Come Party With DIVIDED at H&M’s Pop-Up


Earlier this month we shared news of a new east London pop-up that had high street stylists, music buffs and trend shoppers freaking out. The latest H&M store to arrive in London, situated on Dray Walk within Shoreditch’s Old Truman Brewery, promised a bunch of exclusive happenings, from personal shopping experiences and nail bars amid a grunge-inspired collection to workshops and secret lock-in parties. We went along to the inaugural after-dark event and you’ll be pleased to know that the first of six big nights of music, cocktails and H&M love was a wild one.

With a feature-length set by the inimitable Nasty McQuaid, delicious free drinks, swish strip-lighted decor and weirdly entertaining props that kept us occupied, yes we’re talking about the hand photo booths and H&M gumball machine, a simple fashion pop-up in a blank unit became a resonating hall of flashing cameras, bold silhouettes and stylish creatives sharing stories and letting loose. What did this experience teach us? Well, we now have the urge to shop for a new winter wardrobe, we want to dye our hair blue, and we now know that gin and ginger beer is tasty. Who knew?

If you’ve never transformed a shop floor into a dance floor, shimmied around wigged mannequins, sipped on icy summer drinks between rails of band tees and plastered walls with Fujifilm photos, we suggest you join H&M and their party-ready staff for the next Thursday night lock-in. Expect music from Annie Oh, a close look at autumn and winter’s ready-to-wear pieces, a fully stocked and deliciously open bar and a few more surprises. The pop-up store will be open as usual during the day but if you’d rather drop by after dark on Thursday simply register here for a free +1 ticket and remember, it’s first-come first-served so get down there early to avoid disappointment.


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Words: Emily Beeson | @younggoldteeth