Fashion-starved Singaporeans often steal a short flight out to the nearest H&M stocked country, Hong Kong. Now that this Swedish store has finally landed on our shores, does this spell the dearth of high-street stores in Singapore? Top-shop, Abercrombie, Gap, Uniqlo, these have all opened up in a country known more for its hoity-toity political landscape and inscrutable laws than a shopping haven.
It is without a doubt that H&M fills the gap between over-priced high-street Zara and hitting-rock-bottom Mango, and that inevitably creates a niche that drives us Singaporeans into a frenzy. But how long will this last before we crave for the next masstige brand? Perhaps its time we look at creating individual style than let labels dictate us and define who we are? Still, I am succumbing to the beautifully-styled ads and as we are writing this, heading out to join everyone in the H&M vortex. Who can resist a $99.90 MARNI look-alike? arrrrgggh. We hate ourselves.
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| Interior of H and M featuring the Commes des Garcons collaboration. Photo courtesy of WWD |
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