Over 400 shoppers queued overnight to be one of the first to shop at H&M’s second store at Ion Orchard

Text & Photos: Shah Salimat
Additional photos by H&M

Swedish fast-fashion label H&M is not stopping in being one of the labels that attracts long queues to its Singapore launches. With infamous queues for its flagship store launch and its designer collaborations with Versace, Marni and Maison Martin Margiela, fans turned up once again – 400, this time – to be amongst the first to shop at the label’s second Singapore store at Ion Orchard.

The two-storey, 20,000 square feet store replaces the space occupied by the final River Island store in Singapore, with the latter brand promising a comeback. The second store launched yesterday at 11am to cheers from staff and thumping DJ beats. Speaking to xinmsn at the media preview two hours before the doors opened, H&M Singapore country manager Magnus Olsson said that there are plans for further expansion.

“The trend globally is that there is a H&M store every few blocks but it just makes it more accessible for someone who wants a certain item, to head down the block to check for stock at other outlets,” Magnus said to xinmsn. Noticeably missing from this store are the premium collections like the Label of Graded Goods (L.O.G.G.) and the Margiela collab but a sales assistant told us that this store has a “more casual approach”.

Check out the photogallery for pictures from the H&M Ion Orchard store opening.