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Hit or miss: H&M - 9/10

  • 261-271 Regent Street



This doesn’t feel like your average H&M store: it is impressively merchandised, with monochrome fittings in the smarter area and wooden in the casual, plus lots of well-considered mannequins. The fitting rooms have a reception with magazines on tables and there are more seating areas around the store. Unlike its women’s counterpart, pricing signs above the rails correlate to the product on them. Some prices are similar to Primark, like padded parkas for £34, while white shirts for £25 are pricier but thick and 100% cotton, unlike Primark’s. There is a wide range of classic pieces such as chambray shirts, but camouflage-print side panels add interest to some, and trends such as US sportswear come through as bold mesh bombers and shorts, but also as varsity stripes on plain or checked shirts for the more conservative customer. This considered approach makes it easy to form staple outfits as well as be inspired by bolder pieces.


There are no male mannequins in the main windows. Some of the sizing tends to reach towards medium and large, with fewer small sizes.

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