Fashion
The homecoming: “House of H&M” unveils a new chapter on Shanghai’s Huaihai Road
Published
September 10, 2025
In a significant return that feels both like a homecoming and a rebirth, H&M is set to officially reopen its flagship store at its original location on Shanghai’s Huaihai Road. On Sept. 9, 2025, this re-engagement with a landmark site, which originally housed the brand’s first mainland China store, is more than a simple relocation.
As H&M’s first brand experience center, the “House of H&M” redefines the boundaries of a traditional store with a 3,000-square-meter retail space. Beyond offering a full product lineup, the new location will feature a variety of unique elements, including an H&M&Café, an H&M Flower Shop, an H&M&SPACE for exhibitions, and an H&M Live-Streaming Studio. This immersive and surprising space is designed to provide consumers with a comprehensive and distinctive brand experience.
Madame LV, president of the Huaihai Road Economic Development Association, spoke highly of the grand opening of the “House of H&M.” She noted that H&M’s contribution helps align with local consumer behaviors and drives the economic upgrade of the commercial district, while simultaneously building an elegant and fashionable retail destination.
She also added, “Through collaborating with Chinese designers and launching new collections, H&M is driving a deeper co-creation between international brands and local talent. This positions Huaihai Road as a key nexus where global trends and local creativity converge. Moreover, H&M’s focus on sustainable fashion aligns with Huaihai Road’s goal of building a responsible and forward-thinking commercial image. Together, they are enhancing the district’s industry influence in innovation and sustainable development.”
It’s also worth noting that this location will serve as the new home for H&M’s Greater China retail headquarters, with its offices situated on the upper floors of the store. Standing inside the brand’s new “home,” FashionNetwork.com had another opportunity to speak with Mr. Saed El-Achkar, president of the group’s Greater China retail division, to gain more insights into this grand event.
FashionNetwork.com: As offline stores evolve into lifestyle spaces, functions imply value trade-offs. What debates led to “House of H&M’s” mix of HOME/Café/Flower Shop/Exhibitions/Live-Streaming Studio?
Saed El-Achkar: This key highlight is China’s first H&M HOME concept store, which fills a market gap and represents a new retail exploration for the brand in China. It’s a key part of redefining the H&M lifestyle ecosystem. The H&M&Café and H&M Flower Shop are designed to enhance the consumer experience. The H&M&SPACE exhibition area serves as a cultural hub for the brand. The in-store H&M Live-Streaming Studio will be operated via a newly launched “House of H&M” account on Douyin. The studio will also invite celebrities, KOLs, designers, and models to discuss trends during major brand events, making it a hub that connects fashion, entertainment, and commerce.
FN: Please introduce us to the unique H&M&SPACE and outline its future plans.
SEA: As H&M’s first publicly accessible exhibition space globally, the H&M&SPACE will not only showcase the brand’s classic designs and new collections but also serve as a hub for cross-industry collaborations with fashion partners. This space is designed to highlight H&M’s heritage and breakthroughs in its fashion journey.
For our grand opening, the H&M&SPACE will debut a curated collection of H&M Studio archival pieces from recent years. This selection features runway highlights and limited-edition designs, each piece sourced from the brand’s valuable archives. It offers a glimpse into H&M Studio’s signature trajectory of experimentation in tailoring, material innovation, and stylistic breakthroughs — all imbued with a sense of time-tested quality and design edge.
And more than just an exhibition space, the H&M&SPACE is a new platform for us to engage with fashion lovers. While exploring classic fashion archives, consumers will also discover H&M’s continuously evolving fashion vision and innovative expression.
FN: With “House of H&M” reopening on its original Huaihai Road site, if Shanghai were a “co-creator,” what has the district taught H&M about commerce and urban lifestyle over the years?
SEA: H&M entered the Chinese retail market nearly two decades ago, with its journey beginning in 2007 with the opening of its first store on Shanghai’s Huaihai Road. The energy and potential of Shanghai’s consumer market inspired us to build our Huaihai Road store into our most iconic flagship in China, showcasing the brand’s latest image with higher-quality products and an elevated experience.
Specifically, Shanghai offers H&M a unique consumer market. The city is renowned for its high purchasing power and strong preference for stylish, high-quality products that are also affordably priced. This aligns perfectly with H&M’s business philosophy, enabling us to provide Shanghai consumers with products that offer both great style and great value.
