17 July 2015

Fashion | Events | H&M DIVIDED Pop Up Store Parties

H&M shoes* | Urban Ears Wireless Headphones*

Whether you’ve sat across from Suzy Menkes or watched a catwalk show from your laptop, there’s one thing that’s certain, no show would be what it is without its carefully curated soundtrack. Songs will have a designer’s audience tapping their toes or sending cold shivers down their spines as clothes descend the catwalk on their human hangers. 

In our fast pace, social media obsessed world, it’s no longer enough to create an insanely beautiful and intricate collection or a highstreet piece that’s an overnight success. Clothes you bought last season are already more than likely to be gathering dust, hanging untouched in your wardrobe. The fashion industry has become foremost about creating an experience - you may not remember what you were wearing that one summer night but the memory is lasting.

For this reason, brands that regularly bring together music and fashion to create spectacular events hold a very special place in my heart. While the majority of parties and events blur into each other, the few standout ones can create lifelong memories. H&M are a brand who have thrown many an on point party over the past year. Not only did H&M sponsor Coachella, throwing some of the wildest parties at the festival, but they created a Coachella collection to run alongside the festival - need I say more?

Missed out on Coachella? Me too but we needn’t worry. H&M are bringing the party closer to home this time. In celebration of their pop up store in East London, they are holding six parties each week at the pop up itself, at The Old Truman Brewery in Shoreditch (open bar included, obvs) from 23rd July. The first Thursday kicks off with Nasty McQuaid on the decks, while other events include sets from the guys at Rough Trade, Noisey and Shorebitch. 

You can get involved with the events by heading over to the sign up page on Noisey and don’t forget to check out the new DIVIDED collection for some new threads for the party.

This post was written in collaboration with H&M.

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