H&M unveils new concept store in Beverly Hills, California

H &M has opened its first-ever location in Beverly Hills, introducing a new concept store that brings the brand’s most fashion-forward expressions to one of the world’s style capitals. 

Located at 370 North Beverly Drive, the space offers a curated selection of H&M’s most elevated womenswear, accessories, and special collections – including H&M Studio Holiday, an expressive line inspired by the bold glamour of the 1980s. The launch also marks the debut of H&M Pre-Loved in Los Angeles, the brand’s curated secondhand concept, presented through a partnership with local vintage icon Wasteland. 

Developed by H&M’s in-house architecture team, the space blends Scandinavian minimalism with California’s Art Deco heritage. Original architectural details, including an open wood ceiling, stucco-textured walls, and travertine stone accents, create an artful, gallery-like environment designed for discovery. Behind the scenes, tech-enabled features such as RFID-supported systems, mobile checkout, and digital inspiration screens elevate the in-store experience, making it seamless and inspiring. 

“With this new concept store in Beverly Hills, we’ve created more than a destination — we’ve created an experience. With a curated assortment and elevated interior features, and introducing our pre-loved concept, the store is a space where fashion is playful, personal and connected to culture.” 

Jörgen Andersson, Chief Creative Officer, H&M

To celebrate the opening, H&M hosted a launch event attended by Amelia Gray, Delilah Belle, and Julez Smith, stars of the brand’s Los Angeles campaign. The space will continue to serve as a creative hub for future events and collaborations, further embedding H&M into the cultural fabric of the city.