H&M Is Kinda Maybe Finally Opening Up An Online Shop



Here's something we've heard before: H&M will be available to all of us, with just a click of a mouse. H&M, we've been burned by your promises so many times that we may never be able to trust again. Our very long engagement with the fast-fashion giant's promise to launch an online store has been through enough will-they/won't-they turbulence of a Hollywood relationship. Well, the wait is almost over...definitely maybe.

The Wall Street Journal reported yesterday that H&M's head of investor relations, Nils Vinge, is confident the company will open its online shop to the U.S. "...sometime this summer." Our fingers are crossed. With all the recent H&M news — announcing its collaboration with & Other Stories, snagging Beyoncé as the face of its summer campaign, and bringing COS overseas — it would only be appropriate for the brand to go online.

Our hopes have been squashed before, though. H&M was supposed to launch its e-store before last year's holiday season, but obviously that didn't happen. Here's to a future where we can get our Beyonce/COS/Swedish-style fix on the web, but H&M, we are warning you: Our hearts are tender. Be gentle. (Racked)

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Image: via Racked.