dubbed ’10 By 10′ – a product spotlight that comprises made-to-order designs and artisanal creations. To purchase the wares, simply scan a QR code in-store to access each brand’s shoppable links.
Ahead, we take a closer look at these designer collaborations.