H&M VIP Launch

Store Opening Lakeside Shopping Centre Joondalup

Demelza Buckley H&M VIP Launch Lakeside Joondalup Shopping Centre

August 29th saw fashion mecca H&M open its highly anticipated first WA store at Lakeside Shopping Centre. You may have noticed if you follow me on Instagram (demelzabuckleyfashion) and Snapchat (demelzabuckley) that I was invited along to the exclusive VIP shopping launch before the store was unveiled to the public. Yes, exclusive access to shopping heaven.

Demelza Buckley H&M VIP Launch Lakeside Joondalup Shopping Centre

The VIP shopping experience commenced at Perth’s landmark hospitality venue The Flour Factory, a revamped flour mill tucked away on Queen St Perth. On arrival, I was greeted by a reception of Perth’s top fashion bloggers, stylists, media and creative’s. Everyone was excitedly chatting and catching up over a personalised coffee order in monogrammed H&M keep cups. The Flour Factory reception boasted a banquet of colourful egg muffins, pastries and breakfast delights for everyone to fuel up for a fun day of shopping.


We were then chauffeured in a troop of tinted Mercedes to Lakeside Shopping Centre in Joondalup. Our mission, to shop up a storm in an hour armed with a $100 H&M gift card and exclusive access to the store. Lakeside became WA’s biggest shopping centre last year after a $320 million expansion. I am a little biased when it comes to Joondalup as it is my local shopping centre and a personal favourite shopping destination of mine since my move to Perth nearly two years ago.


Finally, the time had come and the new store did not disappoint, offering an extraordinary shopping experience by showcasing apparel, underwear and accessories for men’s, women’s, kids and baby. Spanning 2,200 square metres, the shop is set over two levels located in Station Square Lakeside a newly refurbished shopping wing of the centre.

Demelza Buckley H&M VIP Launch Lakeside Joondalup Shopping Centre

Unlike other shopping giants, H&M is dedicated to design, quality and sustainable fashion H&M CEO Karl-Johan Persson is passionate about the store’s mission to produce ethical clothing, “To us, design, quality and sustainability are not a question of price, we should always offer inspiring fashion with unbeatable value for money”. Fast fashion is often shadowed with negative connotations of slave labour and appalling working conditions. It is refreshing to see one of the world’s largest chains focused on ethical and sustainable fashion. H&M’s ‘Conscious Actions’ promise to bring you more fashion choices that are good for people, the planet, your wallet and more importantly good for Mother Nature. Just as people are becoming more aware of where their food comes from, there has also been a conscious shift in the public questioning where their clothes come and how they are made.

Demelza Buckley H&M VIP Launch Lakeside Joondalup Shopping Centre

The H&M ethos is fashion and quality at the best price in a sustainable way. H&M have set a challenge of ultimately making fashion sustainable and sustainability fashionable. H&M marries both the ever growing public desire for sustainability paving the way for a better fashion future where people express their personality and feel proud of what they wear. H&M’s Conscious Actions and collection leaves you spoilt for choice showcasing the breadth of possibilities with sustainable materials.

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The new store is bright, airy and merchandised to perfection. My personal highlights were the workwear (watch out office), basics and accessories sections. I found the store easy to navigate and loved the layout. I also quickly ran through the Men’s department and couldn’t believe the incredible collections. I can’t wait to go back and pick out some pieces for my boyfriend. H&M always seems to exceed my expectations on quality and affordability. The staff were warm, welcoming and eager to help with any of my shopping needs. Before I knew it I had shopped up a storm and left with a huge bag brimming with new purchases.

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We were then whisked back to Perth for a magical long table lunch. The atmospheric Flour Factory top floor featuring polished wooden floors, exposed beams and neutral white walls had been transformed into a botanical garden for the exclusive event. Natural Art Flowers created an installation of foliage that adorned the ceiling and the beautiful furniture was provided by Heart Strings & Pretty Things. The entire setting was breathtaking and echoed the personality of the H&M brand perfectly.


Personalised table settings lead everyone to their seat for a beautiful three-course meal, as H&M shopping bags lined the room. Each course was mouthwateringly beautiful, I opted for the white fish, however, the beef looked just as delicious. For dessert (always my favourite) a share board of homemade marshmallows, sherry fudge and chocolate truffles.


I think I speak for everyone when I say Muse Bureau’s vision for the event was unparalleled from start to finish with exceptional attention to detail. I had a wonderful time catching up with blogging friends and meeting new Perth creatives. It was also wonderful to have the opportunity to get to know the H&M team. A huge heartfelt thank you to the gorgeous team at Muse Bureau, Grant Capriotti and H&M for having me along to share in the day.

H&M is now open at Lakeside Shopping Centre Joondalup, have you been yet? I would love to hear your thoughts on the new store.

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