H&M has opened the next phase of its “rotating style” store which is positioned in the Williamsburg section of Brooklyn, New York.

The more than 7,000sq ft store is designed to be updated with new fashions, visuals, programming and neighbourhood partners throughout the year. It opened in November, with its first “chapter” focused on H&M’s holiday campaign. The location will be open through January 2024.

“H&M Move aims to democratize movement, making it fun, inclusive, and stylish — exactly what the latest chapter of H&M Williamsburg is all about,” said Linda Li, Head of Customer Activation & Marketing for H&M Americas. “We’re inviting Every Body to come together to celebrate movement at H&M Williamsburg with a playful and unexpected experience in our new neighbourhood.”