H&M Is Getting a Glow-Up; Check It Out at Their Newest Branch

Their new store at SM Aura boasts 1,900sqm of space!

(SPOT.ph) Swedish fashion fave H&M just opened their 40th store in the Philippines, and they’re unveiling a fresh new look. The SM Aura branch, opened today, September 17, is the first in the Philippines to fully showcase the brand’s design update for its stores. The new look is meant to “mix modern and heritage in its visual identity,” utilizing muted colors and classic, clean lines that exude a more sophisticated aesthetic.

Besides the more grown-up vibe, though, H&M is also encouraging shoppers to BYOB—bring your own bag. If you don't happen to have a reusable bag handy, H&M's paper shopping bags are P2 each, and all proceeds benefit Waves for Water. They've been working with the organization since September 2020 to help bring clean water to communities around the Philippines.

This new H&M store boasts two levels and 1,900sqm of space, carrying the brand’s womenswear, menswear, kids, baby, and newborn collections.

Here's a sneak peek inside the new H&M store at SM Aura:

H&M Sm aura
Take a peek inside the new and improved H&M at SM Aura!
PHOTO BY Joanna Manalastas Calasanz
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H&M Sm aura
The updated store utilizes muted colors and clean lines to exude a more sophisticated aesthetic.
PHOTO BY Joanna Manalastas Calasanz
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H&M Sm aura
Inside, you'll find the same wide range of fashion finds H&M is known for, but displayed in a more elevated manner.
PHOTO BY Joanna Manalastas Calasanz
H&M Sm aura
The thoughtfully arranged interiors will make your shopping experience extra relaxing.
PHOTO BY Joanna Manalastas Calasanz
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H&M Sm aura
Check out The Trend Area—this portion of the store is exclusive to H&M branches in SM Aura and SM Megamall.
PHOTO BY Joanna Manalastas Calasanz
H&M Sm aura
Check out their neat accessory display—so #aesthetic! 
PHOTO BY Joanna Manalastas Calasanz
H&M Sm aura
We're swooning over this pristine sneaker display.
PHOTO BY Joanna Manalastas Calasanz
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H&M Sm aura
Even their till points got an upgrade.
PHOTO BY Joanna Manalastas Calasanz
H&M Sm aura
H&M SM Aura houses a wide range of pieces from casual tees...
PHOTO BY Joanna Manalastas Calasanz
H&M Sm aura
...to more elaborate and experimental ensembles.
PHOTO BY Joanna Manalastas Calasanz
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H&M Sm aura
We're loving these quirky hoodies and sweaters!
PHOTO BY Joanna Manalastas Calasanz
H&M Sm aura
Don't worry, they've got stylish men's pieces, too.
PHOTO BY Joanna Manalastas Calasanz
H&M Sm aura
Don't forget to check out their adorable selection of accessories and trinkets before you leave the store.
PHOTO BY Joanna Manalastas Calasanz
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H&M's updated SM Aura branch will also be the first store in the country to launch the fashion brand's highly anticipated Harry Potter Collection for kids!

Here's a sneak peek:

H&M Sm aura
The little ones in your life would love these magical pieces!
PHOTO BY Joanna Manalastas Calasanz

Perhaps the most exciting new feature of H&M's latest outpost is the addition of lounge areas. That's right—both ladies and gents will have dedicated spaces inside the shop where they can take a breather and maybe even snap some IG-worthy pics!

H&M Sm aura
Feast your eyes on the men's lounge area inside H&M SM Aura.
PHOTO BY Joanna Manalastas Calasanz
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