updated 28 May 2011, 15:59
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Hurrah! H&M to open here in September
by Joy Fang

FAST-FASHION giant H&M will officially open its doors in Singapore in early September. The 3,000 sq m store in Singapore, which will be located at Orchard Building, will mark the brand's debut in South-east Asia (SEA).

Ms Pernilla Halldin, Press Officer Expansion of H&M, said the Singapore store "is an important step into South-east Asia where we see great potential for expansion".

H&M's Asia footprint currently includes eight stores in Hong Kong, 48 in China and four in South Korea. It has more than 2,200 stores in 41 countries worldwide.

The store here will carry the same collections as those worldwide, though the chain will take into account the Singapore climate when stocking the store and tweak the stock accordingly, said Ms Halldin.

When it opens, expect splashes of bright orange and burgundy for the women in its debut Autumn/Winter collection.

Its showroom manager, Mr Ian Lee, told my paper during a press preview that looks in the brand's key trends will have strong 1960s and 1970s mod-music influences, Twiggy- inspired looks and tons of liberty sharpie prints and floral patterns.

Expect apparel with loose- fitting and lean silhouettes and high-waisted trousers.

The collection will also offer New England trends that portray elegance. There will be items like pussybow blouses, tweed blouses, wide-legged pants, knee-length skirts and lots of mustard, cream and pink colours.

For those who prefer a clean look, classic pieces such as knits and textured blouses from a natural colour palette of greens and browns are also available.

Women will love the matching accessories. Chunky rings, wedges, satchels and velvet pumps will complete the look.

Simplicity and functionality are the key words for men's looks.

Expect clean and sharp looks: tailored trousers, salt-and-pepper suits, tailcoat or tweed jackets and slim shirts with pin stripes.

Also expect an "outdoorsy" range, with checks, aviator jackets or parkas, velvet pants with suspenders and heavy boots.

Prices are similar to those at H&M's Hong Kong outlets. This means a men's T-shirt costs roughly HK$149 (S$24), while a leather jacket costs HK$1,490. For women, accessories cost HK$29.90 and jackets cost HK$1,290.

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