The Gran Vía space, completely refurbished and dressed with the AW25 Salvage Heritage collection, introduced as a novelty the H&M Pre-Loved area, dedicated to second-hand and vintage. This store also incorporates interactive mirrors, RFID, self-service checkouts and a Click & Collect robot.
The music line-up was led by Amore, with an intimate concert, followed by Valle, who continued with a locally driven DJ set. Among the guests were Camila Cisneros, Carlota Marañón, María F. Rubíes and Sofía Hamela, along with other regular names from Madrid’s cultural scene.
Earlier in the day, H&M opened a public experience with live music by Astral, free coffee by COFI and a challenge hosted by Carlota Marañón, inviting attendees to exchange old garments for current pieces from the brand, reinforcing its commitment to circular fashion.
The womenswear collection moves between seventies references and nineties codes, with checks, argyles and Brit-pop touches in neutral tones with red and blue accents. The menswear updates wardrobe staples such as denim, bombers and relaxed tailoring through elevated textures and timeless colours.
With this reopening, H&M strengthens Gran Vía as a strategic point in Madrid, aligning retail, music and new consumption dynamics.
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