The launch of the biggest H&M store is cause for celebration. And joining the party is noted American artist Jeff Koons (famous for his colourful balloon dog sculptures). In a bid to blend fashion and art, the Swedish brand has enlisted Koons to bring his creativity to the merchandise as well as the new store’s façade at Fifth Avenue in New York.
Come July 17, if you are in New York, you can take in some culture while you shop. Koons’ Balloon Dog sculpture will take over H&M’s entire storefront and will also be seen on a limited-edition handbag (available in New York, Las Vegas and online). A ‘Fashion Loves Art’ pop-up is also set to take over the store, transforming it into a mini art exhibit. And did we mention just how big the store is likely to be? It will sell every single product line from H&M, including men’s, women’s, children’s, newborn, maternity, special sizes, lingerie, cosmetics, and even a concierge service. The collaboration leads up to Koons’ upcoming retrospective at The Whitney, kicking off on July 29.
