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H&M's Giving Away Ice Cream at Its NYC Store Reopening

Today H&M reopened its flagship on New York City's Upper East Side after a 7-month renovation. The new store is a little glossier, a tad brighter and a lot more spacious—not overall, but layout-wise, which is way more important in a fast fashion store, anyway.

Thanks to its totally civilized stuff-to-square-footage ratio, I didn't have to hold my breath or exercise Operation-like precision to maneuver between the racks and other shoppers when I stopped by this morning. That's convenient for me but smart for the store too, since it makes sprinting to grab the last size a whole lot easier.

Right now, I'd say the standouts are a Christopher Kane-y sapphire blue peplum top—$49.95—and a pair of slim metallic black brocade pants—$59.95—just like the ones I saw at Elizabeth and James' fall preview. Of course, there are also the requisite wallet-friendly basics, too, marked down heavily in honor of the reopening (like jersey cap sleeve dresses in black and beige, both just $15).

Below, we've rounded up a few of our favorite currently available items to shop in person, since H&M still doesn't sell their stuff online in the US. If that's not enough incentive for New Yorkers to stop by the new store, there's one more thing: with a valid H&M receipt, any shopper can get a free ice cream at the brand's pop-up ice cream truck today, August 9, and tomorrow, August 10, between 11am and 6pm. A little mint chocolate chip to go with your mint colored jeans, perhaps?


731 Lexington Avenue, at 59th Street

Mon-Fri, 10am-9pm; Sat, 9am-9pm; Sun, 10am-8pm

(212) 935-6781

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