Nov 01, 2017 | By Greer Hughes
In a continued effort to celebrate all things Olympic, we are thrilled to announce the opening of two new H&M Sport pop-up stores in London. The first location, in Convent Garden will open on Friday, July 6th with a second location to follow in Westfield Stratford City on Saturday, July 7th. The stores will carry the H&M Sport collections and “fitness-focused” looks for 10 weeks of active-meets-fashion bliss.
“The Covent Garden pop up store draws inspiration from a school sports hall. Reclaimed furniture and retro gym equipment will be used to create a unique shopping experience. The Westfield Stratford concept store is contemporary; with clean lines the directional design elements setting it apart. Exclusively for both stores and in celebration of all things athletic H&M Sport will be launching a limited edition collection in patriotic colours as well as a variety of accessories and beauty products from the H&M collection.”
The H&M Sport collections speak to the modern active-enthusiast that is looking for design-driven pieces that are both functional and fashionable. Bright, saturated colors and naive prints are not only on-trend, they are on point. The range is comprised of active essentials like seamless sports bras and tanks, running shorts, windbreakers and leggings. The best part…you can mix and match with wovens and denim for that ultimate sport-influenced look that has been poppin’ on the runway.
Here are a few of our favorite items…don’t mind us, we just styled a weeks worth of PERFECT Active ensembles sure to turn heads in the gym or at the studio. – Jeanine Pesce
Day 1: Bustier bliss, with magenta accents and contrast piping
Day 2: Stripe set in orange and sea foam is perfect for a nautical update
Day 3: For him, night-vis goes day-glo, with heathered grey to anchor
Day 4: Faceted geometrics set the tone for print + pattern
Day 5: Ruching meets zebra print for an over-the-top fashion finish
Day 6: For him, sleek and sophisticated, urban running with reflective accents are essential
Day 7: Punchy berry brights and abstract repeat prints are KEY
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.