going undercover at h&m’s new luxury store in London 

very very interesting🧐 strongly agree with the ‘quiet luxury’ approach. to me it seems like they are trying to attract those who can’t afford high-end clothing, but want to appear like they can. placing a store on king’s road will make the ‘luxury’ shopping experience more accessible. i think that this exemplifies the sham of ‘luxury’ clothing. having a high price point, a visible name brand or retail space in an affluent area do not mean that your pieces are high quality, nor that the people making them are paid fairly

It's not different, its just more selective. Reminds me of a particular Zara in Barcelona. Its a bit more curated, uses high end merchandising and interiors and might have a few specialty items but its not as though their production is any different. This is just silly- it seens like its targeting a middle market by making people feel "better" about shopping at H&M. It feels less overwhelming which i appreciate but the sustainability thing is absolutely nonsense.

I am so glad that you went into a COS immediately after because my thoughts were literally "that's just COS". I have only seen a COS store once but ultra minimal design seems to have left a lasting impression on me. I believe they didn't expect COS to have as much success as it did so they are trying to use COS aesthetic to heighten H&M's perceived quality so that for an average consumer they become undistinguishable. And as expected green washing left and right. And the nerve to make sustainability claims when they are selling an entire bag for under 30 and made out of plastic and slave labour is so very on brand.

Vegan leather doesn't mean it's automatically a by-product, usually it's still just plastic, keep that in mind, it doesn't mean it's eco friendly

havent shopped at an H&M since the monkey hoodie, never going back

It would have been interesting to see the more hidden elements of garment construction (i.e. seam finishing) and more material composition tags. But at the end of the day, the prices are the same and they remain focused on the fast moving trend cycle, which means they are still exploiting people and the planet. Same disappointing act on a slightly different stage.

added refashioned ❤

I love your videos! This was fantastic and exactly the kind of fashion research I love to see. I'm so interested in holding brands accountable for their sustainability and marketing practices and seeing if the quality and products match up with the claims. This H&M store looks like window dressing and green washing to me. I had to subscribe to your channel after such a great video!

They have done it before, a premium line in it's own store, probably before COS. Late 80ies,-90ies?

Thank you for your investigative journalism efforts here! I really can't see this endeavour from H&M being very successful, I can't think of a demographic or type of customer that this is going to appeal to strongly. The type of people that care about sustainability avoid H&M generally and prefer to support genuinely eco-friendly brands. And I think the consensus is growing that fast fashions aren't ever worth the money, no matter how initially cheap the cost of a garment is. Overall, this re-brand feels very performative and I'm not falling for it personally, you could see from your video how sub-par the quality is with the fraying edges, poor tailoring and thin, floppy material! Yikes! Really glad the algorithim has shown me your channel, you're making fantastic, important content.

Gosh I remember when that store was diesel, or was it red or dead?! ❤ well, either way,it was a loooong time ago! 😢

Cannot wait for H and M to hopefully open a high end store here in Dubai.....it will be AWESOME...,!!!😍😍😍😍

really interesting video! loved this! new to your channel and ive subbed and id love to be youtube friends x