H&M announces Divided pop-up store

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With summer in full swing, Swedish fashion retailer H&M is celebrating its new DIVIDED collection with an exciting announcement.

The brand is taking its young and stylish label on the road this season, bringing the fashion fans of East London the very best from its new collection with an exclusive pop-up store, complete with live music, creative workshops and drinks aplenty.

Hitting the young, urban-cool kids of the capital, H&M’s Divided brand is serving up festival-worthy separates, eclectic accessories and statement pieces for the coming season, bringing together fun fashion with musical influences – just check out Grammy Award winning singer Foxes as the face of its new 2015 ‘H&M Loves Music’ campaign.

The musical theme continues to its pop-up store, which is set to open at The Old Truman Brewery, Brick Lane, on July 23, keeping its doors open until the 2nd of September with the best from its latest Divided collection on offer. Alongside an exciting shopping environment, visitors can also expect creative workshops such as jewellery design, as well as complimentary manicures.

In addition, once a week the brand will hold an event from 8-10pm, bringing shoppers live performances from special music guests, kicking off with Nasty McQuaid on July 23. Other unmissable acts include Annie OH, Shorebitch, Noisey, NTS and Rough Trade.

If you can’t wait to get yourself down to the H&M Divided pop-up shop, check out the full range online now at hm.com.

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