The herworld.com team chats to shoppers about what they bought & how much they spent at the opening day of H&M Singapore
One of the most anticipated events in Singapore’s high street fashion landscape ‒ the opening of H&M ‒ has created a frenzy of Facebook posts and Tweets.
After surviving the crowds at the preview opening event last night, the intrepid herworldplus.com team has braved hangovers and morning shoppers to stake out the Orchard Building H&M store to bring you a blow-by-blow blog on what goes down, who’s there and what you should buy.
Saturday, September 3, 2.19pm
Well, we had our fun at the new H&M Singapore, and although there are still people lined up all the way to 313@Somerset, we're heading home. We hope you've enjoyed out blow-by-blow blog on the whole phenomenon of the arrival of H&M in Singapore. Here are a last few images to take with you.
Saturday, September 3, 1.24pm
Talk about taking advantage of an event! MacDonalds has jumped on the H&M opening bandwagon and sent out a pretty girl with a very specific message for the shoppers lined up outside the store. It reads: “Swedish Fashion. It goes perfect with French Fries. (Actually, anything does). Clever, or what?
Saturday, September 3, 1.14pm
Well, happy and satisfied shoppers are starting to appear at H&M Singapore now. We met Yiyang, 24, who started queuing up at 8.50am this morning.
She spent $528 on a blazer, a pair of wedges and a polka-dot pleated skirt! Yiyang used to study in the UK and she’s been to all the H&M's in the world – she truly is a ‘fanatic’.
Her favourite H&M store is one in Spain, but she like the Singapore H&M store too; says it’s “huge, spacious, and reminds me of Europe”. “It’s cheap too! I can shop more now,” says Yiyang.
Yiyang with her H&M Singapore goodies.
Saturday, September 3, 12.15pm
We spoke with Lisa Chai, PR & Marketing Manager for H&M Singapore who told us that the store staff prepped overnight for the opening; two batches in shifts.
H&M Singapore are very surprised by the turnout and the enthusiasm from fans; even the number of ‘Likes’ and RSVPs to their opening event was overwhelming.
The brand organised to have 1,500 H&M umbrellas on hand just so they would be prepared for rain or shine – which was just as well, since the rain started a while ago.
H&M country manager Lex Keijser was very touched by the support which is why H&M decided to giveaway the extra $100 vouchers. He’d actually been worried that no one would bother to queue up in the humid Singapore weather!
Saturday, September 3, 11.25am
There's no mad rush at the H&M Singapore opening;everyone's being super orderly when entering the store. There's a crowd of all ages here: toddlers, teens, senior folks too! We also spotted Amita Yumi, the Bali-based doctor and socialite on Orchard Road. Was she heading to H&M Singapore too?
Saturday, September 3, 11.16am
Great news! Although there were only five $250 vouchers to giveaway for the first five people to enter H&M Singapore today; the brand was so overwhelmed by the support that they've also given out 15 $100 vouchers to those who waited too. Isn't that nice?
IT'S OPEN! Saturday, September 3, 11am
H&M country manager Lex Keijser personally welcomed the first batch of people in the H&M queue individually as they entered the store. The whole staff are cheering as people enter. The atmosphere is very excited and the crowd is pumped!
Saturday, September 3, 10.55
We chatted with Albert Pang from Mercury MC ‒ the fabulous team behind the publicity of H&M Singapore ‒ who said the first three girls waiting in the queue are very tired; they’re exhausted he said.
H&M are handing out bottles of water and umbrellas to the people in the queue ‒ they don’t want people passing out before they get a chance to get in. They also gave the people who’d been waiting overnight breakfast after buying supper for those who were there last night!
Albert said the global H&M team are really excited to see so many people waiting and are amazed that the response has been so overwhelming.
Saturday, September 3, 10.47
Two more fans of H&M, are friends Jeslyn, 20, and Sarah, 19 (pictured below). These two have been queuing since 9.30am and are major fans of the brand, especially Jeslyn. Although they realise they probably won’t get vouchers, they’re here more for the experience they say. The girls have always asked friends to buy H&M for them on overseas trips so they’re excited H&M is finally in Singapore. They love the coats and the printed dresses.
Saturday, September 3, 10.14am
Meet Abigail, 14, Alethea 18, and Cheryl 19 (pictured below from left with the H&M models) who have been queuing outside H&M Singapore since 7am this morning. These three girls a huge H&M fans ‒ they’ve even flown to Hong Kong just shop the brand! Althea is after the H&M green and black polka-dot skirt that inspired by Marc Jacobs AW2011. Her friend Cheryl loves everything printed.
Saturday, September 3, 10.14am
A whole bevy of H&M models have just arrived dressed head to toe in H&M, of course. Fans waiting in line are taking photos with them. Is it just to relieve the boredom? Or are they just super excited?
Saturday, September 3, 10.11am
The line for H&M stretches all the way to 313@Somerset! There are friends who met in Switzerland and have reunited in Singapore just to queue for the H&M opening ‒ fashion really does bring people together.
The crowd stretches to 313@Somerset (above left) and H&M chief designer Ann-Sofie enjoys the crowd (above right)
Saturday, September 3, 9.30am
The crowd is building; people who have been waiting all night are getting excited and even Ann-Sofie, the head designer of H&M, is happily outside the store watching the fans and smiling broadly.
Friday, September 2, 10.30pm
Spotted in the queue outside H&M store at the tail-end of the preview opening were three girls ‒ Tracy, 28; Michelle, 18 and Weilin, 18. Michelle and Weilin are friends, while Tracy decided to go alone and was snacking while reading up on what to buy in the latest H&M magazine.
They’re all students, and although Michelle and Weilin should be studying for their exams, they thought a break to grab some great fashion was worth it.
The crowd outside H&M Singpore; last night (above left) and this morning (above right)
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