H&M Unveils New SoHo Store with Star-Studded Opening

The fashion giant's latest venture features a curated second-hand section, smart fitting-room technology, and the exclusive H&M Studio collection.

H&M celebrated the opening of its new SoHo location at 591 Broadway, marking the brand's return to the area with a high-profile party attended by celebrities like Hunter Schafer and Iris Law.
The new store introduces a shop-within-a-shop offering curated secondhand pieces, a first for H&M in North America, alongside its upscale H&M Studio line.
Smart mirrors in fitting rooms provide personalized product recommendations, while mobile checkout enhances the shopping experience.
The store's design mirrors SoHo's art gallery aesthetic, with unique sections that create a communal and fashionable atmosphere.
H&M Studio, available exclusively at three U.S. stores, will unveil new collections biannually, starting February 29.