The H&M shop on Ermou Street, the central shopping street in the heart of Athens, is located in a three-storey building and offers suggestions for woman, man and child.
H&M women's collection exudes a new kind of femininity, as it's all about women's strength and power, with a fresh version of folklore and romance. It is very refined and at the same time very authentic. The strongly accented shoulders and the narrow waist, the hourglass, contrast with the Swedish folklore influences, both in silhouette and decorative elements. Meanwhile, the long-sleeved draped dresses give a sense glamour and softness.
The men's collection represents the upgraded, intuitive style presenting menswear with a new perspective.