H&M and Wasteland Partnership to Launch Pre-Loved Secondhand Boutique in Beverly Hills Flagship

Scandinavian Roots Meet LA Cool Set inside a historic Art Deco building, the interior was developed by H&M’s in-house architecture team, blending original wood ceilings, stucco-textured walls, and design details like tile flooring, wood shelving, and travertine stone.

The result is a shopping destination where fashion is “playful, personal and connected to culture,” in the words of Jörgen Andersson, H&M Chief Creative Officer. Opening festivities drew high-profile guests, including Amelia Gray, Delilah Belle, Julez Smith, and Tina Knowles.

H&M Pre-Loved and Wasteland Partnership Anchoring the opening is H&M Pre-Loved, with the Beverly Hills location featuring a permanent shop-in-shop. For this launch, H&M partnered with Wasteland, the LA-based vintage retailer known for trend-driven curation, bringing local vintage flair and sustainability expertise in-house.

In celebration, H&M and Wasteland will host pop-up shops at four legendary LA flea markets over the next month. Cheryl Cohen, Wasteland’s CEO, expressed her excitement, “Our hope is that anytime a customer enters… this new pre-loved collaboration with H&M, that they feel like they’re in the best closet in the world.” RFID…