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I remember the excitement that filled the air back in 2011 when we heard that Zara was coming to South Africa. Some complained, as it meant that their overseas shopping trips were now moot. Gone are the days of wearing that Zara or Topshop (and now H&M) item that no one has back home.
Now, we all have it!
Last night was the opening event, and boy, was I in awe. The spectacular 2 level, 4700 square meter South African flagship store of Swedish retail giant H&M will fast become the mecca to fast-fashion loving local fashionistas.
Standing in line to enter (hello, 1400 people were invited!) my friend and I eagerly contemplated our strategy. We would start at the top level and work our way down - slyly avoiding the masses that would predictably flock to the women's section on the ground floor first. Unfortunately, our plan to outwit everyone quickly went array.
We crossed the threshold, did a quick 360 of the space and... BOOM! We lost each other in 3 seconds. Fashion can be incredibly distracting, yo.
The space is big, almost endless. Waiters with trays of bubbly and delicious-looking canapes (I had no sense to eat) and my favourite: tall gin drinks (I think I detected Elderflower), wafted by, friendly and helpful staff appeared - as if from nowhere - always at the right time to assist. It was smooth and effortless.
But let's get to the fashion already...
The accessories: lots of rose gold jewellery and fringed handbags. All very pretty and super-duperly well priced. I bought this clutch for R149. Not. Too. Shabby.
Shoes: lots of espadrilles (lace-ups and wedges), lovely everyday/every event heels - but nothing that blew my mind. Very well priced.
Clothing: all I can say is that there is something for everyone.
From Sporty Spice to Baby Spice - they've got you covered. From basic classic tees (only R149), to more slick (and pricey) evening staples like black chiffon trousers (which I bought and am already wearing today by the way), it is basically a Mr Price, Woolies, Cotton On and Trenery all in one.
But what does this mean for local businesses and fashion designers?
Lots of people are divided as H&M's arrival on our shores means quick, easy and affordable access to hot international trends. And who doesn't want to be on fleek?
In terms of job creation, H&M will create lots of retail positions. Yet, it also means that local fashion businesses will suffer. Will people go to the likes of local fashion designers like Wake or Selfi to get that bespoke dress for that special event? Or will they quickly run into H&M. Probably the latter. How can SA designers compete with multi-billion dollar companies?
They can't.
But hopefully H&M will be smart enough to bring in local designers (like Mr Price has done in the past with Morphe's Marize Malan and Loin Cloth & Ashes' Anisa Mpungwe; and continue to do now with the likes of Tamara Cherie-Dyson) to do collaborations.
I suggest that instead of blatantly hating on international retailers for stealing the jobs of local designers and retailers, we attempt to find a way to work together.
H&M will officially open to the public at the V&A Waterfront at 10am on October 17, 2015.
Celebs who attended included television presenter and former Miss South Africa, Jo-Ann Strauss:
And the stunning South African and international model, Katryn Kruger:
