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H&M to open East London Divided pop-up

H&M will open a 1,100 sq ft pop-up in the Old Truman Brewery in London on July 23 to showcase its Divided womenswear collection.

The pop-up on Dray Walk will run for six weeks and open from 11am-7pm, Monday to Sunday. The Swedish fast fashion chain will host a variety of events and activities, including DJ sets, late-night lock-ins and innovation workshops, as well as allowing customers to listen to music in pods.

“We always strive to excite and surprise our customers, and by launching a pop-up shop in east London we have the opportunity to offer H&M’s Divided collection to such a diverse range of shoppers and fashion-lovers in an innovative and fun way,” said H&M’s UK & Ireland country manager Carlos Duarte.

“East London has a very different vibe to any of our other locations throughout the UK.”

Customers will also be able to design their own jewellery and take advantage of colour blocking manicures and nail and body art.

The interior will feature neon and linear lighting, an indoor wall mural,and materials including concrete and scaffolding elements, with a monochrome palette.

Singer Foxes (pictured) is the face of the Divided campaign.

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