Finally the most it loved department store is going to open at the meeting point high fashion: H&H obtained the license to launch its shop in the Camps-Elysées after 2 years negotiating with the French government didn’t want to "denigrate" the street’s prestige.

The news called my attention for two reasons:

1)Notice that the French government continues to "protect" the Parisian luxury market to maintain the status of the capital of the fashion! For those who is not connected to fashion history, I explain. Paris is today the world’s fashion capital by French State’s merit. Feeling the power of the luxury market, Colbert, minister of Louis XIV (The King Sun), imported the best artisans and raw material, maintaining to extremely ostensible court and exporting every possible products of luxury "made in France", more specifically PARIS. Soon the city became center of all of artists and fashionable suppliers. It was the beginning of the long Parisian history of luxury and glamour that still goes on... And is still protected by the French government...

2) The worry for liberate the shop was "denigrate" the Champs-Elysées status?!? I believe they have been done loads fashion efforts and , despite of the prices and short quality, the label has already conquered their space in fashion world. Yes, it is not the haute couture which Camps-Elysées consumers are used, but is still fashion. It is “fast fashion”, clear consequence of our one “fast world”! But it continues being fashion and has its merit.

I love my H&M outfits , as would also say all japonese that made a huge line for Tokyo’s launch!!! The brand are sooo in that even have their own fashion tv, like every fashionista's dream! Check the website:www.hm.com