Sponsored: Full report: H&M takes over East London with DIVIDED Autumn / Winter collection

Full report: H&M takes over East London with DIVIDED Autumn / Winter collection

Pop-up store was soundtracked by Rough Trade DJs.

On Wednesday night (2nd September), H&M kicked off the coming seasons with an invite-only launch of its Autumn / Winter DIVIDED collection.

The launch took place at a pop-up store in the heart of East London, at Brick Lane’s Old Truman Brewry. Rough Trade DJs soundtracked the space, which came decorated in personalised polaroid photographs, a unique hand booth and all sorts more. It was a shopping environment like no other.

Lucky attendees browsed through the best of what to expect from the seasons ahead, with free cocktails on offer throughout the night. And this was just the latest in a series lock-ins to take place at the pop-up - this summer has belonged to H&M and their exclusive events, mixing fashion and music with the help of NTS, Noisey, Annie Oh and Nasty McQuaid.

Check out the best of the DIVIDED launch with our gallery below.

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Full report: H&M takes over East London with DIVIDED Autumn / Winter collection
Full report: H&M takes over East London with DIVIDED Autumn / Winter collection
Full report: H&M takes over East London with DIVIDED Autumn / Winter collection
Full report: H&M takes over East London with DIVIDED Autumn / Winter collection

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