H&M launches a new concept store in Hammersmith, marking a significant departure from its typical store aesthetic and tapping into the growing sustainability market.

Calm. Green. Layered. Textural. Not words you associate with H&M’s mass estate of stores…until now. The new 2,300sqm Hammersmith site, its first new strategy concept store, is all of these things. Aesthetically aligned more closely to sister brand ‘& Other Stories’, the store is a radical departure from the glossy white, fast fashion stores H&M is known for.