PHOTOS & WORDS: ZOE LONDON
THE H&M DIVIDED POP UP STORE ON BRICK LANE IS THE PERFECT SURROUNDING TO SHOP SOME OF H&M’S BEST PICKS!
Yesterday I was booked to DJ the brand new H&M Pop Up store on Brick Lane (it’s part of the Old Truman Brewery, find it opposite Rough Trade) and I fell in love with it. A little concept store showing off some of the best picks of the new Divided range, it’s a pleasure to shop due to it’s handpicked curated design. The mannequins carefully designed with trends and the London customer in mind, with inspiring new ways to wear great high street clothing at affordable prices.
I DJed yesterday but will be back twice more, on the 9th August and also the 23rd August, but between then and now you can catch Georgia LA, Double Trouble DJs Kylie Griffiths and Mali Hood as well as Roman Kemp and Laura Jean – between us we’re covering every Thursday, Friday, Saturday and Sunday in the H&M store! As well as DJs there’s also temporary tattoos, hair braiding, nail art and a whole bunch of other fun stuff going on inside the store as well as a complementary bar serving up drinks and their signature mocktail all day.
I love it when a concept store is done well, with a pop up you actually can see yourself in. The H&M one for me does just that, bringing the affordable high street prices of H&M but in a more fashion forward way, with amazing, knowledgable and insanely friendly fun staff too. What better way to shop than dancing along to your favourite DJ’s tunes, drink in hand and some cool H&M pieces too?
Will you be heading down to the H&M pop up on Brick Lane? It closes at the end of August so you still have just over a month to head down!