“H&M is looking into new store concepts and may launch an all-new brand that’s nothing like its flagship label. The upcoming concept could be introduced in 2017 and “will be completely different from H&M,” Chief Executive Officer Karl-Johan Persson said in an interview. It won’t be similar to H&M’s sister brands, either, he said.”

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Decoded Fashion - Fashion Tech Daily - H&M

“Earlier this month, Crown Princess Victoria of Sweden made headlines when she opted to wear an H&M gown to the wedding of her brother, Prince Carl Philip of Sweden, to former reality TV star Sofia Hellqvist. It was a very public display of support for one of Sweden’s most internationally successful brands, which is also the second largest apparel maker in the world, behind Zara parent company Inditex.”

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Decoded Fashion - Fashion Tech Daily - H&M

H&M’s Coachella 2015 collection

Now a major marriage of music and fashion, the annual Coachella Valley Music and Arts Festival in Indio, California – held over two consecutive weekends in April, 11/12 and 18/19 – renewed its reputation as a prime hotspot for retailers to seduce a relatively captive audience. Beyond the festival, too, retailers are remotely trading on the event’s buzz to boost sales before and during the festivities.

Pre-Event Momentum
US department store chain Nordstrom has launched an online and in-store temporary pop-in shop called Magic Hour selling festival-inspired goods including sunglasses, sandals, T-shirts and flasks. The product edit was curated by Nordstrom’s director of creative projects, Olivia Kim, who also commissioned an exclusive soundtrack, which is being streamed via the pop-up website. Luxury fashion e-tailer Net-a-Porter has also launched a Coachella hub collection of festival-ready items.

Anywhere Retailing
California-based fashion e-tailer Revolve Clothing is offering same-day shipping to the festival. Website and mobile orders (mobile sales now constitute approximately 15% of Revolve Clothing’s total turnover) made before noon are being delivered by vans to the site and the surrounding area.

Instagram Moments
Swedish fast-fashion retailer H&M, which is an official sponsor of the event, is hosting a tent equipped with a 360-degree mirrored selfie station for taking and sending the now-ubiquitous self-portraits via social media; an ‘aura camera’, billed as capturing the user’s aura colours (the electromagnetic fields that surround the human body); and the chance to try out Oculus virtual reality headsets – immersive gaming technology capable of virtually transporting users to other environments.

Three weeks before the event H&M also launched the first fashion collection to be officially co-branded with the festival, online and in stores globally.

French beauty retailer Sephora is hosting a do-it-yourself make-up bar with its private-label beauty brand, together with a vending machine that dispenses free products to people that post images to Instagram with the hashtag: #SephoraCoachella.

Mag-Tail Pop-Ups
Following a successful pop-up at the 2014 event, the US edition of Harper’s Bazaar magazine is hosting another ShopBAZAAR pop-up retail experience at Coachella. For the initial weekend US lifestyle website Popsugar is partnering with multi-brand e-commerce site ShopStyle for a three-day takeover of the Avalon Hotel (in neighbouring Palm Springs) to offer styling experiences with US designers Mara Hoffman and Cynthia Vincent, flower crown making, a braid bar, make-up station, and custom screen printings.

Guest post Stylus.com by Alison Gough, Editor & Katie Baron, Head of Retail


“Facts like, “350,000 tonnes of clothing worth £140 million is thrown away every year in the UK” and “it takes more than 20,000 litres of water to produce a single cotton T-shirt”, make for an incredibly sobering read, especially when you pause to think about how many tees you’ve binned because their shade of grey is so last season.”

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Decoded Fashion - Fashion Tech Daily -  Olivia Wilde x Recyclable Technology

“H&M is gearing up for some major international expansion in the coming year — online, that is. On Tuesday the Swedish mega-retailer announced its intention to launch e-commerce sites in Belgium, Bulgaria, Czech Republic, Hungary, Poland, Portugal, Romania and Slovakia over the course of 2015.”

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Decoded Fashion - Fashion Tech Daily - H&M

“Swedish multi-national clothing retailer H&M has partnered with Ogilvy & Mather Advertising, Shanghai to create a new mobile experience that combines fashion and music to promote the company’s Divided men’s and women’s summer clothing collection, which includes shirts, dresses and shoes.”

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Decoded Fashion - Fashion Tech Daily - H&M Fashion Mixer

“Wang will be the first American designer the Swedish fast fashion retailer has partnered with for its annual designer collaborations. The one-off collection, launching in 250 H&M stores worldwide and online, will comprise apparel and accessories for men and women.”

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Decoded Fashion - Fashion Tech Daily H&M Alexander Wang Collaboration



  1. The World’s Top 10 Most Innovative Companies In Style                                                                                                                         From big data to sustainability, these companies are moving the fashion industry forward.
  2. A Mini-Skirt Controlled By Your iPhone: Wearable Tech Lights Up NYFW                                                                                         The future of fashion may be closer then we think, as CuteCircuit presented their wearable tech collection for fall 2014 at New York Fashion Week. The ready-to-wear collection defined innovation in the interactive fashion, as models on the runway controlled the clothing with their iPhones.
  3. London Fashion Week Arrives                                                                                                                                                        London Fashion Week has arrived – a five-day extravaganza known for producing some of the world’s most exciting and dynamic fashion talents.
  4. U.S. Tech Startups: An Endangered Species?                                                                                                                                          A steady decline in start-up rates within the technology sector, one that briefly reversed course with the dot-com boom in the late 90s, resumed at the turn of the century and is now plummeting faster than ever, according to a new study released Tuesday by the Kauffman Foundation, a research organization.


  1. David Beckham’s H&M SuperBowl Ad Allows You to Shop Directly From Your TV
    The ad will allow viewers with Samsung smart TVs to see information about the clothes Beckham is wearing, and purchase these items directly through their TVs.
  2. Designers Decamping to Spring Studios for NYFW
    According to sources, both Diane vonFurstenberg and Michael Kors are exiting The Theatre at Lincoln Center and will be showing at Spring Studios in TriBeCa.
  3. Fitbit Partners with Tory Burch for High Fashion Accessories
    At CES 2014, Fitbit has announced a partnership with the fashion brand Tory Burch for a line of accessories.
  4. This Wearable Gadget Zaps You to Stand Taller
    The Lumo Lift detects your body’s positioning and when you start to slouch, the device vibrates and reminds you to adjust your stance.


  1. H&M’s COS Brand Will Launch U.S. E-commerce in 2014
    COSH&M‘s minimalist, higher-end sister brand, is officially coming to the US. 
  2. Curated Accessories Startup Boticca Acquires Local French Player, Begins International Expansion
    Hot on the heals of its $4M Series A round led-by London-based MMC Ventures, ‘curated’ accessories market Boticca is gunning to be the ‘Fab of accessories’, rolling out internationally.
  3. Sephora, Beauty.com and Avon Launch on “Catalog Spree” Mobile Shopping App
    Catalog Spree, the personalized digital mall that lets beauty junkies discover and shop their fave brands on the iPhone and iPad, has launched a new mobile beauty department with lookbooks for SephoraBeauty.com and Avon.
  4. Ion Glasses are a Stylish Alternative to Google Glass
    A group of engineers from Elche, Spain have developed a stylish range of prescription lens-compatible frames that are able to communicate with a wearer’s iOS and Android devices.