I BRING AGAIN ALL THINGS SVERIGE

I bring to you again all things Sverige. Why?  Because it is my blog and because I can. For this series, I will be bringing light to Hennes and Mauritz, also well known around the world as H&M.



If you do not know about H&M then you really must be living under a rock or just plain stupid (kind of harsh but true). 

Hennes and Maurtiz actually started as a woman's department store during the 1940's at that time it was just called Hennes (in English means her). It is not until 1968 that the store began incorporating mens wear, which in turn created the meager of both parties and became what we now know as H&M.

I love this store. Regardless of the change in trends, H&M has always stayed true to themselves. If you look closely, you will be able to recognize the way they have always incorporated old Swedish folklore and traditions into their style of clothing. Their clothes are chic yet comfortable. As well get this, they are also affordable. What a SHOCKER right?!! But H&M has not stayed static. You are now able to find them in over 20 countries. AND (drumroll), designers are finally recognizing the retail potential that H&M provides. Designers like Roberto Cavalli, Karl Lagerfeld, Stella McCartney, Comme des Garçons, Jimmy Choo, Sonia Rykiel, Lanvin, and now Versace have all jumped onto the band wagon. The only thing that worries me is with all this big time co-designers, I hope that H&M do not lose themselves. They started out as the "people" store where even the middle class were able to afford to spend money in their brand. With these expansions will it drive people like me out to only carter to the rich and famous? That is the question. I truly hope not. I am a great supporter of all things Swedish. I hope they do not put greed in front in order to forget those who have always being their great supporters.           

                                                THE CONSCIOUS COLLECTION  

       

               I BRING YOU BACKSTAGE SHOOT WITH JIMMY CHOO FOR H&M