As a Swede, H&M, just like Ikea, Saab fighters and Volvo and other huge brands are like brainwashely rooted in my backbone since birth. and we are very loyal and proud over our Swedish brands.
Still, I tend to never have had found anything at H&M the past couple of years ( lots for our son tho)
Yes, someone at H&M has recently finally realized not to underestimate the level of Dubais sense of new Global trends over here (Yes, glamourous fashion shows and retail trends are two different things in business). I mean..not until now after the Dubai stores have had been updated- I finally can fetch some of the new more urban cut items that I knoooow the stores in Sweden, London, NY etc always have been carrying! I'm now a happy chica to represent my H&M national dress over here :)
Even better? H&M little baby, the concept store COS has arrived in Dubai!
This means Swedish Urban Cool, minimalist & ahead of trends cuts..you name it! Trendy but timeless.. It contains everything for creating a classy basic wardrobe with some hot key color babes.
I promise.. ( yeah, I rarely do) Cos its here & Ill will proper shop there.
By the way.. You readers very well know by now that I support sustainable products, recycling and up-cycling..Very much needed in this region.. I really want to push the news on that H&M have brought in their recycling movement to Dubai..Please donate any used clothes to any Dubai store to help a person in need. Proper feel good stuff!