Those who RSVP’d were greeted with a red carpet welcoming at the Dundas Square entrance of the Eatons Center H&M store. This cotillion style shopping party  pampered shoppers with passed hors d’oeuvres, desserts and mixed cocktails.

The main floor of the store held most of the glam ambiance, such as DJ Gregory suspended above the 3 tiered escalator accompanied by full lighting system. Pictures of the next seasons fashion line was projected on the ceiling as wait staff passed food and drink and the check out line wrapped the store. Not only were shoppers tempted to take out their credit cards with the relaxed judgement of the booze setting in, but were also offered 25% off of their total purchased for the night.

Attendees were persuaded to to come early by the offering of gift bags to the first 300 guests. The busiest time of the night was when doors opened (at 7:00 PM) till about 9:30 PM. Within this 2 1/2 hour time-span each floor was occupied with long winding lines to the fitting rooms and the cashiers.

Alas, the temptation of saving 25% got the best of me and purchased a silky (actually made of viscose) drop sleeved shirt in a pale lavender, high waisted dark blue sequin shorts, and black acid washed denim tights.

The Yonge and Dundas H&M store has 3 floors of merchandise for men, women and children. The H&M collection can be described as day-to-night business trendy. Silk accented shirts paired with blazers and high-waisted belted pants can move directly from  Bay street to Queen West.  Men’s wear is tailored the same, very neat and clean slim looks. Pressed slim trouser pants paired with a double button or tuxedo style blazer.

H&M also carries a wide variety of underwear, handbags, accessories, ties,  and even shoes.

The party itself was not a party at all, just how shopping should be. I would give H&M kudos for throwing such a tactical marketing event.

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