H&M: Cheap Chic Retailer Finally Arrives in L.A.

By Deanna Ting

At first, it was almost inconceivable. Too good to be true, you thought. Then you saw the billboards and magazine ads and wondered, is this for real? Well, it most certainly is. Swedish retailer H&M has officially landed in the City of Angels. The first store, a 9,000 square feet haven for fashionistas and bargain shoppers alike, opened Sept. 21 in Pasadena.

Even if you haven't been yearning for this blessed event for the past six years – since H&M opened its first U.S. store in New York – you'll soon convert. When H&M opened its San Francisco store last fall, there was a waiting line just to get in the door.

Why all the fuss? H&M is nothing if not affordable fashion. Prices advertised are no lie. A pure wool coat goes for $79.90. A Madonna-inspired track jacket is $19.90.

For the past two years, high-end designers like Karl Lagerfeld of Chanel and Stella McCartney have teamed with the company to design limited-edition collections. This fall features avant-garde design duo Viktor & Rolf, so expect plenty of classic Parisian staples updated with a slight modern twist.

H&M has got everyone covered. Whether you're indie or classic, punk or preppy, odds are you'll find something that suits you perfectly. A team of about 100 designers, 55 pattern makers and 100 buyers works hard to ensure that you will.

Stores operate on a philosophy of fashion concepts that cater to different styles and trends – young, eclectic and edgy (Divided) and classic casual (L.O.G.G.). An entire H&M wardrobe is easy to attain. They've got handbags, jewelry for men and women, men's underwear, women's lingerie, swimwear, umbrellas and hair accessories to go with any outfit.

What began in 1947 as Hennes (Swedish for “hers”) in Västerås , Sweden, is now a truly global brand. Yet while there are more than 1,244 H&M stores in 23 different countries, you'll never have quite the same shopping experience in any of them.

Different locations feature different fashion concepts and are adapted to suit their respective neighborhoods. The Pasadena location caters only to the ladies for now; sorry, guys.

You'll never get tired of the inventory, either; everyday, some new trend is set with a delivery of new goods to stores nationwide. We can expect much the same when two more stores – at Beverly Center and Westfield Santa Anita Mall – open later this year.

So, gather the credit cards and prepare yourself for long lines and crowded dressing rooms. Just keep reminding yourself that it was worth the wait.

H&M Pasadena is located at 60 W. Colorado Blvd. Hours: Mon-Sat 10 a.m-9 p.m. & Sun 11 a.m.-6 p.m. For more information, visit www.hm.com.