Designer collaborations and launch of fragrance line: H&M stays ahead by constantly moving

SINGAPORE – In the quick-paced world of fast fashion, Swedish multinational clothing retail chain H&M knows it has to keep moving to stay ahead.

The fashion brand recently debutedits first fragrance line, expanding its beauty offerings, which were first launched in 2015. The chain will also open itsfirst children’s store in Asia in Singapore later in November. Next Thursday (Nov 8), the brand’s collaboration with Italian luxury label Moschino is set to launch here, and if past designer collections are anything to go by, excited crowds and long queues can be expected.

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