Miami Beach – H&M, Hennes and Mauritz, one of the world’s largest fashion retailers known for offering high fashion at affordable prices, celebrated its debut in Miami Beach with an extravagant event featuring a live performance by Florida native, Flo Rida.
Chace Crawford of Gossip Girl, Matthew Morrison of Glee, Paz de la Huerta of HBO’s Boardwalk Empire, were among the 1,000 guests who attended the party held at the new 24,000 square foot multi-level store at the historic art deco Lincoln Theatre on Lincoln Road.
Famed DJ Mia Moretti kept the energy level high while guests had the opportunity to be the first to shop the hottest fall fashion at the new store, enjoy signature cocktails and share photos from the interactive vintage photo booth. American hip-hop and rap artist Flo Rida took the stage around 9:30 p.m. and closed the night with a special performance of his recent chart toppers, even including shout-outs to H&M by incorporating the brand into the lyrics.
“It was a magical evening and the first live performance in the beautifully renovated Lincoln Theatre,” said Marybeth Schmitt, H&M’s continental communications director. “We are thrilled to be in Miami and share such an exciting experience.”
“This is my city, my town, and I look forward to coming here, said Flo Rida. “I look at it like club H&M. As soon as I hit the block and see how huge it is, it’s just out of this world.”
“If you’re going to put it (H&M) on Miami Beach, this is the block to do it,” said Chace Crawford.
H&M at Lincoln Road is located at 551 Lincoln Road, Miami Beach, Florida.