Yesterday during a very rainy morning, H&M was opened inside Selfridges by an American DJ Leigh Lezark, who is also a model and sometimes seen on the front row of fashion shows. The H&M concession, which only sells women’s clothing and accessories, is found on the ground floor next to All Saints. I still remember there were many eyebrows raised when the news broke out about how Selfridges were to sell the brand’s products in the store. I was quite curious to see how the shop would look and what items they would have on offer, considering the department store is mostly known for selling expensive luxury goods. I have to say the shop does look really good, with beautiful decor, LED H&M logos and a giant plasma-type TV. The clothes and accessories are clearly selected from H&M’s top line as most of the items I saw were very smart looking. I saw some jackets I liked and my favourite piece was probably a super soft crew neck jumper which looked and felt so much like a cashmere jumper. In fact I even bought one!

As part of the launch, Leigh curated a few of her favourite pieces and then took part in styling the mannequins. It was so much fun to watch – she was incredibly nice to me, as was Geordon Nico – they both make up two parts of The Misshapes, a New York City-based DJ trio. Here are some photos!

A press photo shoot:

Walking on by, Leigh looked at me and gave a warm smile as she was busy at work.

This was delicious!

I really liked these free lollipops as well!

The jacket on the right is really nice.

The H&M LED logos are all around the place and gives the area a more upmarket feel.

Goody bags were given out to some names they had on the list. Mine had an H&M magazine (it’s pretty good), a £20 gift card and a print scarf (seen further below). Loved the H&M smoothie.

Do you plan on visiting H&M at Selfridges? I hope you enjoyed the photos! I will have more photos up soon of my time with Leigh Lezark at Selfridges and H&M. It was a surreal experience!