On 5 March, Indooroopilly Shopping Centre opened Queensland's first H&M to a throng of screaming customers, waiting eagerly in line for their first glimpse of the very successful Swedish clothing brand.
Offering an affordable, but fashion focused look on everyday wear, H&M's Queensland's store is no different. Offering beautifully shaped garments not only for men and women, but children as well, providing a practical and varied choice for anyone.
View all photos from Brisbane's first H&M's opening.It wasn’t just the opening of the store that got the crowd going. Staff at the new store (which almost looked like they had employed half of Brisbane) would periodically come out and take turns dancing in groups and riling up the crowd, leaving no one bored or feeling dull. They held streamers, party poppers and pom poms, creating an almost football like atmosphere, pumping up the mob. It was definitely fun to be a part of all the festivities, and it will be interesting to see if they can muster up the same reaction later on this year when H&M open another store in Queen Street Mall.
The store itself was a beautiful combination of minimalism and choice. As you entered you were affronted by the obvious abundance of choice but thanks to the muted pale colours and well placed mirrors, it made it seem like you were a part of a fun fashion warehouse rather than a packed wholesaler. The staff themselves were absolutely wonderful as well. You didn’t feel pressured into buying anything, and they made you feel like you were shopping with your friends rather than insistent and persuasive sales people.The range of fashion was absolutely impeccable. Rather than limiting themselves to typical gender roles, H&M have effortlessly blended femininity and masculinity and provided a well tailored and curated collection from anyone to the casual male to the high profile lady. Womenswear sported some great oversized jumpers just in time for winter, while menswear had their own take on the classic trench coat, for those chilly Brisbane nights. Graphics, interesting cuts and slogans were just a few of the attractive motifs used in creating an engaging assortment of clothes.
Overall, H&M Australia have provided an accessible store that is great for everyone, not just those with heavy wallets and continues to wow not only the fashion focused audience, but everyone that falls under the umbrella of wanting to look good. 
