Post by H&M

H&M’s Pre-Loved concept is more than just an add-on, it’s becoming part of the modern retail experience. A physical destination where discovery, circularity and style meet. “This is an initiative in line with the times. We can see a growing number of fashion-conscious customers mixing second-hand with new products to create their own unique style”, says Matilda Bauer (former Eckerström), Pre-Loved Buyer and Assortment Manager, H&M. The journey started with a single shop-in-shop in Barcelona 2023 and has since grown to 13 cities and 15 locations worldwide; with Stockholm Hamngatan and Vienna representing our most recent openings.  Visit one of our Pre-Loved locations and experience it for yourself.      #HM #HMPreLoved