To mark the launch of its new DIVIDED range, Swedish fashion giant H&M has opened an urban pop up shop in East London’s Truman Brewery - flaunting the best from the new range alongside a selection of creative workshops, music and, of course, a good splash of booze for good measure.
Designed with the city’s musos and fashion fans in mind, H&M’s DIVIDED collection boasts an eclectic collection of bold and bright festival garms alongside everyday essentials for the summer season.
In order to celebrate the collection’s obvious ties with the city’s music scene, H&M teamed up with Noisey to plan a series of weekly 'lock in' sessions, which run every Thursday night until the 2nd of September. The parties are hosted by some of the best selectors from across the capital, including Annie OH, Shorebitch, Noisey, NTS and Rough Trade.
You can sign-up to attend the parties via the Noisey Website. Each confirmation email includes a + 1, but spaces are very limited; entry is admitted on a first come first serve basis, so make sure you get down early if you intend to get involved!
In the meantime, check out the new Divided range in full over at hm.com