H&M aren’t just about clothes. The retail giant has also expanded into events, hosting a series of uber cool parties in the capital this month, with the help of music site Noisey and a croft of underground party promoters. CTC was lucky enough to nab an invite to H&M’s pop shop last week, with music supplied by the Shorebitch DJs.
As we turn the corner into East London’s famous Brick Lane, we can already hear the music blaring from inside H&M’s specially designed pop up. Our names are quickly checked off the guest list as we’re ushered inside, the space is white, minimalist and airy, as it spreads easily across two levels. We’re soon jamming to the sounds of the Shorebitch DJs — an East London party collective who regularly takeover at Dalston rave cave, The Nest — as we browse a host of stylish monochrome garms.
It’s an eclectic tune selection from the Shorebitch crew — think old school R&B jams from Ashanti, J Lo and Ja Rule (“What’s loveee? Got to do, got to do, with it..”), plus some new cuts from Kanye and Jay Z. The crowd are suitably cool and trendy, there’s plenty of babes rocking bindis and crop tops, plus flocks of fellas in patterned button-ups and leather loafers. We scoff down some tasty elderflower cocktails and pose for a cute polaroid (above), before boogieing about the clothes racks for over an hour.
Want to check out the H&M pop up for yourself? You can get yourself to one of H&M’s sweet Thursday night knees up, there’s two more to go before the event series wraps up. You can head to Margarita Louca’s party next Thursday 27th August and Rough Trade on 2nd November.
For more information, click here.