H&M Singapore To Open Fall 2011

SINGAPORE — Back in November, H&M announced its first foray into South East Asia. Destination: Singapore. The location? The Orchard Building on the corner of Orchard and Grange Roads.

As one of of Asia’s favorite shopping destinations, H&M felt Singapore was ripe for a store opening.

H&M thinks of it this way: “There is great potential for expansion in this highly populated fashion-conscious region.”

While I would prefer to root for the home team and argue that Manila should have one too, I couldn’t be happier for both locals and expats living here, Filipinos included.

So when H&M Singapore’s showroom opened to the press last May 18, and I was invited to come in for a sneak peek of the coming Autumn/Winter Collection, I was thrilled. I’ve been buying from H&M since back in my teens, when their store signage still read Hennes & Mauritz.

Two decades later, I am still a customer. I cannot resist stalking H&M for trendy $10 sale finds and $30 dresses that surprisingly hold up well after so many years.

Suffice it to say, I was psyched to be there at the showroom. It felt like my years of being a devout H&M shopper were now being rewarded with special passes to their faux pearl gates.

True enough, H&M’s coming collection does not disappoint. As Ivan Lim, H&M Singapore’s showroom manager, walked me through the various themes from the collection, I could spot at least two items from each rack that should be in my closet. Even the men’s collection had gems in store.

The autumn style for women is surprisingly elegant with a ‘70s vibe going on.

Five trends exemplify this season’s look: Carnaby, New England, Simplicity, Heiress, and Shadow Land. The general color palette consists of brown, camel, pumpkin, burgundy and cream.

And lots of vintage inspiration are evident in long and loose silhouettes, wide trousers and blouson tops interpreted in autumn fabrics like tweed, flannel, leather, suede with touches of lace, silk prints & brocade.

H&M Divided, which is targeted towards the younger set, continues a play with brights, color blocking and stripes. From dark and brooding gothic designs to light, ethereal dresses, and bright, playful pieces there’s always something to suit every mood.

Men’s fashion for autumn meanwhile continues to focus on simplicity, function and personal style.

While women’s fashion is geared to be always of the moment, men’s pieces are designed with longevity in mind.

Plenty of fashion essentials and closet staples are included — from collegiate pieces like skull tees, trousers with braces, gingham shirts, varsity jackets, shirts with elbow to new classics such as tailcoats and two-tone blazers. The overall look is slim and sleek, despite the layering.

The H&M flagship on Orchard Road will open with the Autumn/Winter 2011 Collection in early September 2011. Spanning three levels, it will have a total sales area of 2,800 square meters and will be a full concept store stocking apparel and accessories for men and women, including the Trend and Divided lines, as well as children’s wear.

New pieces are guaranteed to arrive each week, so there’s plenty of reason to pop by and visit often.

Prices, if you’d like to know, will not be too far off from that of H&M Hong Kong.

After waiting years for H&M to get here, and months of anticipation, Singapore residents may rest easy knowing that H&M is really here. Time flies and to wait for September shouldn’t be too hard.

Now, if only Manila could be as lucky.