Additionally, Shanghai holds significant strategic importance for H&M’s brand image and market expansion. As a major fashion hub in Asia, Shanghai is fertile ground for new trends. These initiatives have helped H&M stay attuned to local fashion trends, enhancing its brand image as a forward-thinking and culturally relevant retailer.
FN: If you bring the “House of H&M” concept to other cities, which single “soul element” must remain?
SEA: “Making fashion accessible to everyone” is H&M’s core philosophy and the guiding principle behind the “House of H&M.” As China is a crucial strategic market for us, our goal is to create a world of high-quality, affordable fashion for Chinese consumers, empowering them to express themselves through style. We will continue to build on this goal in the future by focusing on product excellence, elevating brand power, and improving our customer experience.
Written by Sissi Chu
Copyright © 2025 FashionNetwork.com All rights reserved.
Shoppers can expect a curated selection of Topshop’s most-loved pieces, including cult denim styles, statement jackets, and trend-led wardrobe staples. Topman will offer a focused edit of modern menswear essentials, from tailored outerwear to everyday basics, designed to elevate any look.
Topshop and Topman will expand their UK retail presence through a February 2026 partnership with John Lewis.
Topshop will feature in 32 stores, while Topman will launch in 6, offering curated womenswear and menswear edits.
Leaders from both brands highlighted the collaboration as a milestone, blending fashion-forward collections with John Lewis’ trusted service and strengthening high-street retail.
“We’re excited to partner with John Lewis, a trusted name in British retail, to bring Topshop and Topman to high streets across the country,” said Michelle Wilson, Managing Director at Topshop. “This partnership is a key step in our mission to bring the best of fashion to everyone, engaging with shoppers in real life and delivering the style and quality they expect from our brands.”
Peter Ruis, Managing Director of John Lewis, commented: “Bringing Topshop and Topman back to high streets across the UK is a landmark moment, and we are thrilled to be their only nationwide store partner. It’s the ultimate proof of our strategy: offering the most-loved brands alongside the unwavering trust of our brand promise. I grew up with these incredible brands. They have defined our high streets, bringing edge and accessibility with an iconic British lens.”
The launch will introduce a fresh in-store experience that blends Topshop and Topman’s fashion-forward identity with the quality and service customers experience at John Lewis.
Note: The headline, insights, and image of this press release may have been refined by the Fibre2Fashion staff; the rest of the content remains unchanged.
Fibre2Fashion News Desk (RM)
By
Reuters
Translated by
Nazia BIBI KEENOO
Published
September 10, 2025
The Armani Group confirms the regular conduct of the Emporio Armani and Giorgio Armani fashion shows, which will present the latest collections designed by the designer on the runway. This was announced by the group. The public opening of the exhibition at the Pinacoteca di Brera, originally planned for Wednesday, September 24, remains unchanged.
The smooth running of the fashion shows and the opening of the exhibition, which Giorgio Armani worked on until the end, “testify to the company’s commitment to continue under the sign of dedication, respect, and attention to work, qualities that have always distinguished Mr. Armani and which he himself imparted to all his collaborators over the years.”
Meanwhile, anticipation is growing by the hour for the designer’s will. The timing is not yet defined, but according to available information, the window for reading the last will stretches from today until next Wednesday: any day could be the day.
Handling the procedure is Milanese notary Elena Terrenghi, tasked with initiating the succession process. A summarized abstract of the death certificate is required to open the succession — a document that usually takes up to 15 days to issue — but the timeframe could be shortened given the importance of the case and the interest involved.
Giorgio Armani, who passed away on September 4 at the age of 91, had no children or spouse, and in the absence of “necessary” legitimate heirs according to Italian law, was able to dispose of his estate independently. During his lifetime, the designer had already prepared and secured bylaws for the group, divided into six categories of shares, with a central role entrusted to the Armani Foundation.
The people called by the notary for the reading of the will, barring any surprises, will be his sister Rosanna Armani; his nieces Silvana and Roberta Armani, daughters of his late brother Sergio; and Andrea Camerana, Rosanna’s son. Also included is Leo Dell’Orco, Armani’s life partner and right-hand man. All five already sit on the Group’s board of directors, with Dell’Orco designated as the coordinator of the select committee that will steer the company until the new corporate structure takes effect. Camerana and the Armani cousins represent the family component of the board, alongside other key managers such as Yoox founder Federico Marchetti and Rothschild banker Irving Bellotti.
The bylaws, updated in 2023, provide for a division into six categories of shares, each with differentiated voting and governance rights, but equal economic rights. A shares (30% of the capital) and F shares (10%) will carry decisive weight: the former are worth 1.33 votes each, the latter 3. Thus, while holding only 40% of the capital, shareholders holding categories A and F will control more than 53% of the votes in the assembly and will be able to appoint a majority of the board of directors, including the chairman and CEO.
The Armani Foundation is most likely to be the recipient of the A and F shares, thus centralizing strategic control of the group. Heirs and trusted associates may receive categories B to E, which hold the majority of the capital but not decision-making power alone. In addition to the corporate share, the will is also expected to regulate the allocation of a personal estate estimated at about €10 billion, which includes valuable real estate such as a penthouse in New York, the historic villa in Forte dei Marmi, and the Capannina, acquired by the group in late August — just days before the fashion designer’s passing.
The Capannina itself was one of the places dearest to Armani, where he met the love of his life, Sergio Galeotti, who died prematurely at age 40 in 1985. Meanwhile, the fashion shows scheduled for fashion week in two weeks are confirmed, featuring Emporio Armani and Giorgio Armani, as well as an exhibition dedicated to the 50-year history of the maison at the Pinacoteca di Brera.
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“The Fall campaign celebrates real clothes for everyday experiences, designed to inspire individuality. The new brand identity combines nostalgia with modernity and signifies an exciting new chapter for & Other Storied,” said Jonathan Saunders, Chief Creative Officer, & Other Stories.
H&M’s & Other Stories unveils a refreshed brand identity under new CCO Jonathan Saunders, marked by a new logo, tone, and creative direction.
Debuting with the Fall 2025 collection, the campaign blends nostalgia with modernity, featuring 60s–90s-inspired silhouettes, playful colours, textured fabrics, and bold accessories, styled with youthful layering and ease.
Modern nostalgia
Dynamic, energetic, and empowered, the Fall 2025 collection has been created for individuals who embrace self-expression. Rooted in modern sensibilities with a feel of nostalgia, the September collection re-imagines everyday pieces with an elevated edge. Drawing on references from the 60s, 70s, and 90s, updated for today, the collection explores progressive silhouettes, vintage-inspired lived-in textures, and a fluid attitude, juxtaposed with technical fabrics.
How it’s worn
Individuality comes through in the styling, where youthful energy is expressed through laid-back layering and unexpected pairings. There’s an ease in how pieces are combined — elevated bomber jackets paired with corduroy trousers, layered knitwear with circle or pencil skirts, tailored miniskirts with revived variations of the bow blouse, and slouchy wool coats layered over even slouchier denim.
Colour palette
Exploring playful and contrasting colour combinations, the palette features punctuating pops of pink, intense ultramarine blue, and lemon yellow — bright accents that break up the autumnal spectrum of earthy browns, charcoal grey, burgundy, and black.
Silhouette
Characterised by movement, insouciant, slouchy tailoring is balanced by sharp cuts and short hemlines, merging the elegance of the 60s and 70s with the ease of the 90s.
Fabrics
A juxtaposition of textures provides depth and contrast. Vintage-inspired fabrics, such as fuzzy mohair, croc-effect leather, jacquard and corduroy, evoke a sense of nostalgia. Whilst directional tailoring in Italian wool and outerwear in technical nylon adds a modern edge.
Accessories
Subtle nostalgic elements find new expressions with 70s-tinged eyewear, chunky gold-tone necklaces, and leather bags inspired by bowling styles. Belts become a focal point, purposefully worn over miniskirts with knitwear tucked in.
Loafers and Chelsea boots pay homage to 60s Mod style, whilst oversized teddy bags add a soft touch to tougher looks.
Creative team
The September chapter comes to life in a campaign photographed by Oliver Hadlee Pearch, featuring models Thea Almqvist, Xaria Carter and Sihana Shalaj. The campaign is styled by Isabelle Sayer, with art direction by JL Studio, and executive production by Sylvia Farago.
Note: The headline, insights, and image of this press release may have been refined by the Fibre2Fashion staff; the rest of the content remains unchanged.
Fibre2Fashion News Desk (HU)
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